Company: DHL Global Forwarding, Bonn, Germany
Company Description: The Freight Forwarding experts since 1815. Our passion is to enable international trade. DHL Global Forwarding is part of Deutsche Post DHL Group, with more than 31,000 freight forwarding experts in more than 190 countries worldwide. Our air, ocean, and overland freight forwarding services include standardized transport as well as multimodal, sector-specific solutions and industrial projects.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Services
 Nomination Title: DHL Global Forwarding Freight Market Updates
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
February 2021
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 248 words used.
As the world entered the first COVID-19 lockdown in the spring of 2020, logistics and supply chain professionals immediately felt the impact. Closed borders, grounded aircraft, and tightened import rules were just some factors that hindered capacity and contributed to soaring rates for Air and Ocean Freight and increased lead times. At the same time, the demand for medical goods and consumer goods had soared.
Thus, logistics and supply chain professionals were presented with a challenging market situation like never before. And while solutions were found to overcome the initial logistics challenges, navigating international freight forwarding became more complex than ever.
To help our customers manage the difficult circumstances and to find the best logistics solutions to mitigate the impact on their supply chains, DHL Global Forwarding (DGF) established a customer advisory format. The weekly updates informed customers about the impact of the COVID-19 outbreak on operations across all regions and all transport modes (Air, Ocean, and Rail Freight).
Customer feedback to these weekly advisories has been fantastic, indicating a need for consistent market updates and outlook.
Starting in Q1 2021, a comprehensive market update campaign was created to inform customers about the market developments per transport mode (Air, Ocean, and Rail Freight). The market update publications deliver insights that ease decision-making amongst market uncertainty - to an increasingly large audience of freight and logistics professionals worldwide.
Today, DGF Market Updates are a true media series spanning all digital channels to deliver useful weekly insights for logistics professionals.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the subject and content development, the scheduling, etc. (up to 250 words):
Total 233 words used.
The COVID pandemic is over, but the global supply chains are still recovering from the pandemic turbulence while already facing new challenges. And both shippers and consignees appreciate having a trustworthy and reliable source of information and insight on the state of freight forwarding markets.
Therefore, our objectives for providing Freight market updates are centered around:
- Providing timely, relevant, and actionable insights on the state of the market & development outlook
- Assisting in navigating the market and facilitating decision-making when it comes to tendering and procuring freight forwarding services
- Making updates it easy to access & understand
- Easy to contact DGF for more information and/or a quote
In 2021 – 2022 the campaign grew to include the following formats:
- Monthly market update publications for Air, Ocean, and Rail Freight, bi-monthly updates for Ocean Reefer
- Dedicated landing pages on dhl.com for each update make it easily accessible on-demand, with an option to contact our Experts via the Station Finder or secure capacity via myDHLi.
- Bite-size updates posted via DGF social media channels and the DHL employee advocacy program
- Personalized email campaigns translated into multiple languages to provide insights in the language our contacts prefer
- Quarterly market update webinars per transport mode deep-diving into the current state and developments per transport mode with opportunity for Q&A.
- When shippers across the globe needed it most (2021-2022), we also made weekly port situation updates publicly available.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of January 2021. Even if your initiative started before January 2021, limit your response to activities and results since the beginning of January 2021 only (up to 250 words):
Total 249 words used.
Social media (LinkedIn) performance (March 2021 – June 2023)
- Consistent slider format summary of each market update released along the link with full report
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Webinars Performance ( February 2021 – June 2023)
- Starting off with combined session, the series got split into 3 sessions (AFR, OFR, Rail) with AM and PM options available to cater for different time zones - due to high demand and overwhelming number of questions
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- Fantastic engagement rate (low drop-off and high number of questions, over 30+ on average)
- Consistently positive attendees feedback attendees' feedback:[REDACTED FOR PUBLICATION]
Email Performance (October 2021 – June 2023)
- Broad reach with nearly two million messages delivered
- An average open rate of [REDACTED FOR PUBLICATION] comfortably above the B2B average of 15.1%, proves it delivers value for our recipients
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- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 124 words used.
Air Freight State of the Industry: https://www.dhl.com/global-en/home/our-divisions/global-forwarding/forwarding-insights/air-freight-state-of-the-industry.html
Air Freight insight articles (one monthly) e.g. https://lot.dhl.com/air-freight-balance-volume-rates/
Air Freight social media summary slider e.g. https://www.linkedin.com/feed/update/urn:li:activity:6965985861398102016/
Ocean Freight Market Update:
https://www.dhl.com/global-en/home/our-divisions/global-forwarding/forwarding-insights/ocean-freight-market-update.html ;
Ocean Freight insight articles (one monthly) e.g. https://lot.dhl.com/optimism-ocean-freight-transpacific-route/
Ocean Freight social media summary e.g. https://www.linkedin.com/feed/update/urn:li:activity:6972460079405031424/
Rail Freight Market Update: https://www.dhl.com/global-en/home/our-divisions/global-forwarding/forwarding-insights/rail-freight-market-overview.html
Rail Freight Social Media summary slider https://www.linkedin.com/feed/update/urn:li:activity:7062719329640800256/
Air, Ocean, Rail Freight webinars registration & follow-up page: https://www.dhl.com/global-en/home/insights-and-innovation/events/global-forwarding/global/2023/dhl-webinar-market-update.html ;
Air, Ocean, Rail Freight webinars social media summary: https://www.linkedin.com/feed/update/urn:li:activity:6952552262510510080/
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