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Just my opinion,...but I don't think TV as the medium would reach the target market of "who ships by truck vs rail", in any way that could provoke a decision to try "the other guys" next time. Chances are, if Rail can best suit your buisness' transportation needs, you probably either already ship by rail, or are located in some area that makes logistics of doing so impractical. Or, say for instance, you could delect to start serving some of you larger customers by rail, since both your firm and the larger of your customers are on rail sidings, but they have the appearance of being VERY time sensitive on their deliveries, ordering at the last minute and badgering you to fill the order and get it to them in a perenial "emergency" time frame. Based upon a tv add, would you be willing to "venture" to rail if you had the knowledge that a two day unforseen delay in the delivery could induce them to see you as an "unreliable" supplier? Lose the account over such "impulse buying" and it is a bit more grave than who makes the tastier pizza. Besides, with UP, NS, CSX, and BNSF owning most of the store, and at each others throats, it's not like the customer really has a market opportunity to switch from "Railroad A" to "Railroad B" because "Railroad B" has a catchier tune playing behind their 30 second spot. But Railroads Do get quite a bit of exposure, just think of all those rolling billboards you see roll by at grade crossings...."Hydra-Cushion" "Rolling Timber" "Seaboard Coast" "Fruitgrowers Express"...etc Question:Would you buy carpet for your living room based upon whether it was trucked of trained into your dealers warehouse?
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