Author Archives: Chris Hippler

3 sure-fire ways to get foot draggers to order your ELD system today.

Fleet managers who are dragging their feet about transitioning to ELDs are going to end up behind the eight ball. They are clinging to the irrational hope that the ELD Compliance date of December 18 is going to change. Despite posturing by politicians and pundits, the likelihood of it changing is remote.

You and I know the time to buy is now; how do you convince the “wait & see” prospect? Here are three techniques that can help you clinch the deal.

1. Offer an irresistible incentive to sign now.

Come up with a offer they can’t refuse. If you have a good relationship with the prospect, simply ask them, what would it take to get you to sign up now?

Consider attaching a time line to offer: Buy by December 1, and we will extend a 15% discount.

2. Explain real world consequences of not getting on ELD bus

These are not scare tactics; these are real world consequences of waiting to invest in an ELD system. Here are a few:

  • Shippers and brokers will increasingly demand ELD compliance from their carriers.
  • As the December 18 implementation date nears, there is a very real concern that there will not be enough devices to meet demand. Get yours now while they are available.
  • Insurance rates are likely to go up.  Carriers that do not e-log up will likely have a hard time buying insurance. And if they can get it, it’s going to be a nosebleed rate.

How do you leverage these consequences? Here’s one effective method: allow fleet managers to commit to your system now, and pay for it when it is delivered.

3. Increase in productivity = More revenue

The biggest problem late adopters are going to face is “the reality of the shortfall of revenue,” said a fleet manager.

“We’ve been on e-logs for five years now, and I can tell you that late adapters are going to lose 4-7% in productivity,” he said. “Paper-log folks do not log properly. That gap in productivity is going to be huge.”

In the end, you need to build trust by listening to a foot draggers objections, addressing them directly, then giving them an incentive to buy now.

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Rand Construction Chooses Capital Letters Again for Marketing Expertise

In 2014, Brighton-based Rand Construction selected Capital Letters as their agency of record for marketing, and the first assignment was developing a new corporate website..

 

In 2016, Rand chose Capital Letters again.

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Customer-Driven Strategy

At age 52, Amazon CEO Jeff Bezos is worth $66.5 billion and recently surpassed Warren Buffet as the third richest person in the world. His fortunes have come largely from Amazon, which he founded in 1994. Today, Amazon has revenues of over $200 billion and is currently one of the largest retailers in the world despite having no physical stores.

At the center of this growth is Bezos’ relentless focus on customer strategy.

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IOSiX selects Capital Letters Marketing to develop marketing strategies

IOSiX, an automotive engineering company based in Ypsilanti, Michigan, has selected Capital Letters Marketing to develop marketing strategies for existing products as well as new products in development.

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How do your prospects find you online? Here’s the key.

When a prospect (or a customer) types in a query into a search box, the search engine doesn’t go find the page; it finds an indexed version of the page and returns a result in seconds. And key words are the guide.

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5 secrets for better email marketing results

Email marketing can be an effective and efficient way to reach customers and prospects. But it can also be a colossal waste of time and money if done poorly,

Here are five best practices that will help you get results.

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The Benefits of Building a Better Brand

Branding is more than a business buzzword; it’s your competitive edge. Your brand differentiates you from everyone else in your category.  In a Business-to-Business environment like CAM, your competitors can duplicate almost anything of yours. They may be able to do a better job, sell the product or service at a lower price.

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Helping a Manufacturer Find a National Distributor

contractor-hat-boxWe were recently contracted by an Italian manufacturer to help find a distributor for their new product. Here’s how we helped CDR build a presence in the United States.

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FOR IMMEDIATE RELEASE: CDR selects Capital Letters Marketing to be North American Representative

FROM: Chris Hippler, Capital Letters Marketing

SOURCE: Gabriele Casini, CDR

ANN ARBOR, MI, November 8, 2015 – Gabriele Casini, Sales And Marketing Manager for CDR, announced that Capital Letters will be the CDR North American representative.

“CDR is a great company,” said Chris Hippler, President of Capital Letters Marketing. “We’re honored to help them build a stronger presence in the United States and throughout North America.”

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The Italian Job: New Capital Letters Client

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In March, I attended SNAXPO 2015, the snappy name for the annual convention of the Snack Food Assocation (SFA).  Our client, Crystal Filtration, was hosting at their booth the global launch of the FoodLab Touch, a new food analyzer.

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