HAMBURG NOVEMBER 2011
HAMBURG PORT MARKETING: GLOBAL BEST-IN-CLASS PORT MARKETING AGENCY
Globally “First Mover” Port Authorities and their communities have devised and developed a myriad of strategies and programs designed to deliver a seamless integrated logistics product to their customers. The Institute established direct relationship with many of them as part of its “The Role of the Container Port in Global Logistics” research. Our aim was to identify strategies that saw port community stakeholders engaged in a collaborative process. Port Community stakeholders like most businesses were found to be primarily interested in business development and when properly informed convinced of the merits of cooperating with their competitors in their pursuit of developing the overall market share enjoyed by their homeport.
The use of marketing as a business development strategy proved to be particularly effective in building the port community at the port of Hamburg. Port of Hamburg Marketing (HHM) was founded in 1985 by Hamburg-based port-related companies including terminal operators and forwarding and logistics companies, as a non-profit organisation offering marketing and market research information for its members. Since then it has grown to a worldwide network, including 24 staff in Hamburg and 39 in its 12 representative offices, promoting the business location of the Port of Hamburg and its greater metropolitan area. Although member companies are competitors, they are represented jointly by the agency which acts as an umbrella brand uniting its members and creating a "spirit" of collaboration.
Members of HHM are constantly linked with one another and with HHM staff, and supplied with detailed data, facts and background briefings on the latest developments in the port and transport sectors and in addition to up-to-date statistics on sea transport, foreign trade and transit services. Members also benefit from the agencies PR activities, which gives the Port of Hamburg a presence worldwide, this is combined with representation at trade fairs, information evenings and customer events around the world.
The combined effect of all of these activities is very positive, the Port of Hamburg is a river port and does not enjoy unfettered access to the coast like its competitors in Europe. As a result it needs to stay one step ahead of the game to survive and thrive.
As cargo owners became less concerned about port to port execution and focus on point of production to point of consumption in the engineering of their supply chains, access to the Hamburg port community through a single agency is particularly attractive.
Today Hamburg Port Marketing has developed to far more than a marketing and promotional agency, it is increasingly liaising with cargo owners on behalf of its members and the port to design the fastest flowing and reliable logistics process.
It is the Benchmark in global port marketing.
NOTES TO EDITORS
ABOUT GLOBAL INSTITUTE OF LOGISTICS
The Global Institute of Logistics (GIL) was established in 2003 under the Chairmanship of renowned US logistician and author Robert V. Delaney in response to the logistics industry’s call for “joined up thinking” amongst stakeholders in the global supply chain. GIL looks to resolve the challenges facing the global logistics chain of managing single transport modes, modal systems and targets which are set on stand-alone operations to create a seamless global logistics system.
A Think Tank, GIL brings together thought-leaders and thought-followers as part of a global knowledge network committed to building up the information base, best practices and standards. This, in turn, creates a platform through which knowledge is shared, best practice is adopted and trade developed. Today the Institute is a community of organizations and professionals from across the world that share a commitment to collaborating on global logistics solutions.
The Institute’s mission is to ‘Network the Global Logistics Community’
For further information, visit www.globeinst.org