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Winning at Eurovision
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Changing 40-year-old brands isn't easy, but life-long haulier Dominic Yeardley is doing just that, bringing a new company, and new livery, to roads throughout Europe.
Words: Christopher Walton / Images: Stuart Wood AT HULL-BASED Eurovision Logistics it's in with the new and out with ili old as the domestic and European freight specialist primes itself for a bright future under its new name.
Eurovision was formed from the merger of domestic carrier IJ Blakey Haulage and European Road Freight (ERE). The two companies came together back in 2007, but have since traded as separate entities with distinct branding. business models and payrolls under the umbrella of holding company Eurovision Logistics. However, in November Blakey and ERF will trade solely as Eurovision Logistics, complete with the fresh livery that adorns the new Ivecos in its fleet.
The man leading the change is Dominic Yeitrdley, MD of Eurovision (and former MD of ERF). He sits on the board of Eurovision with Jeremy Blakey. who he met in 2007 and non-executive directors Stephen Hunter and James White. Yeardley.' is a haulage man through and through; he's the son of Brian Yeardley the former boss of Yeardley Continental in Featherstone, West Yorks where he worked from the age of 16. until 2005 when he left for ERE "I was introduced to Dave Ri by tat ERE] who was coming up to retirement age and was looking for someone to take over, which I did in 2006. The company was mainly running into Italy with 25 trucks and I was always aware that we were completely reliant on the European market." he says. "In 2007 I met Jeremy at Blakey. We talked and agreed it would be a good idea to merge the two companies" Thereafter followed the marriage of ERF and Blakey, and Yeardlcy says it was always the intention to merge the two firms under the one brand: "At the end of our financial year. on 30 November. the two will be brought together." he says, adding that on the very morning CM ventured up the east coast he was writing the letters to customers to fill them in on the finer details.
He concedes that the rebranding marks the end of an era. He says that Blakey has customers who have been with it since its inception 30 years ago. and the trick now is to manage the transition for them and grow together.
Looking for new work
"We are quoting for new work, and we are active in that department we do not wait for it to come in hut it is equally as important as nurturing our existing customers," Yeardley stresses. "But I do have a little theory that because we work with some great customers already. there will be an element of this business that we can grow together:" The company operates in a variety of different markets, from secure international deliveries, tankers and containers, to pallets and general haulage all over the East Yorkshire area. To date, its fleet totals some 80 vehicles, with Renault and Iveco the main marques. "We are trying to run it
like a big company," he insists -A lot of A Dominic Yearcitey,
hauliers get to a certain size and the MD of Eurovision challenge is how to press on."
However. Yeardley is under no illusions that changing a name. alongside bringing in fresh trucks and a new livery. is all that's required to take the company to the next level: "I know haulage is always going to he about moving stuff around, but we are trying to do that well. We needed the new livery and the customers now realise that we can do anything for them."
Joining the pallet industry I art of that elm lige over the past 1 'tree years has involved becoming a member of United Pallet Network (UPN), covering the HU postcode. Yeardley explains that it was somewhat fortuitous, with the previous member in the region deciding to change its business model and shift out of pallets. Eurovision was then able to take on the volumes for the postcode and has never looked back, stressing that the addition of UPN's Micro pallet service, to the existing quarter. half and full pallet sizes, has made the In-m stand out above other network rivals in East Yorkshire.
The next stage of growth will be through acquisition: We are actively looking at acquisitions We would like a presence in West Yorkshire. I have gut a few customers, and a few drivers, out there," says Yeardley. adding that he expects such an acquisition to take place before the end of this year.
Moving west, or at least having a yard in the neighboring county. would get the firm out of the shadow of the Humber bridge, and its toll. If Yeardley could change two things in the industry the first would he to abolish, or at least reduce, the £18 crossing: "We spend £50,000 a year on the bloody thing," he says.
But topping the list is a move perhaps unsurprising for an international haulier that does 90% of its overseas business in Italy introduce a tax on foreignregistered vehicles using UK roads "It is stupid. hauliers are competing against these foreign businesses. Even if they paid the driver the same that v do. they don't have to pay the san levels of tax that we do. They are n paying anything to work over here."
United we stand
"We would want to do it for our indt try. I know hauliers compete agait each other over here, but you tend find that local hauliers do not go in another haulier's customer and poa their business," he adds Finally, Yeardley insists that Euro sion would not work with just him alo at the helm; he is full of praise for trai port manager Chris Pegden who wa Blakey employee when he was 16 (ht now in his early 50s), fellow direcl Karl Dawson and company secret Mark Frankish.
He says: "I know we all compete customers. but we are also competi for staff and drivers. You have got look after them." •