Driving demand & delivering leads for the nation’s largest 3PL provider
For six years we helped C.H. Robinson navigate many of the brand and marketing challenges of their diverse third-party logistics and supply chain business. We’ve led initiatives that have transported them into new markets and delivered stronger relationships and results all along the way.
a proprietary technology becomes A COMPELLING brand EXPERIENCE
When C.H. Robinson unveiled a new logistics management system that connected customers to their internal transportation management system (TMS), we didn’t see an app; we saw an opportunity. In partnership with our client, SCHERMER recommended elevating this primary customer connection into a compelling brand and experience.
We named it Navisphere, developed the brand platform and visual identity, and helped implement a full-scale “product” launch. Navisphere catapulted C.H. Robinson far ahead of its competitors, and gave the company a proprietary technology brand that is now recognized and respected throughout the industry.
our ux aptitude IMPROVED THEIR APP
With the brand set, C.H. Robinson asked us to create consistent and compelling UX/UI for both desktop and mobile apps. By applying innovative UX ideas—real-time data visualizations, dashboard designs, tracking and mapping analytics, and intuitive interfaces—we made mountains of existing and underutilized TMS data useful for customers. Without changing any backend code.
Navisphere not only elevated how customers manage their shipping, but as important, it helped CHR create a new conversation and unique position in the marketplace.
driving a big OPPORTUNIty WITH SMALLER shippers
C.H. Robinson made a big lane change to serving SMB shippers when it acquired Freightquote and Freightview in 2015. CHR then turned to SCHERMER to help map out brand strategies and marketing plans for the newly acquired companies.
Based on our research and recommendations, Freightquote was positioned as an endorsed brand offered within C.H. Robinson’s existing services portfolio. Freightview, the “Kayak.com-like” little brother of Freightquote, required a different strategy.
a new service that puts SMALLER SHIPPERS IN THE DRIVER’S SEAT
Freightview was a small start-up with no brand awareness and few customers. What it did have was huge potential, due to a unique SaaS platform that enables SMBs to consolidate, manage and simplify their less-than-truckload shipments and partners. All it needed was a brand strategy and marketing boost.
Due to the unique dynamics of SMBs, SCHERMER recommended Freightview maintain its stand-alone status. We then developed a go-to-market strategy and digital marketing campaign that emphasized the brand’s essence while reflecting its customers needs: independence, empowerment, simplicity, and control.
our campaign turned up the volume, even as we turned down the budget
For three years, we monitored and managed Freightview’s digital marketing to optimize its media effectiveness. Based on a steady stream of analytics, we were able to make continuous improvements, like testing new execution partners or balancing channel delivery, to maximize performance and reach more buyers.
In time, we implemented a programmatic media platform and integrated new third-party data sources, enabling us to visualize cross-channel program performance more effectively and optimize media spend in real-time – delivering a stronger return on ad spend (ROAS) and more valuable leads to the business.
Results were impressive: In year one, we delivered 85M impressions and delivered on conversion rate goals. In year two, we optimized media and delivered the same lead volume – with 44% of the spend – driving down years-to-recover media spend from six to three, based on Customer Lifetime Value*. By year three, we improved conversion rates 76%, and years-to-recover media spend dropped to just two years. (*industry average for SaaS is 5x CLV)