How logistics companies can turn big data into marketing success

Ed Gould - 14th August 2017

In a world where, on average, we are exposed to the information equivalent of 174 newspapers every day, one of the key elements to any marketing campaign is clear messaging that reaches the audience in a targeted and concise way.

How it works

An infographic is a visual representation of information or data, and an innovative way of displaying content that can grab the attention of your target audience. An infographic can be used to simplify and present almost any data and is a useful marketing tool for any industry. Applying their use to an industry such as transport and logistics, where data and figures are part of the day to day running of the business, can be particularly valuable.

PSP Worldwide Logistics, for example, handles 7,500 consignments per year, and a 40m luxury yacht worth £18m is the most expensive item it has shipped. These figures are impressive, but they grab your attention much more readily when presented like this:

PSP Logistics Stats

Infographics are a fantastic way to visually display your company’s data, which is why we created this one for PSP. But creating a high-quality infographic is only half the story. It’s also about how you use it.

Infographics are excellent marketing materials, but to be most effective they need to be part of a wider marketing campaign. We created this infographic for PSP and it complemented a wide range of marketing activity, from press coverage to sponsorship of the Southampton Boat Show, all of which helped to cement its reputation as a worldwide leader in project logistics.

Our infographic top tips

1. Focus on your hero statistics

Including too much data and too many statistics can defeat the object of having an infographic. Remember that the idea is to be concise and to cut through the information jungle, so less is more – and that goes for the number of infographics you create too.

2. Make it shareable

Make it easy for others to share your infographic. Include an embed code with your posted or uploaded Infographic, so that people can then easily integrate that code into their blogs or websites. Add social media buttons so that the infographic can be pinned, tweeted, added to Facebook and LinkedIn.

3. Make it part of a wider strategy

Infographics should be promoted as part of your whole marketing strategy. So once you have created your graphic, share it with your clients, use it at events and include it in your marketing and PR collateral.

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