Dear AMSA Member:

Although the "experts" still don't all agree about the state of our economy or the forecast for the balance of 2010, many of the movers I have spoken with are finally beginning to see an improvement in their business. Additional corporate RFPs and significant increases in pending moves all seem to point toward an improved 2010.

Mark Eschbacher,
Chairman, AMSA Supplier Committee
Founding Member, AMSA's Allied Committee for the Moving & Storage Industry
Vice President, Sales & Marketing, AE Worldwide

AMSA Supplier Committee Leadership:

Mark Eschbacher, Chairman Vice President of Marketing, AE Worldwide meschbac@aeworldwide.us

Charles Ducas, Vice Chairman Senior Vice President of Sales, Marketing and Business, Kentucky Trailer cducas@kytrailer.com

Joe Bippen, Secretary/Treasurer Chairman, Asset Controls, Inc. / Windfall joeb@assetcontrols.com

Second Quarter 2010

Brian Kraff, Market Hardware

Many moving and storage companies have found a way to significantly increase the amount of business they get from the Web: pay-per-click (PPC) advertising.

PPC advertising is an auction-style advertising method of paying for placement on the major search engines like Google, Yahoo!, Bing and Ask.com. PPC can be much more cost effective compared to Yellow Pages, newspaper, radio, billboards and direct mail.

With PPC, you as the advertiser have the ability to be guaranteed exposure on any search engine results page on the Internet rather than leaving it to pure chance. With PPC, you purchase the right to have your site's name and brief description appear as a link alongside, above, or on the same page as regular search returns.

PPC marketing delivers value for three reasons:

• You only pay if a user clicks on your link. It costs nothing to be displayed on the results page. As a result, this doubles as a branding opportunity.
• It is almost always less expensive to use PPC rather than search engine optimization (we'll talk about SEO in the next issue of Supply Line). And, unlike SEO, you get instant results instead of months later.
• You can track what you are spending, turn the program on and off, and modify the campaign instantly based on performance. Can you think of any other advertising programs that can make that claim?

Budgeting

Your budget depends on the size of your market and the level of search engine dominance you want to achieve. For most movers, $500 per month is a good baseline starting point. But if you are in a top 20 market, or want to see a fast spike in new lead volume, you should expect to invest more.

For more strategic budgeting, consider how much a customer is worth to your bottom line and how much new business you would like. Multiply those two numbers together and then take 10% - 30% of that number to determine a sensible investment in marketing for your business' future.

Can I do it myself?

Yes. PPC programs are accessible to all. Major players like Google and Yahoo! do a fairly good job of providing information, glossaries and step-by-step instructions to guide you through the process. But most movers are busy enough running their business. If your time is tight, or you don't want to learn all the steps of doing PPC, consider seeking help from your Web site provider or the Web experts at Market Hardware.

To get the most from your Web site, consider pay-per-click advertising. It is a proven and predictable tool to get in front of the many customers who use the Web every day to find local moving and storage companies.

AMSA members can call Market Hardware for a free 30-minute search engine marketing consultation at (888) 381-6925. Learn more at www.markethardware.com/ppc.

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BJ Farish, Profit Builders

As the economy continues to languish, many companies continue to look for opportunities to shed costs without jeopardizing productivity, customer service, or quality. During an economic crisis, laying off employees is the first thing that many companies think of. Sometimes that is a necessary step, but here are five tips to take prior to cutting personnel:

1. Assets: Do you own 50,000 square feet of warehouse space, but can operate more efficiently out of 30,000 square feet? Find a tenant to lease that extra 20,000 feet or challenge your sales team to fill that space with revenue generating business. Do you have trucks or other equipment that are not fully utilized? Sell them and replace them with equipment that you can rent only for the peak times. Do you have additional furniture or computers in your facility that you do not use on a regular basis? Donate them to a local non-profit (notify your local paper to get free publicity).

2. Telecommunications services: Telecommunications consultants can assist you in evaluating your company's needs and matching the right services for you. Pay for voice, data, and wireless services that you actually need and use rather than the standard packages that are available. Voice over Internet Protocol (VOIP) may be a cost effective way for you to handle your telephone system. Consider video conferencing periodically instead of traveling to each of your branches.

