SCDigest Editorial Staff
SCDigest Says: |
 It all means tens of millions will hear about the power of logistics , from CEOs to high school or college students considering fields of study.
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In the biggest ad campaign in company history, UPS is - at least for now - ditching its long-running "What Can Brown do for You? " themed ads with a new campaign that touts the power of logistics.
Time will tell whether the ads are good for UPS, but its seems to us here at SCDigest that they are definitely good for raising the profile and image of the logistics discipline and career path.
The ads starting running on television as well as in print and other media about two weeks ago, and are feature the new ad theme of "We Love [heart symbol] Logistics."
The primary target of the campaign, it seems, are smaller and mid-sized companies who may need a broader set of logistics services than simpler parcel or LTL delivery, especially with regards to developing business internationally.
While the concept of logistics has been defined and understood for decades in the business community, what exactly it entails may not be very well understood by the average consumer. In a story about the new campaign, for example, the Wall Street Journal probably correctly felt the need to explain the term to reader, noting that "Logistics essentially involves the critical steps that allow a company to get its product to customers—stocking and running a warehouse, filling orders, clearing goods through customs, choosing a shipping method and handling returns."
The new campaign was inspired in part by research that showed 70% of UPS's US customers export to just one country, typically Canada.
UPS CEO Scott Davis said recently that "if you're looking to grow over the next 10 or 20 years, you've got to look at a customer base beyond the US."
The ads are actually being run across the world, with slightly different messages. In China, for example, the theme will revolve around how companies can be serve the country's growing middle class.
(Transportation Management Article - Continued Below)
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The television ads feature a takeoff of the Dean Martin song "That's Amore," sung in Mandarin, Spanish and English depending on region of the globe, with lyrics such as, "When it's planes in the sky, for a chain of supply, that's logistics," and "There will be no more stress, 'cause you've called UPS, that's logistics."
