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CASE STUDY MEACHERS GLOBAL LOGISTICS
Page 51
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In September this year, Meachers Transport rebrancied as Meachers Global Logistics, repositioning itself as a national provider with a global reach.
In its attempts to get its new message to the marketplace, it hired GW Communications, whose managing director Grant Woodall says: "The transport industry seems to be maturing, and more companies are looking to use communications strategies that have been commonplace in other sectors for some time. Individuals recognising the value of PR will also help the industry's more general problem with public perception."
He says most firms could expect to spend between £12,000 and £30,000 a year on PR, depending on the brief. He doesn't feel companies must aspire to 3PL status to make it worthwhile.
He states: "Good PR will be tuned to your business oloectives and targeted to your audience, whether that is through regional press and radio, trade or national media."
Woodall adds that firms should not forget the importance of being prominent within their trade association, and taking speaking and advocacy opportunities.
"For Meachers, we'll be looking at better use of its website, blogs and being more proactive in communicating with customers. ft's about looking for advocacy and new media opportunities and giving them the opportunity to demonstrate their many levels of expertise," he concludes.