3. Email verses mail: Can you invoice your customers electronically? What about managing payments through your bank's Web site? Eliminate the costs of ink, paper, envelopes, and postage. Plus, you will have the added bonus of electronic records of each transaction. Scanning documents and attaching them to your email is another way to avoid postage.

4. Parcel services: Are you using UPS, FedEx, or another small parcel service? Are you getting the best rates? Consider a cost comparison with the US Postal Service. Are you getting the best discount possible based on your shipping volume with your current supplier? Are your employees in the habit of sending packages overnight rather than three-day ground? Make three day ground shipping your default method and use priority overnight services for emergencies.

5. Audit services: How much does that coffee service cost? What about the five-gallon bottles of water for the cooler? Have your office cleaning service costs climbed but your office square footage remained the same? Has it been a year or more since you reviewed those services? You may be able to reduce your costs or eliminate unnecessary providers.

Brainstorm other expense reduction ideas with your team. Bring in a group that includes sales, operational, warehouse, drivers, and administrative personnel. Tell them your goals (in dollars or as a percentage) for cost reductions. You will be amazed at the ideas that they generate. You will also reap the benefits of making your employees feel more included in the overall operation of your organization. As you implement their ideas, they will continue to come to you with additional ways to streamline your company.

BJ Farish is the president of Profit Builders Consulting and provides new business development, sales training, and profitability boosting to transportation companies. As an avid marathoner, BJ understands that proper training and discipline yield tremendous results. In addition to www.profitbuildersusa.com, you can also connect with him on LinkedIn, Twitter, and Facebook, or contact him at bjfarish@profitbuildersusa.com or (253) 929-9804.

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Guy Lemieux, Western Star

This January, U.S. truck manufacturers again took the world stage by delivering yet another major reduction in harmful exhaust emissions. The EPA 2010 standard requires oxides of nitrogen (NOx) levels from new trucks be reduced to almost zero while maintaining the near-zero particulate level established with EPA 2007. After researching all options, most manufacturers chose selective catalyst reduction (SCR) as the best EPA 2010 solution based on environmental advantages and payback to fleet owners.

SCR is a simple, cost-effective, exhaust after-treatment solution for reducing NOx downstream from the engine, while providing increased fuel efficiency and power. With SCR, diesel exhaust fluid (DEF) is injected into the exhaust stream which reacts with the NOx in the SCR catalyst, forming harmless nitrogen and water.

SCR-equipped vehicles deliver reduced maintenance, increased fuel economy and require fewer regenerations of the particulate filter. The SCR process represents proven, road-tested technology with significant advantages for the environment and your business. To achieve the extremely low NOx levels required by EPA 2010, most major engine manufacturers use an SCR process that also employs moderate levels of exhaust gas recirculation (EGR). This proven method of combining SCR and EGR applies the best of both technologies to efficiently reduce harmful emissions and provide better engine performance.

The alternative to SCR after-treatment is increased EGR. While EGR effectively reduces NOx, relying solely on EGR to achieve the 2010 standard raises stress on internal engine components, requires increased cooling systems capacity, and reduces fuel efficiency. In plain English, an increased level of EGR requires more cubic inches to achieve the same hp levels while unnecessarily straining the engine.

Click here for more information on diesel exhaust fluid.

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David Runge & Dr. Johnson Wu

Dining tables and dressers accounted for over 30% of total industry claims costs* for the moving and storage industry in 2009, with dining tables accounting for over 16% alone. When we count damage to beds (wood surfaces), 40% of total industry claims costs are accounted for by only three items. Dining table damage, at 16% of costs, presents the most significant challenge resulting in high repair costs and low customer satisfaction.

Dining room tables are subject to friction or movement damage resulting in scratches, rubs, and mars; and impact damage resulting in dents, cracks, and gouges. Additionally, these tables are also subject to pad impressions left on waxed surfaces.

