It’s one-tap-easy to purchase an airline ticket these days, or to have an item shipped to your home. It’s not so simple in the world of commercial cargo. With literally hundreds of possible shipping rate add-ons, and no industry standard for rate structures, understanding the bottom line costs to ship a container of merchandise across the globe can be a daunting task. CargoSphere (now part of Wisetech Global Group) sought to simplify this task by creating easy tools to ingest and manage rate contracts sent from ocean carriers. Headfirst was tasked with a range of marketing deliverables.
Despite the enormous complexities inherent in managing commercial shipping rates, we wanted to let their audience — Freight Forwarders — know that CargoSphere was about to make their lives easier. We focused on many rate management pain points, the biggest of which was how to receive, systematize (ingest) and compare rates from multiple carriers, all of whom structure their rates differently.
CargoSphere wanted to raise its profile with Freight Forwarders, their intended target. We wanted them to know that “CargoSphere understands your rate management pain.” There was no one better to deliver this message than CargoSphere’s founder. There was no better place to make that statement than at an actual commercial port.
CargoSphere Icons & Infographics
Infographics and iconography is everywhere these days, especially in technology marketing. Most of these visuals are a blur of standard drawings that do little to tell a story or help a brand stand out. When done well, they can help convey how a technology or process works. For Cargosphere’s sophisticated rate management solution, standard icons just didn’t cut it. So Headfirst crafted a series of icons purpose-built to better illustrate the system’s features and functions. By creating a unique visual vocabulary, sales presentations are clearer, more compelling — and prospects are better informed.
Technology companies like CargoSphere have their sales teams on Zoom-style calls all day. They use these “face-to-face” opportunities to listen to each prospect’s pain points and present the relevant features of the CargoSphere platform — an evolving story as the technology changes and grows. Headfirst recommended building a dynamic, interactive presentation that allows sales team members to quickly drill down on the topics and technologies that matter most to a given prospect by clicking on the menu that drives the presentation.
As part of CargoSphere’s employee onboarding process, CargoSphere asked Headfirst to provide quick t-shirt ideas that reflected the company’s mission, and were also a bit playful. We liked this combo the best since it played off their rate platform’s two main benefits of rate confidentiality and platform neutrality.