Change is good – really!
By: Beverly K. Ringstaff, Creative Manager, ACS Advertising
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” ~ Charles Darwin
As part of our service to the transportation industry, those of us at ACS Advertising are constantly tasked with looking ahead. We examine industry trends, we scrutinize media strategies, we study results … all to prepare us for change. Like you, we have to change to stay competitive – and we have to help you change as well.
If you will be attending the Great American Truck Show in Dallas this month, you’ll have the opportunity to learn more about how recruiting in trucking has changed in the past few years. For example, you can’t rely on one form of advertising or one method of communication any longer. Depending on the type of drivers you’re targeting, you will need to explore a variety of communication channels to reach them.
In the creative group at ACS Advertising, we’re focusing on how to speak to drivers of different generations. What messages reach the Baby Boomers? What advantages mean the most to Generation X? How can we craft an ad campaign specifically for Gen Y? These are important questions for us because they are vital to YOU and the success of your recruiting efforts.
It’s also been a priority for us to explore all the ways your message is distributed whether through traditional publications or social media’s newest sites. Communication is so fast and furious now, you really have to pay attention to make an impact.
Finally, remember that all communication to and between drivers doesn’t originate with you. With today’s social media involvement, there are conversations going on all the time. The change you need to embrace is to get in on that conversation. A word of caution! As drivers connect on your Facebook, Twitter or other social media sites, remember that you can’t control their comments, nor should you! Let them talk about whatever is important to them THEN RESPOND! That’s the most crucial step that most fleets are not taking. If there is a complaint or negative comment, post a response that tells everyone you’ll look into the issue or explains the cause of the event. This shows your current and prospective driving force that you’re not afraid to listen to them and respond.
As Einstein once said, “the only constant is change.” Incorporating strategies to embrace our industry’s changes will give your organization a competitive edge.