While damage to table on edges and legs can be repaired on site at a reasonable cost, top damage usually involves a complete top refinish and means removing the table from the customer's home for a lengthy period. These top repairs can range from $800 to $2500 or higher. This causes dining tables to contribute much more to total claim costs than their frequency of occurrence might suggest.

In addition to high repair costs for the mover, removing such a significant piece of furniture from the home leads to a high level of stress and frustration for the customer and reduces satisfaction with the moving experience.

Table top friction damaged is mainly caused by failure to use a clean protective material against the surface. Often standard moving blankets are too large and bulky to practically keep clean or to clean between uses.

Table top impact damage results from the inability of a standard, single layer moving blanket to offer sufficient impact resistance from significant blows or sharp object contact. Both types of damage can occur during the packing process, in transit, or at point of delivery.

Top Shield^® System is a new quilted protective product that helps movers reduce transit claims costs (US patent pending #61305654). It is composed of three protective parts, including the Top Shield skin^® , Top Shield pad^® , and an Impact barrier.

For Top Shield^® System inquiries, please contact (888) 779-7996, or Sales@LookChina.com. For photos and more information visit www.claimsshield.com.

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Agility Logistics won the "Best Booth Design" contest at AMSA's 2010 Annual Education Conference & Expo held February 21-24 in Phoenix, Ariz.

The company was awarded a $500 certificate toward its booth costs for our 2011 Conference & Expo in Jacksonville, Fla. , March 6-9, 2011.

Susan Ratliff from Exhibit Experts judged the contest using the following criteria: immediate recognition; "wow" factor; attention-getting signs and graphics; neatness and professional image of each exhibit.

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Susan Ratliff, Exhibit Experts

It has been statistically proven that tradeshows work. And they work well.

It's not hard to notice that small businesses, especially those in the meetings, conventions and events industry, have been greatly affected by these turbulent economic times. When capital is in short supply, the tendency for most small companies is to slash the marketing/advertising budgets. It is with this knowledge that the shrewd business owner seizes the opportunity to increase market share and get an edge on the competition. While everyone else is waiting for the economy to turn around, the smart entrepreneur is finding new ways to reach customers. One of the most effective ways to capitalize on a down market is through a tradeshow.

Nine out of ten companies ranked exhibitions as the number one most useful source of purchasing information, because they could examine and evaluate competing products in one location.

If you are not in a selling show, committing yourself to lengthy presentations for a few people limits your exposure to hundreds of potential prospects. A more realistic goal would be to solicit qualified leads from as many prospects as possible. Hold a contest, drawing or survey to obtain names, addresses, phone numbers and Internet information. Let people sign a guest list or register to receive your newsletter. Jot a note on the back of each lead to help you remember their needs and what was discussed. Rank the leads to categorize those that are "hot" and need immediate follow-up from those that will be future prospects.

Investigate the competition. Take off your badge and hang out by the competition's exhibit. Observe the staff interacting with attendees and listen to the sales presentations. Compare prices, benefits and features the competitor offers. What does that company do that your company doesn't?

Feature something new at your booth. Attendees come to tradeshows to find new innovations in the marketplace. Focus on a new product, service or benefit. Launch it with some fanfare, create an attraction, or build excitement to draw prospects to your booth.

Introduce important people. Give customers a chance to meet the owner, manager, artist, inventor or president. Offer a place to chat, shake hands and get up close and personal to the big boss. This makes a memorable impression on prospective customers.

Image is everything on the show floor. An impressive display is critical to your success. At a glance, attendees must comprehend who you are, what you do and why you are exceptional. Your display should have a theme that reinforces your company slogan. Use interesting props that compliment the theme, stimulate an emotional response and bring your products or service to life. Clever items added to your merchandising efforts can help to illustrate an intangible service.

When it comes to the marketing and sales messages on your exhibit graphics, think big, bold and colorful. All text should be short, succinct and intriguing. Use statements that hype your benefits more prominently than your features. The finished product should exemplify the same professionalism/personality that you promote on your website and company brochure.

Follow up immediately with your prospects by email, fax or phone within three days, and to thank them for visiting your booth. Give them an incentive to respond.

