TGI Cargo Project Details
TGI Cargo was struggling to stand out in an overtraded sector – and its work with a long-term agency was not having an impact.
- Targeting
- Strategy
- Outcomes
TURNING TGI CARGO’S MARKETING AROUND
Companies should feel that they and their marketing partner are working towards a cohesive vision. Unfortunately, “marketing for marketing’s sake” is all too common – especially when an agency doesn’t fully grasp what its client does or its target audience.
Marketing is only effective when it aligns with a business’ unique objectives and leverages a deep comprehension of the business’ core strengths. TGI Cargo was struggling to stand out in an overtraded sector – and its work with a long-term agency was not having an impact.
THE CHALLENGE
TGI Cargo is a freight forwarder that specialises in transporting oversized and hard-to-move cargo door-to-door – both in Australia and internationally. Their vast network of global logistics and transport partners allows them to achieve their customers’ turnaround and budget needs, where other providers can’t.
Although TGI had been working with a marketing partner for several years, they had not achieved results that met their business goals. Feeling that their marketing was “just checking boxes”, a review from MindMoB found that it was…
Generic and insubstantial, with no overarching plan to work towards
Lacked understanding of their business – despite working with TGI for years
Without clearly defined outcomes or metrics to measure success
Not generating awareness in their target audience of their products and services
SOLUTION
MindMoB’s first priority was to thoroughly assess TGI’s current situation to determine what was and wasn’t working. At its core, TGI was being held back by a missing marketing strategy and poorly considered brand direction.
Beginning with a thorough interview, research and analysis process, MindMoB sought to determine not just the business’ market position, but also its value proposition. This would allow the team to put together a plan based on facts. It involved…
Ascertaining key target audiences – as TGI’s offering was very broad
Conducting a brand review to pinpoint how the business was perceived
Auditing existing marketing channels to understand the opportunities available
Developing and executing a defined marketing strategy with established goals
OUTCOMES
After identifying TGI’s true competitive advantages and a niche that would enable it to succeed in a crowded market, MindMoB worked alongside the TGI team to roll out a strategy that delivered genuine value.
Created a new brand that was modern, professional and distinctive – to set the business apart from the competition
Developed key messaging that highlighted TGI’s unique benefits and how they addressed client pain points
Redesigned TGI’s website to be more customer-centric, with a focus on improving clarity, usability and lead generation
Published informative and trust-building case studies that showcased the scale of projects that TGI regularly undertakes
Boosted awareness of TGI among relevant prospects through social media posts and blogs – increasing LinkedIn followers by 300%
Provided ongoing marketing support – acting as TGI’s marketing arm to save costs and keep up the brand’s momentum
Since partnering with MindMoB, TGI has seen measurable growth and is engaging the MindMoB team on adjacent business projects.