A FS Global is a freight forwarder handling imports and exports to and from every country in the world. The company has a strong reputation for delivering outstanding personal service and wanted to build on this to establish itself as the first-choice freight partner businesses with global ambitions.
The challenge
The leadership team at AFS had ambitious growth targets and needed a partner that could devise a marketing strategy to support its goals, providing guidance from initial concept to execution.
Fourth Day had three objectives to support lead generation:
- Enhance AFS Global’s reputation
- Keep AFS front of mind among customers and prospects – through a continuous flow of direct communications and media coverage
- Build credibility through compelling content
Our approach
The global shipping industry has faced turbulence in recent years and organisations need guidance on everything from budgets and ordering schedules to tariffs and shipping routes.
Our strategy centred on positioning AFS Global as an authoritative, informed industry leader and a go-to resource for information and advice.
We achieved this via a multi-strand campaign comprising:
Prospect nurturing – To provide timely and relevant guidance to its target audiences, we created the AFS Freight Forecast Barometer — a visually engaging piece of advisory content.
The barometer provided insights into the global shipping landscape by analysing historical data, market trends and global events that impact demand and capacity, such as the Lunar New Year and international tariffs.
This regular update positioned AFS as an authority and trusted friend in the freight industry. It was shared across LinkedIn and email, as well as being used as a conversation starter in meetings and at events.
Media attention – From net zero to the impact of sanctions on importers, AFS Global spokespeople regularly featured in relevant media publications including Breakbulk, North West Business Insider, Logistics Point and Loadstar.
Industry guides – To cement AFS’ reputation as a valuable industry resource, we developed an advisory whitepaper that explored how cross trade can unlock new markets and fuel growth. Fourth Day managed the whole process – from ideation to copy, design and amplification.
Video series – To show the human side of the business and to put the AFS thought leaders front and centre, , we created a video series that offered tips on everything from managing cross trade paperwork to avoiding customs headaches. This included a case study-style segment where customers shared their experiences of working with AFS and how it had benefited their business.
‘‘In a turbulent industry, being able to deliver clear and regular communications has been vital in setting us apart from the competition and building our reputation as a trusted advisor. Fourth Day’s expertise and guidance has enabled us to raise our profile and directly supported our business growth.’’Chris Higgins Commercial Director at AFS Global
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