How Logistics Leaders Use Marketing to Weather Tariff Pressures
When Trade Gets Tough, Logistics Companies Get Smarter
And smart marketing can keep freight moving.
When soft freight market pressures tighten the bottom line, most companies face the same gut reaction: cut costs fast. And too often, marketing lands on the chopping block first. But according to an Adweek article, some of the biggest global brands are doing the opposite by choosing to invest more in marketing during turbulent times.
In the face of higher operational costs brought on by tariffs, companies like Ralph Lauren, Molson Coors, and Church & Dwight are doubling down on brand visibility. Ralph Lauren, for example, boosted its marketing investment from 6.7% to 7.5% of sales—proof that they see marketing as a strategic shield rather than a luxury line item.
The Lesson for Supply Chain and Logistics Firms
Supply chain, freight, and logistics companies are not immune to these pressures. Tariffs impact not only the movement of goods but also customer confidence, vendor relationships, and the perception of stability. Here’s why keeping your marketing engine running can be critical:
1. Marketing is a Shield, Not a Cost Center
When uncertainty hits, customers look for signs of stability. Consistent, visible marketing sends a clear message: We’re here. We’re strong. You can count on us. That’s not just advertising, it’s reassurance.
2. Visibility Creates a Competitive Edge
If your competitors cut back on outreach while you continue to engage prospects, educate your audience, and stay top-of-mind, you’re likely to capture market share without having to outspend them.
3. Messaging Should Reflect Agility and Value
In a tariff-driven economy, companies need partners who can adapt quickly. Your marketing should highlight how you minimize disruptions, optimize costs, and maintain service quality—even in the face of global pressures.
4. Reallocate Instead of Reducing
If budgets are tight, shift dollars toward channels that work harder for you like digital advertising, content marketing, and thought leadership pieces that position your brand as a trusted industry voice.
Need help reallocating marketing? Don’t know where you’ll get the best ROI? We can help.
5. Play the Long Game
Marketing isn’t just about winning the next shipment. It’s about building a reputation that keeps customers coming back. That takes consistent effort especially during persistent soft markets.
In Short: Visibility Builds Trust
The Adweek article reinforces a principle many in logistics know but sometimes forget: the time to lean into marketing is when others are pulling back. When uncertainty makes your competitors quiet, your voice carries further.
If you’re navigating cost pressures but want to keep your marketing momentum without overextending, a fractional CMO approach can help you protect your visibility, sharpen your message, and adapt quickly.