by Elizabeth Hines | Jan 3, 2025 | Leadership, Supply Chain
From the rise of AI-driven logistics to sustainability challenges, supply chain professionals face unprecedented opportunities and obstacles. To help navigate this evolving landscape, we’ve curated five thought-provoking TED Talks for the supply chain industry that offer fresh perspectives and innovative solutions for the industry. Whether you’re a seasoned logistics expert or new to the field, these presentations deliver valuable insights into the future of supply chain management, featuring speakers who are reshaping how we think about everything from last-mile delivery to circular economy principles.
Here are 5 TED Talks for the Supply Chain
1) How to Fix Broken Supply Chains
By Dustin Burke
Supply chain challenges are real, but they’re not new, says global trade expert Dustin Burke. In the face of disruptions ranging from natural disasters to pandemics, how do we make sure supply chains can keep up? Burke offers a combination of solutions — from companies sharing risk to better forecasting disruptions — to help create a more resilient, efficient tomorrow.
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2) How Supply Chain Transparency Can Help the Planet
By Markus Mutz
Given the option, few would choose to buy products that harm the earth — yet it’s nearly impossible to know how most consumer goods are made or where they’re sourced from. That’s about to change, says supply chain innovator Markus Mutz. He shares how he used blockchain technology to track Patagonian toothfish on their journey from ocean to dinner plate — and proved it’s possible to offer consumers a product they can trust.
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3) Overcoming Fear in Manufacturing
By Katie Armstrong
Manufacturing has used relatively the same methodologies for improvements since the 1940s. There is a huge emphasis on quality in highly regulated industries such as semiconductor and automotive manufacturing. In recent years, these industries have struggled to keep up with the innovation pace that the market demands. These industries are starting to be driven by a fear of failure rather than a passion for creating value for the customer. What would the world look like if we stopped letting fear dictate our decision-making? Katie Armstrong is pursuing a part-time MBA at Bentley University and is the graduate winner of the 2022 BentleyU TEDx speaker competition. She currently works as a supplier quality engineer in the semiconductor industry and has experience working in automotive manufacturing as well. Katie is passionate about technological innovation and the positive benefits of change in manufacturing. When not working or at school, Katie enjoys hiking, rock climbing, backpacking, and anything else outdoors. This talk was given at a TEDx event using the TED conference format but independently organized by a local community.
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4) The Next Wave of Innovation in Freight
By Oren Zaslansky
Throughout the U.S., millions of freight trucks are buzzing goods across state lines, producing massive amounts of greenhouse emissions — and some of them are only half full. Working to make this 400-billion-dollar-a-year supply chain process as efficient and sustainable as possible, freight expert Oren Zaslansky digs into the logistics of filling these trucks to their maximum capacity through algorithmic carpooling (think: ride-sharing your freight) — bringing with it the potential of a more transparent and eco-friendly global supply chain.
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5) Why Rivals Are Working Together to Transform Shipping
By Bo Cerup-Simonsen
What would it take to make global supply chains cleaner and greener? Bo Cerup-Simonsen — who’s helping decarbonize the maritime industry as CEO of the Mærsk Mc-Kinney Møller Center for Zero Carbon Shipping — discusses why tenacious collaboration is key to orchestrating systemic change. In conversation with TED’s Lindsay Levin, he shares important lessons on collective problem-solving and decision-making that could benefit any industry making a green transition.
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Each of these TED Talks for the supply chain brings unique insights to the complex world of supply chain management. By incorporating these diverse perspectives – from technological innovation to human psychology – supply chain professionals can build more resilient, sustainable, and efficient operations for the future.
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by Jennifer Hart Yim | Dec 12, 2024 | Marketing
Trade show marketing has become a cornerstone strategy for logistics companies seeking to expand their market presence. In this guide, we’ll explore how to maximize your logistics trade show marketing investment and generate qualified leads that convert.
Major logistics trade shows like MODEX and ProMat serve as crucial networking hubs for supply chain pros. A well-executed trade show strategy can generate 200-300 qualified leads per event, making it one of the most effective marketing channels for logistics providers. Here’s how you can make your next show the best yet.
Creating Your Logistics Trade Show Marketing Strategy
Pre-Show Preparation
Success in logistics trade show marketing isn’t about luck – it’s about meticulous planning and execution. The most successful companies typically begin their preparation three to six months before the event, ensuring every detail is carefully considered. Here are 3 ways to do that.
- Set measurable goals: Target specific metrics such as “schedule 30 qualified demos” or “secure 5 partnership meetings with retailers”
- Create a pre-show marketing calendar:
- Send personalized invitations to top prospects 6 weeks before the event
- Launch a LinkedIn campaign highlighting your booth location and key offerings 4 weeks out
- Schedule social media posts featuring behind-the-scenes preparation 2 weeks prior
- Develop a clear ROI framework: Calculate your cost per lead target based on total exhibition costs (typically $10,000-30,000 for mid-sized shows)
Stand Design and Presence
Your booth is more than just a space – it’s a statement about your company’s capabilities and vision for the future of logistics. The most memorable booths tell a story through their design and interactive elements, creating an immersive experience that draws visitors in and keeps them engaged.
