Targeting & Communication— The Road to Success for XGS

XGS, Xpress Global Systems, is so much more than a logistics company. With more than 40 years of collective experience in the transportation business, XGS offers turnkey logistics solutions exclusively to clients in the floor covering industry. The company’s been very successful at handling a wide variety of floor covering materials from hard surfaces to carpet, and more. 

Maycreate’s relationship with XGS began with an animated video project. Their VP of sales approached our team about producing an explainer video tailored for a flooring retail audience. Its purpose was to highlight the key differentiators and unique selling points of the company’s proprietary business model. This focus streamlined logistics and consolidated freight for all-in-one shipping solutions, and the video project marked the beginning of our successful client/agency relationship.

John Wagoner, our Sr. Brand Strategist and Account Supervisor, wrote and storyboarded the explainer video which was cleverly illustrated by our art directors, and well received by the client. Not long after that, XGS had another marketing need. They reached out to our creative team once again for an unusual 4-color, gatefold brochure. 

While the Maycreate creative team designed, wrote, and produced these initial projects, John remained in touch with XGS leadership. He wanted to find out more about the company’s brand position and future strategic plans. It was through these conversations that XGS saw the value in Maycreate’s unique brand platform process and scheduled a brand discovery.

Anthony Sims, Senior Creative Director and Copywriter, led their discovery day. A platform for the XGS brand was developed, incorporating purpose, promise, and position, which our client fully embraced. During the platform process several key competitive advantages were discovered, which until then weren’t being utilized to their fullest extent. Now, those valuable advantages are used in every creative execution Anthony oversees for the XGS brand.

But client and agency weren’t about to stop there. XGS was looking for an unexpected way to reach their two primary audiences, flooring manufacturers and the mills, as well as their retail audience. XGS is a B to B business with a niche offering, which offers some interesting challenges when it comes to sales and marketing. To help drive business, our team developed an in-bound digital marketing campaign designed to identify and capture new business leads. These efforts proved tremendously successful, and there are unique reasons why.

One, our Digital Marketing Manager, Rad Davenport, knows how to develop and utilize effective targeting to get the right eyes on the creative. And two, John understands that listening–really listening–to the client is an inextricable and invaluable part of this process.

Elements of the campaign were tweaked to bolster the efficacy and effectiveness of the messaging. That said, these golden opportunities to strengthen the work would never have been uncovered without steady and intentional client/agency communication. Since the logistics business is nuanced, our approach to reaching the right audience with XGS’s messaging had to be equally so.

Collaborative efforts, custom solutions, and ultimately listening to our clients, makes all the difference for the brands we represent. Ready to let us make a difference for you? Get in touch with John Wagoner, our Brand Strategist & Account Supervisor at jwagoner@maycreate.com or (423) 255-9961. We would love the opportunity to work with you.