These are simple tips that will help you to increase your bottom line.

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Christina Edgerton

The future of tradeshows seems to be up in the air recently. Are they still effective? Do people plan on attending them for the next 10 years? What size of shows are bringing in the highest attendance rate?

Well, tradeshow planners, attendees and general proponents of these face-to-face events should worry no more. According to the Convention 2020 survey conducted by Fast Future Research, the majority of the meetings industry believes that trade shows will in fact be alive and well 10 years from now.

As to why that is, three-quarters of respondents note networking would remain the top factor. Half of respondents expect to see fewer but larger shows. Additionally, four out of five respondents think there will be several smaller, specialized events for different industry sectors.

Interestingly, many respondents don't see technology as a bane to the trade show world, but rather a beneficial addition. Most respondents think technology will enhance the event experience, with 75 percent saying that they foresee streaming video being used to include remote participants and 70 percent saying they think social media will be used to enhance the experience beyond just the days of the event itself.

To sum it up, ICCA (International Congress and Convention Association) CEO Martin Sirk said, "Demand for live events is expected to hold strong out to 2020, but to attract customers will require significant innovation in meeting format."

Meeting and event professionals worldwide have been saying it for a long time: there is still no better way to network than face-to-face meetings with those in your field. This study certainly reinforces this idea. So now, what will you do to take it to the next level?

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Simon T. Bailey, Brilliance Institute

As I look around the world, there is a gravitational pull to be average, common, just plain ole regular. I see men and women playing it safe and living beneath their potential. I observe people with unbelievable gifts, raw ability, and uncommon talents who settle for what life has given to them instead of striving for who they were meant to be.

People who show up to shift the conversation, shift market share, shift the thinking, and shift results are the ones who are promoted and have a seat at the table. If you are not shifting how you do what you do? Now is the moment/time to stand up and SHIFT or be shifted!  Average thinking, average living and average results no longer exist.  

A shifter is a person/organization that is "IN IT TO WIN IT. " Anything less is common, unfulfilling and unrewarding. If you don't love your job or business, there are tons of people in the current job market waiting to take your place. They are hungry, desperate to add value, and make a significant contribution.

I challenge you to get unstuck by shaking the negative dust of limited thinking off of your shoulders. Here are some practical tips to be "In it to Win it!"

1. Be Boardroom-Ready! My friend called me and said she was ready to go to another level professionally. There was a juicy director-level role at her company and she applied for it. We discussed how she was going to land this coveted role that over 100 people were applying for internally and externally. To win the role, she outlined her value in her current role, what she would do within the first 90 days in the new role, and highlighted her point of differentiation. She got the job.

2. Beware of distractions. Turn the negative news off. Turn off the flow of gloom and doom; it's a distraction that is keeping you off-center and off-kilter because negative input + good person = negative results. Focus on what you can control and what you can change.

3. Be Bold. If someone is saying something that you do not agree with, then raise your hand and say "Excuse me, I don't agree. I see it differently. "  Being aggressive in your job is not a bad option when it benefits the company.

4. Earn Street Credit - You do it by solving problems that no one wants to solve and finding solutions that no one can find. Right now you are the solution that someone needs. Right now you have the answer to solve a problem. How you see things working and then execute it, your credibility is established in your industry.
 
As you implement these steps, you will discover that shifting is a process not just a one-time event. It's a marathon not just a sprint. Make a commitment to shift and watch the universe shift in your direction.

An internationally known speaker, author and consultant, Simon T. Bailey inspires individuals to take charge of change and transform their lives from the inside out. To learn more, visit www.simontbailey.com.

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Save the Date:

AMSA 2011 Annual Education Conference & Expo will be held in Jacksonville, Fla. on March 6 – 9 at the Hyatt Regency Jacksonville. Reserve/buy your booth space now. Contact Norma Gyovai at ngyovai@moving.org or (703) 706-4965 for payment options. Information on the conference agenda and sessions coming soon!

Send in your ideas and article submissions for Supply Line to Norma Gyovai at ngyovai@moving.org.