our products and services. We
attend and present at numerous
conferences and conventions. One
of the greatest marketing tools we
can utilize is an open dialog with
current and future partners.
When not meeting face to face,
we use several tools to remain top-of-mind to our current and future
business partners. One such tool is
the Logistically Speaking printed
newsletter, which reaches a worldwide audience of nearly 3,000.
Highlighting the advantages and
success stories of Rickenbacker,
Logistically Speaking is produced
in English and Chinese for the
benefit of our partners and business
interests in our core international
air cargo market.
Many of the marketing techniques
used for cargo carriers are the same
as for passenger carriers. Both
businesses are built on the creation,
cultivation and maintenance of
strong professional relationships.
For both, we attend and present
at national and international
conferences. We are active in local
and regional trade organizations.
We use newsletters, websites and
social media to engage potential
The most significant difference
between cargo and passenger
marketing is the target of our
efforts. With passenger carriers, the
focus is on attracting the airline
itself. Passenger airline executives
are the decision-makers regarding
the markets they serve.
With cargo, that isn’t necessarily
the case. The shippers and freight
forwarders are highly influential in
determining which markets to fly in
and out of, often making the airline
the final piece of the equation. We
are committed to working with all
three legs of this stool — airline,
shipper and freight forwarder
— to provide quality solutions
and optimization of supply-chain processes.
Our goal continues to be to
further develop Rickenbacker
Inland Port as a multi-modal
logistics center serving as a vital
gateway for North America. We
believe in our product, and we
believe quality and respectful
relationships open doors and
breed success. A
David Whitaker is vice president, business
development and communications, Columbus
Regional Airport Authority. He may be
reached at dwhitaker@ColumbusAirports.com.