Another case of brains over budget

The typical marketing view of the world is that a company is either first in its industry, a potential threat to number one, or an also-ran. Like a pyramid, number one sits on top, a few pretenders sit just below, with the bulk forming the foundation. And, while there are instances of dethroning here and there, being number one is a bit like incumbency in politics.

Faced with that reality, the large group at the bottom have a choice: Scurry for the scraps left by the big boys (while trying to position yourself for acquisition), or try to find a truly unique marketplace position that might allow you a little time in the sun with a particular audience segment or two.

As the transportation industry (what the average person would call "trucking") sorts out things at the top through mergers, acquisitions and such, a slew of smaller potatoes are just trying to get along. To do that, they need dedicated drivers that sign on and stay. And there's the rub.

If you travel enough major highways, you'll see plenty of trucks with tedious signage on the back that all reads something like, "We employ only qualified trucking professionals" followed by a phone number. After a while, the signs and the companies on whose trucks they reside start to blend together like a bad case of "highway hypnosis."

That is, except for Crete Carrier Corporation, a company out of Lincoln, Neb. that boasts 24 different terminals scattered throughout the Midwest and beyond. They've turned driver recruiting a bit on its ear, by talking more about their drivers' satisfaction than their skills.

Specifically, it's not uncommon to find a Crete truck with the following message on the tailgate (or whatever the back doors are called...) "Satisfied driver, 62 feet ahead." On the side of the truck is the message "The road looks better from here," with an arrow pointing at the cab. And, they brag a bit on their Web site about their retention success by showing a photo of a Crete truck bearing the message, "We also deliver for our drivers."

What's the difference? The effort. Someone actually put some thought into how to differentiate a job at Crete Carrier from the others. Very strategic.

What's the lesson here for marketing communications professionals?

• Budget schmudget. Crete knows that a strategic message, placed effectively, will outdo a big budget lacking a sound strategy. Don't think so? Remember pets.com...the company that poured its money into a big Super Bowl ad? Try finding them on the Web right about now.
• Personality counts. Think it matters to Crete that some potential employees might be put off by its unusual approach and messaging? Think Southwest Airlines would be as successful if it wasn't so committed to the idea of frivolity? You can't please everyone, so don't try.
• Remember who you're talking to. Is it to yourself ("We only hire the best drivers") or your target audience ("Satisfied driver - 62 feet ahead.")? The later celebrates the employees, not the company.

The message: When the only way to go is up, the fastest path is around - not over - those in front of you.