PR - 101

Mile Marker #9

Good public relations are crucial in the trucking industry. If you think about it, trucking companies do not have an actual product to sell. They are selling service. As a driver, you have to do your part to deliver great service. If a company's service is unsatisfactory, it creates an opportunity for competing companies to step in and pimp theirs. It's vicious cycle! That's why appearance and driver attitude are very important. Drivers are the backbone of a trucking company, and essentially are the company's representatives. The driver has the most personal contact with the customers. No matter where we work, we all know that "the customer is always right". In some cases, they are not....but it's the law. I have one customer that comes to mind. After spending five minutes with this guy disrespecting me and beating me down, I feel like I need two hours of therapy!

Trucking's creative advertising techniques have exploded into the market place. Studies have proven that these new ways of advertising are more productive than placing an ad in a magazine. The Nascar scene is a very popular venue to get a company's name exposed. There are many trucking firms that sponsor a car these days. (Yellow Transportation, R&L, UPS, Fed Ex, Schnieder, etc.) The costs of sponsoring a race car and team are in the millions, but that's the price companies are willing to shell out to make there name a house-hold brand. Nascar is a very popular "sport" and the T.V. coverage is priceless. The sponsored car doesn't even need to be running up front or win a race to receive good coverage. A wreck is beneficial as well. Even though the car is jacked-up against a wall, the wreck replays alone are worth the money. Not to mention the race car driver's interview afterwards. "I'd like to thank Yellow Transportation and Team Yellow for keep'n us up front all day. Unfortunately, but not surprisingly, the #20 car got into the back of my #70 Yellow Transportation Cheverolet and sent us into the wall. Thank you! Where's my Gatorade?" That right there, is advertising at it's finest! Customer hospitality tents are usually set up at the hosting city's race event. This gives the customers of the trucking companies a chance to see a race and communicate with the behind-the-scene employees from the area terminal. It's a great tool for thanking them for their business, and also solidifies future business relationships.

UPS is taking advantage of prime time advertising with T.V. ads. These ads feature the "dry-erase -board- guy" drawing pictures of their service during NFL football games. UPS started with their small package services. Now, since acquiring the trucking company "Overnight", they are working that into the mix too. What a brilliant approach to introduce the trucking side of their company. "Hey dry-erase-board-guy.....You forgot the mudflaps!"

Don't look now, but I just provided free world-wide advertising for these companies. You would think that would be worth something.....

The general public's view on truck drivers is getting better, but still needs improvement. Companies work very hard to promote safety. America's highway system was originally built for moving commerce, and everything we purchase has been on a truck some time or another. Education is key for both truck and automobile drivers to accommodate each other. We have bad seeds on both sides, but for the most part, we make it work. Unfortunately, people's patience level is now at an all time low. Everybody is in a hurry to go nowhere. In the public's opinion, either a truck is going to slow and they don't want to be caught behind it, or a truck is speeding and out of control. There never seems to be a happy medium. Being a truck driver, you will experience and be reminded regularly by a popular gesture, that you are the #1 driver! But, there will always be that little boy in the yard signaling you to blow your horn. That's what it is all about! Good PR....