By Ed Pierce, Principal, ITA Fleet Communications
More and more fleet providers seem to face a ‘David versus Goliath’ situation when it comes to competing for the hearts and minds of fleet decision-makers.
The fleet news headlines shout that the big are getting bigger and even threatening to swallow more. The other big fleet kahunas are looking to catch the wave of unhappy fleets who feel like Jonah in the whale.
With all this happening, the smaller, vertically-specific service providers seemingly don’t stand a chance. But, among the fleet service providers I serve, being the underdog is an advantage. They are confident competitors with focused expertise that ensures the best value for their customers. So, they are more than happy to be underestimated. Especially from a marketing perspective, digital technologies are leveling the playing field, too.
READ MORE for some ideas smaller companies can take to compete effectively with the big boys with their big marketing spends.