TNT seeks more SME business under new tagline
TNT has launched a new tagline as part of its corporate-wide restructuring programme: “The People Network”. The Netherlands-based integrator had previously used the slogan “Sure We Can”, but said the new mantra reflects its drive to develop strong relationships with customers.
The firm said it wanted to be the “human challenger” in the battle for the shipping business of small and medium-sized enterprises.
“TNT is a natural choice for these businesses because it believes the client cannot be a barcode but needs to be treated personally,” said the firm.
Strategy
TNT will be running TV commercials in eight European markets highlighting its new “people network” slogan
A new advertising campaign in eight European countries, featuring TNT trucks made out of people, and free trial offers in more than 20 countries will take the new branding to market.
The trials will offer new customers the chance to test the “TNT experience” with one free international shipment of up to 100kg across Europe.
The company also promised a series of new commercial initiatives in the coming months to gain and retain SME customers.
Tex Gunning, the TNT chief executive, said: “We have a clear strategy to focus on our greatest strengths: our people, their human approach to serving customers and our unique network. Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”
TNT, which generated EUR 6.7bn revenue in 2013, issued a profit warning last week, stating that economic growth in Europe was not as strong as it had forecast, while competitive pressures have also been affecting results.
The company’s next official results statement will be released on 27 October.
Campaign
As well as looking to attract more SME customers, TNT said its new slogan also reflects its nature as a network of dedicated employees.
The TV ad campaign being shown around Europe, along with radio spots and billboards showed that TNT “is investing in its strong belief that personal contact makes the difference in modern logistics”, the firm said.
Dick van der Lecq, MD of the Dutch advertising agency Etcetera/DDB, which created the campaign, said: “Previously, customers bought products or brands. Nowadays, customers consciously buy a company, its DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company.
“A ‘human truck’ captures that belief in the TV-commercial in one sight. The making of the commercial -partially by TNT-employees- is definitely worth watching on social media.”
