Dynamic Marketing Communiqué

TRACK YOUR PARCEL: How this company maximized its marketing strategies to reach everyone in the country (and the world) [Monday Marketing Marvels]

July 13, 2020

Courier.

Cargo and Logistics.

Remittance.

These are the services that this company has been offering to the majority of Filipinos for many years.

LBC EXPRESS

— is the largest and most trusted express courier, cargo, and money remittance service company in the Philippines.

Founded in 1945 as a brokerage and air cargo agent, LBC was actually the first to establish time-sensitive cargo delivery and 24-hour door-to-door delivery in the whole country.

To get to where they are today, LBC had to go through the necessary changes to adapt to the trends and appeal to their target market.

REBRANDING

In 2013, LBC Express launched a rebranding campaign as a means to tap on the emotional aspect of their customers.

The company decided to retain their red and white colors but opted to use a different font on its newly-created guitar pick-shaped logo.

It also changed its tagline from “Hari ng Padala (King of Shipment)” to “We like to move it”, in line with its mission to give its customers better services.

LBC used this tagline as the focal point of its biggest marketing campaign yet!

♩♫♪ “We like to move it, move it!” ♩♫♪

The company took this campaign as an opportunity to rebrand and emphasize on how its services bring Filipinos together, despite the distance between them.

How did LBC maximize this campaign to reach out to their target market?

TV Commercials

The TV commercial showcased the new changes the brand went through. It was through this that LBC was able to show the sentimental value of customers availing its services.

User-friendly Website and Mobile Application

    To continue encouraging Filipinos to avail of the company’s services, LBC also focused on making its website and app user-friendly.

    The website and app allow easier access to the most important tools such as:

    • Track and Trace
    • Schedule a Pick-up
    • Cost Calculator
    • Branch Locator
    • Money Remittance
    • Foreign Exchange

Active Social Media Accounts

To connect with its users and target market online, LBC has been actively using different social media platforms such as Facebook, Twitter, YouTube, and LinkedIn.

The company’s accounts currently have:
  • 1.2 million Facebook likes
  • 39,500+ Twitter followers
  • 21,600+ LinkedIn followers
  • 11,200+ YouTube subscribers with millions of views

These social media platforms have been the venue for LBC customers and potential customers to have an idea on the new services, programs, and delivery rates.

Partnerships with other financial institutions locally and internationally

  • Xpress Money
  • Cebuana Lhuillier
  • Transfast
  • BDO Unibank, Inc.
  • AUB

  • … and many more!

    LBC also has branches around the world. Some of them are in the hotspot of OFWs such as Canada, Italy, Saudi Arabia, United Kingdom, and United States.

    These partnership strategies aim to provide money remittance services for Filipinos working abroad.

It’s through these efforts that LBC Express instilled the idea in its customers’ minds that each box, parcel, envelope, container van, and money remittance transaction it handles has a far larger impact on their life than meets the eye.

With the continuous execution and improvements on its marketing strategies, the company has recorded a revenue of:

  • USD 7.7 million in 2015
  • USD 8.7 billion in 2016
  • USD 10.0 billion in 2017
  • USD 12.3 billion in 2018
  • USD 15.2 billion in 2019

Today, LBC Express continues to dominate the payments & remittance, documents & mail, parcels & boxes, and cargo & logistics market with a growing network of over 6,400 locations, partners, and agents in over 30 countries.

LBC Express’ Earning Power: Valens Research vs. As-reported numbers

LBC Express is a great case study for startups that we can learn from. One great reason?

The firm has proven itself to be a phenomenal earning power generator.

So, how well has LBC Express been performing its business in these trying times?

The research doesn’t lie—nor do the results. Earning power (the blue bars) continues to show results much higher than what traditional databases show.

The blue bars in the chart above represent LBC Express’ earning power (Uniform Return On Assets). This number has been well above 6% in the last five years.

The global ROA average is just 6%

The orange bars are the company’s as-reported financial information. If you relied on these numbers, you won’t see the 18% Uniform ROA (return on assets, a measure of earning power) for 2018. You’d just see the company report less than that, at 10% as-reported ROA.

That’s what you’ll see in Yahoo Finance, Google Finance, and most other databases.

The company’s stock price also performed better than the rest of the stock market over a year, which we can see in the blue line in the chart below. Their returns are well above the market.

The numbers show that they have been doing well and making a profit.

LBC Express continues to provide its customers with quality services pertaining to courier, cargo, and money remittance needs.

The company continues to execute and improve its marketing strategies for its target market…

… delivering them parcels and money from one place to another, and truly portraying that they like to move it!

About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some company’s marketing strategy.

…Only for the audience to later find out that their product was a flop, or worse, that the company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole.

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the role of marketing is always paramount to that success.

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies.

However, the difference between our case studies and the numerous ones out there, is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group).

By looking at the true earnings of a company, we can now rely on those successful businesses to get tips and insights on what they did right.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve on. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful.

Stay tuned for next week’s Monday Marketing Marvels!

Cheers,

Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research
www.valens-research.com