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Culina Logistics
Page 57
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In October 2004 Culina Logistics decided it was time to replace the corporate logo it had used for the previous 11 years.
According to UK sales manager Andy Newnes, the chilled food and drink distributor was the first in the country to use the Klip Fixx system, which involves attaching a frame to a trailer and pulling vinyl curtains into place on it, "It was unique in the marketplace," says Newnes. "We were one of the first to invest in the system. You can change the curtains very quickly and reasonably inexpensively. There are loads of variations in the market now, I believe."
Culina reports that the Klip Fixx system is lOmm thick and meets commercial width restrictions. The company immediately invested in 60 new temperature-controlled trailers to showcase the advertising system. Today 140 trailers in its fleet of more than 250 have Klip Fixx technology.
The company's own brand was in its mind first and foremost when it made the decision to invest in this device, says Newnes, but it will soon be advertising other companies products. He admits gauging success based on advertising its own livery is a difficult exercise, but clearly it has been noticed by other companies: 'I would say we can only measure the campaigns by the success of the new business we are generating. [However] they have certainly attracted the campaigns coming our way. Corn
panics have seen our vehicles on the road and they realise the impact of the imagery."
Culina Logistics uses Mercedes Actros units under two years old for its advertising; the vehicles are frequently washed and cleaned to maintain the livery's impact. Due to the size of the fleet, downtime while the trailers are fitted with the advertising frame is not a problem: We have active times and a pool of trailers we pull off," says Newnes. "We are able to fit [each trailer] within 30 minutes."
To counter any concerns by Culina's fleet managers that advertising would affect the serious business of freight distribution, the company that attaches the system was invited to its site to provide demonstrations of the process involved. Newness predicts that one day all the company's trailers will be running with the Klip Fixx frames. Culina's brand will always be advertised, but the opportunity for extra revenue has not gone unnoticed.
"Initially when we went for the system, the main reason was our self image," he says. "We didn't see it at first as creating added revenue, but we have a healthy third party business. There's huge potential.'