The annual EMS global workshop on 10-11 October in Berne focussed on improving Posts’ EMS brand and ways to make international EMS even more competitive. Practical advice, combined with intensive breakout sessions, cumulated in the creation of solid, well-structured marketing plans that can be tailored to the needs of all EMS businesses around the world.
There was a wealth of expertise on offer from business executives responsible for EMS marketing and sales. As a global network, EMS Cooperative members can share their unique insights on different express markets around the world. Workshop participants heard insights from senior managers in countries with proven marketing and sales results including EMS Cooperative member executives from Algeria, the Cayman Islands, China and Latvia who shared best practices.
To support members, new EMS branded packaging was unveiled at the workshop, which members can use to offer customers flat rate selling prices. New templates have been designed for members to simplify international shipping for customers and add value to the EMS brand.
Further discussions at the workshop were stimulated by presentations on the four marketing Ps: product, promotion, place, and price from The Colography Group, experts on international package services and the postal sector. Break-out groups discussed the four marketing Ps and allowed all participants a forum to share their expertise and start reflecting on their own EMS marketing mix.
A key outcome from the event is a suite of practical advice and tools to help EMS operators formulate their own EMS marketing plans. All presentations and discussion point materials are available to EMS Cooperative members.
All members around the world, whether they have attended the workshop or not, are asked to prepare an in-depth EMS marketing plan using the output from the workshop and the marketing plan template as a guide. Members’ tailored marketing plans can be used to obtain needed marketing investments from their senior management in order to grow the EMS business, and then execute and monitor results.