“Successful marketing begins on the inside and moves outward-not the other way around.” What does that mean and why is it important?

As we mentioned in the last issue of Forward Magazine, it is more important than ever to differentiate you from your competition. In this industry, everyone strives for the same end result - getting that shipment from point A to point B on time, damage free, as promised and with a profit. This is universal in transportation. However, everyone does it a little bit differently. That prompts the questions:

How are you different from you direct competitors?

Why do your customers use you?

Why do they keep coming back? (Have you ever asked them?)

How about your employees, do they know what keeps them employed?

The answers to these questions become the foundation of your uniqueness. If you ask your employees and customers a few simple questions you will be enlightened at the feedback. Don’t be surprised when you review the answers at just how different they will be from one another and from what your own perception is.

This is where a company’s mission statement comes into play. If you have a mission statement, review it. How did it stack up against what your customers and employees said about your company? Does what you see as your mission line up with what your customers and employees see? If not, you should consider re-writing your statement or begin the process of transforming your methods to realign with your mission.

If you don’t have a mission statement, you should. A mission statement is vital in creating a dynamic and successful marketing strategy. Why? Because in one or two clear, concise sentences that can be easily memorized AND understood, every one in every position is working for the same goal. A well written, precise mission statement reminds your entire company what they are doing, why they are doing it and who they are doing it for. By taking the time to create a mission statement, seeking input from employees and customers on what makes your company unique and different, you are laying the foundation for your message. Messaging is what goes out to the world to build awareness, territories, sales and profit.

Creating your mission statement is not an easy process ¬– at times it can become very difficult maybe even painful. It can take longer than anticipated and frustration levels can elevate. Be persistent, patient and focused. Use the feedback you have received as well as the experience you and your team have to develop a sound mission statement that can drive your company forward.

Hopefully, by now you’re beginning to see that successful marketing must start from the inside moving outward. Placing the corner stone in the right place is imperative in the success of building a structure, starting from the inside; clearly defining your company is imperative to the success of building a successful marketing strategy.

Over the next few issues of Forward Magazine Signature Marketing Group will continue to provide insight to help you in the process of creating your own identity in the competitive world of freight forwarding. If you would like to know more before that, please visit us at www.gobeyondtheobvious.com. As an affinity partner of the AFA, we welcome the opportunity to help your organization.