MMTA’s Behind the Wheel ~ Q2 Spring/Summer 2020

Your copy of Maryland Motor Truck Association’s statewide magazine dedicated to trucking and transportation executives, Behind the Wheel, should have reached you by now. It was direct-mailed to more than 8,000 leaders in transportation early last week.

Here, now, is the digital version for easy accessibility for you. Be sure to check out our advertisers live weblinks that, when clicked on, will transport you directly to their websites. And while you’re there, please thank them for making this publication possible!

http://online.anyflip.com/ejlw/hngi/mobile/index.html

Enjoy,
Your MPG Team

#mpg #lovewhatyoudo #truckingmovesamericaforward #thankatrucker

MTAC’s The Transportation Professional ~ Featuring Mike Paine, Paine’s Inc.

We are delighted to share our inaugural edition of Motor Transport Association of Connecticut’s statewide magazine, The Transportation Professional, with you now!

To view the digital version, please click on this link:

http://online.anyflip.com/ejlw/lmvj/mobile/index.html

When you scroll through its pages, you can trust that you are in good company because more than 6,000 leaders in transportation — executives and purchasing agents alike — are doing the same thing. Let that sink in: 6,000 readers throughout Connecticut and surrounding states. That’s a whole lot of people in trucking!

This is the ONLY publication dedicated to the trucking industry in Connecticut. Brought to you by MTAC, this is and will always be the most trusted source for trucking news in the state.

We are grateful for our advertisers! Please be sure to thank them for making this first edition possible through their advertising support.

Thank you, MTAC, for this terrific opportunity! We are proud to serve you and be a part of your amazing team!

And — Thank YOU for your interest and for becoming a reader!

Here’s to the future and many more gorgeous editions of The Transportation Professional!

— Your Team from MPG

When A Recession Comes, Don’t Stop Advertising

COVID-19: Why You Should Keep Advertising During a Market Downturn

Los Alamitos, CA (April 15, 2020) – Businesses nation-wide are taking a hard hit due to the COVID-19 pandemic, and the print media industry is no exception. Often times during an economic crisis, businesses may end up cutting marketing expenditure in an effort to save money. However, history tells us that cutting advertising budgets during a downturn can actually hurt your business long-term as opposed to helping it. Forbes gives us a list of several different brands who benefitted by maintaining their marketing budget during an economic downturn. Here are their stories.

Kellogg’s Cereal Brand: In the 1920s, Post Foods Cereal brand was the category leader for ready-to-eat cereal. During the Great Depression, Post cut back on their advertising budget while Kellogg’s Cereal Brand doubled their advertising spend, investing in radio and introducing a new cereal called Rice Krispies, featuring “Snap, Crackle, and Pop.” Kellogg’s profits grew by 30% resulting in the company becoming the category leader, a position it has maintained to this day.

Toyota Corolla: The 17-month recession of 1973-1975 was triggered by the energy crisis. In late 1973, the U.S. government issued its first miles-per-gallon report in which Toyota Corolla was second to Honda Civic in fuel efficiency. Since Toyota was experiencing strong sales, when the economic downturn hit, the temptation was to drop their ad budget, which they resisted. By adhering to its long-term strategy, Toyota surpassed Volkswagen as a top imported carmaker in the U.S. by 1976.

Taco Bell and Pizza Hut: In the 1990-1991 recession, Pizza Hut and Taco Bell took advantage of McDonald’s decision to drop its advertising and promotion budget. As a result, Pizza Hut increased sales by 61%, Taco Bell sales grew by 40% and McDonald’s sales declined by 28%.

Amazon: Amazon sales grew by 28% in 2009 during the “great recession.” The tech company continued to innovate with new products during the slumping economy, most notably with new Kindle products which helped to grow market share. As a result, in the minds of consumers, Amazon became an innovative company by introducing a lower cost alternative to cash-strapped consumers.

While the temptation now may be to cut back on advertising, you may want to reconsider. Instead, redirect your brands’ message to match the current economic climate but be careful with the type of message you put out there, especially during these fragile times. COVID-19 has impacted many individuals on a personal level, and you don’t want to risk coming off as insensitive or exploitative. Whatever your message may be, it’s best to keep a positive, inspirational and helpful tone.

As history shows us once again, businesses will recuperate and people will buy again.

Sources: Forbes – When A Recession Comes, Don’t Stop Advertising, By Brad Adgate; Trend Offset Printing

MMTA’s 2020 Membership Directory & Buyers’ Guide

The newest edition of Maryland Motor Truck Association’s annual Membership Directory & Buyers’ Guide is headed out to our readers very soon! Watch your mailbox, if you’re on the list. If you’re not on the list and you’d like to see a copy, send us a private message and we’ll get one to you promptly.

Enjoy!

#mpg #lovewhatyoudo #truckingmovesamericaforward