Transform your booth into an experience center by including:
- Live demonstrations of your TMS or WMS
- Digital walls displaying real-time shipment tracking across global routes
- Interactive supply chain optimization simulators
- Climate-controlled storage solution demonstrations
- Video testimonials from current clients running on loop
Maximizing Your Trade Show Investment
The key to maximizing your trade show ROI lies in the delicate balance between attracting quantity and qualifying quality. While it’s tempting to collect as many business cards as possible, successful logistics companies focus on meaningful conversations that uncover genuine opportunities.
Lead Generation Tactics
Modern lead generation at logistics trade shows has evolved far beyond the traditional business card exchange. Successful exhibitors use a sophisticated blend of technology and personal interaction to identify and nurture potential clients. Maximize your time and effort in connecting with prospects by using this strategy.
- Create tiered lead scoring systems:
- Hot leads: Decision-makers with immediate needs (follow up within 24 hours)
- Warm leads: Prospects planning changes within 6 months
- Long-term prospects: Companies researching options for future consideration
- Offer exclusive trade show incentives like:
- 90-day free trial of your logistics software
- Complimentary supply chain audit
- Special pricing for contracts signed within 30 days post-show
Technology Integration
Technology isn’t just part of your service offering – it’s an essential tool for engaging prospects at trade shows. The right technology can help you demonstrate complex logistics solutions in simple, memorable ways (and make your life easier!).
- Deploy AR (Augmented Reality) demonstrations showing:
- Warehouse optimization solutions
- Cross-docking procedures
- Last-mile delivery innovations
- Use RFID-enabled badges to track booth visitor engagement (See? Makes life easier!)
- Implement AI-powered chatbots for initial visitor screening
Post-Show Success Strategies
The days immediately following a trade show are crucial for converting interest into actual business opportunities. The most successful logistics companies understand that prompt, personalized follow-up is essential for maintaining the momentum generated during the show.
Create a structured follow-up system:
- Day 1-2: Send personalized thank you emails with specific reference to conversations
- Day 3-5: Share relevant case studies based on discussed pain points
- Week 2: Schedule virtual demos or consultation calls
- Week 3-4: Present customized solutions and proposals
- Month 2: Check in with prospects who showed interest but weren’t ready to commit
Calculate Logistics Trade Show ROI
Understanding the return on investment from logistics trade show marketing requires a comprehensive approach. While traditional metrics like booth traffic provide basic insights, it’s the deeper dive into performance indicators that truly matter.
Cost Per Lead
This serves as a fundamental benchmark in the logistics industry. With the average cost ranging from $150-275 per qualified lead, companies must carefully balance their exhibition investment against potential returns. This metric becomes particularly crucial when comparing different trade shows or deciding which events deserve larger budget allocations.
Conversion Rates
They tell an even more compelling story. The industry target of 20-30% reflects the high-quality nature of trade show leads compared to other marketing channels. Successful logistics companies achieve these rates by focusing on meaningful conversations rather than collecting business cards. For instance, a company demonstrating its warehouse automation solution might connect with fewer prospects but secure more serious buyers.
Six-month Revenue Generation
Perhaps the clearest picture of trade show success. By tracking deals that close within this window, companies can attribute revenue directly to their trade show efforts. This longer-term view acknowledges the complex sales cycles common in logistics partnerships, where decisions often involve multiple stakeholders and careful evaluation periods.
Social Engagement Metrics
Social metrics have emerged as a valuable supplement to traditional measurements. Beyond simple follower counts, companies track event hashtag usage, LinkedIn post engagement, and video view duration to gauge their brand’s impact during and after the show.
Successful logistics trade show marketing requires a delicate balance of traditional networking and strategic digital follow-up. Those that invest in comprehensive pre-show planning, engage audiences with interactive demos, and maintain consistent post-show communication will stand out. As we move forward, the integration of virtual elements, sustainability practices, and AI-driven engagement tools will continue to reshape how logistics companies approach trade shows. However, the fundamental goal remains unchanged: creating meaningful connections that drive business growth. By implementing the strategies outlined in this guide, logistics companies can transform their trade show presence from a simple marketing expense into a powerful engine for lead generation and business development.
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by Jennifer Hart Yim | Dec 5, 2024
work with a logistics marketing agency Skip the learning curve. Work with an agency who will hit the ground running from day one. We get logistics—really get it. When you say LTL, WMS, or SKU, we don’t need to Google it. Unlike general agencies, we bring...
by Elizabeth Hines | Oct 8, 2024
Get a free website audit From the supply chain website specialists. The form will redirect to a survey that will collect the information we need to create the audit. How effective is your website? Is your business making the most of its web presence? Discover untapped...
by Elizabeth Hines | Oct 8, 2024
Get a free social media audit From the supply chain social media specialists. The form will redirect to a survey that will collect the information we need to create the audit. How effective is your social media strategy? Is your business making the most of its social...
