A year prior to the ‘Define Your Load’ campaign
Posted: Sun Feb 16, 2025 5:56 am
Steve Burns came back into the limelight out of nowhere. I think we all remember that moment. I was even one of those guys who thought Steve Burns died.
For folks who recognized Steve Burns, adding in the cursing element had shock value. There were some people that didn’t recognize him, but when they did, it was the perfect surprise and delight moment for viewers.
Flock Freight’s ‘Truck Stop Talks’ and ‘Humans of Trucking’ provide a glimpse into the lives of professional freight drivers and none of the interviews are scheduled. Can you elaborate on your approach to marketing in a unique way?
Think of Flock Freight like a marketplace. We’re bringing carriers and shippers together with our patented shared truckload technology that rideshares freight on empty truck trailer space. We work with loan data some really cool brands, but we can only do so much in co-marketing with those companies that ship with us. When we go that route, we’re talking a lot about [Flock Freight]: the results the shippers experienced, the partnership and the benefits that our technology unlocks for those shippers.
But let’s be honest, that’s a lot of ‘us’ talking about ‘us.’ Those case studies are very valuable for Flock Freight, but on social, talking about ourselves all the time doesn’t resonate. In order to differentiate and bring a fresh approach to our social strategy, we did an analysis of all the other players (peers and competitors) in the logistics and supply chain space. Some trucking companies recognize drivers in certain ways, but they don’t do deep storytelling. In this niche, there are online communities like Facebook Groups and sub Reddits where carriers and professional truck drivers talk to each other. While analyzing these, a few themes came out that gave us insight to go this way.
For folks who recognized Steve Burns, adding in the cursing element had shock value. There were some people that didn’t recognize him, but when they did, it was the perfect surprise and delight moment for viewers.
Flock Freight’s ‘Truck Stop Talks’ and ‘Humans of Trucking’ provide a glimpse into the lives of professional freight drivers and none of the interviews are scheduled. Can you elaborate on your approach to marketing in a unique way?
Think of Flock Freight like a marketplace. We’re bringing carriers and shippers together with our patented shared truckload technology that rideshares freight on empty truck trailer space. We work with loan data some really cool brands, but we can only do so much in co-marketing with those companies that ship with us. When we go that route, we’re talking a lot about [Flock Freight]: the results the shippers experienced, the partnership and the benefits that our technology unlocks for those shippers.
But let’s be honest, that’s a lot of ‘us’ talking about ‘us.’ Those case studies are very valuable for Flock Freight, but on social, talking about ourselves all the time doesn’t resonate. In order to differentiate and bring a fresh approach to our social strategy, we did an analysis of all the other players (peers and competitors) in the logistics and supply chain space. Some trucking companies recognize drivers in certain ways, but they don’t do deep storytelling. In this niche, there are online communities like Facebook Groups and sub Reddits where carriers and professional truck drivers talk to each other. While analyzing these, a few themes came out that gave us insight to go this way.