Campaign logistics: The backbone of modern marketing methods

By David Hamer

Advances in technology now allow consumers who use a hard drive when recording their favorite programs to skip past the adverts with unashamed glee. People are constantly bombarded with marketing messages not only via their televisions, but also when using their computers for work and pleasure. 

When overloaded with these messages, consumers tend to switch off without even realizing it, and businesses are finding that their marketing budget has not produced an acceptable return on investment. Finding an appropriate way to complement these traditional methods of marketing their products has become a high priority for many business owners who are desperate to stay afloat financially.

Experiential marketing

Carried out efficiently, experiential marketing has the potential to increase long-term sales forecasts, and get your business noticed on a local level. This method of marketing involves engaging with members of the public in a fun and memorable way. They can sample your products with no pressure to buy, but the concept is that they will remember your brand and talk about your products with their friends and family.

 This type of marketing could take place at venues such as: 

• Shopping centers
• Farmers markets
• Music festivals
• Trade fairs
• Town centre shopping precincts

The main consideration is your target market, and where you are most likely to find them.

Campaign logistics

Apart from a first-class product, logistics is probably the most important aspect of an experiential marketing campaign. You may have planned the whole event meticulously, but if the plan is not carried through successfully, it will have been a wasted effort. Choosing a professional logistics company who have experience with this type of marketing campaign can mean the difference between success and failure.  

A good logistics company will be able to offer you invaluable practical and administrative assistance with your plan. For example, they could provide: 

• A choice of temperature-specific storage facilities for your product, whether that is at frozen, chilled, or ambient temperature.
• A wide range of transportation options, from small vans to articulated lorries or trucks.
• Fully-trained staff to support your marketing team.
• One point of contact that enables efficient communication should your plan change at any time.

An experienced campaign logistics company will ensure that your event runs smoothly, and that your target customers enjoy a memorable experience.

A positive experience enjoyed by many people will ensure that your brand is noticed, both through the actual event, and more importantly through the word-of-mouth recommendations that will follow.

This article, written by David Hamer, is one of many he has published on the subject of logistical solutions in marketing.