Emma Tyrer explains why Commercial Motor is the best place for buying and selling new and used trucks
Road Transport Media’s sales director Emma Tyrer explains why Commercial Motor is the best place for buying and selling new and used trucks.
What was the first item you ever sold?
Myself! I had a paper round, did a bit of babysitting, collected eggs, and later worked in a fish & chip shop, and at the student café at Harper Adams College in Shropshire.
In no more than 10 seconds, why should I advertise a truck in Commercial Motor?
Commercial Motor has been a trusted brand since 1905. It is the industry’s number one-read publication, and the only weekly print title containing both quality editorial and thousands of classified advertisements. It has a hugely knowledgeable editorial team (Thanks Emma! – Ed) and, of course, a sales team that is always eager to help.
Advertising in print, online or both? What’s best for me?
It’s important to have a good marketing mix. We are working in a traditional market where customers appreciate a printed magazine. They know that in the pages of Commercial Motor they’ll find a large selection of trucks and trailers offered by trusted sellers.
Online is growing fast, and is the place to see a lot of stock in one place. And don’t forget about our social media channels, and our email newsletters too. For me, it’s about packaging it all up together. We don’t have a large crossover from print buyers to online buyers, so you should be in both places.
Emma Tyrer’s CV in brief
Following on from the child labour, where Emma certainly proved that she had a good work ethic, her first real job was in admin and quality control at Fruit of the Loom. “After that I worked at Epson Printers, where I was a trainee buyer, followed by Wrekin Construction, where I was working in customer services on the BT utilities contract,” she recalls. Then followed a stint at Deltec International/Diamond Dispatch, this time as a customer services executive. In 2004 she got into the publishing industry, working on the sales teams of numerous RBI titles, including Contract Journal, Farmers Weekly and, of course, Commercial Motor.
Her current role, which she was promoted to last month, sees her heading up a team of eight field sales and telesales representatives.
If you were to sell something other than advertising space, what would it be?
I’m always being told that I am on holiday (I’m not by the way!). However, if it meant getting great discounts on my future holidays, then I wouldn’t mind being a travel agent. That said, I’m very happy in my current job.
Who is a typical Commercial Motor print advertiser?
Our readers are made up of all those involved in operating, buying or selling new or used trucks and trailers, and our advertisers are the companies selling the products and services that these people need. We are at the very heart of the marketplace, and have been putting buyers and sellers together for over a century.
Sales people are known for their persuasive nature. You have a freezer full of ice that you want to sell, when suddenly the phone rings. It’s an Eskimo! How does the next conversation go?
By calling me, the Eskimo has already established that he’s in the market for ice. So, I’d start by explaining the benefits of buying his ice from Commercial Motor Ice Products. I’d inform him that our company was established in 1905, and then talk about the thousands of satisfied and loyal customers who have been buying our ice for decades. I’d tell him that we offer a complete package, not only selling the ice, but also offering igloo-building help and advice. To clinch the deal, I’d ask one of the editorial team to visit the igloo and write a story on it. (And we’d happily oblige, assuming we deemed it of interest to the readers! – Ed)
Tell us your favourite (printable) joke.
A lorry carrying Vicks VapoRub overturned on the motorway. Amazingly, there was no congestion for hours!
What is the secret to building a good relationship with customers, and ensuring repeat business?
First and foremost it’s so important to understand what the customers are looking to achieve. Then, after devising the perfect solution, offering them plenty of guidance and advice along the way. Taking the money and running is not my style, and is never the way to build a lasting relationship or encourage repeat business.
The UK’s best-selling weekly haulage title, affectionately known by many as the Industry Bible, has been at the heart of the marketplace for 114 years. Its loyal readers, the majority of whom are the owners/MDs/directors of haulage firms, spend an average of 62 minutes per week reading it. Each issue has an average pass-on rate of 2.8, equating to 19,410 readers per edition.
If you would like to reach these readers, please get in contact with Emma using the details below, or contact one of her team.
What does the future hold for print advertising?
Given that sales of Commercial Motor are still strong, I believe the magazine has a long and successful future ahead of it. Readers still have a great level of confidence and trust in print.
Do you still get your hands dirty, and sell on a daily basis?
Absolutely! I still have around 40 customers who I look after directly and I am always available for any customer to contact. If you don’t do the job yourself then you can’t understand a changing market, or the customers’ requirements.
Tip-ex and Tank-ex is back with a bang for 2020
Tip-Ex and Tank-Ex 2020 will be livening up the historic town of Harrogate once again this spring.
Taking place from 28-30 May, this year’s event is packed with the latest vehicles and technology aimed at the bulk haulage sector, as well as a host of exciting new features for visitors.
The Thursday and the Friday will be focused on businesses looking to connect with leading manufacturers and receive expert operational advice, or to simply snap up a bargain deal for new kit at the show.
And for the first time the show will be dedicating its final day – Saturday - to drivers and their families, with an exciting range of fun activities for everyone to take part in.
Included on the ‘Driver Day’ will be the opportunity to bring your own working tipper or tanker into a brand-new outside display area for visitors to admire, with a fantastic prize in store for the vehicle receiving the most votes.
Also new to this year’s show will be the Transport News Northern Rewards, taking place on the Friday morning, with guest speaker Richard Burnett, chief executive of the Road Haulage Association.
Operators based in the northern region will be able to enter 15 categories and hear the results announced during a sumptuous celebration breakfast, complete with comedian and live music.
At the business end of the event, there will be no less than four bustling exhibition halls for visitors to explore, as well as vast outside displays.
Leading truck manufacturers including Daf, Iveco, MAN, Mercedes-Benz, Renault and Volvo will be represented at the show with their latest models.
Alongside this will be big name body-builders, trailer, tanker and load-handling manufacturers including Aliweld, Feldbinder, Hiab, Paneltex, Sayers Tankers, Thompsons, VanHool Tankers UK, Wilcox Commercial Vehicles and many more.
There will also be all the accessories and kit you need to keep your fleet compliant on the road, from cameras and telematics, to moving floors and hydraulic tipping gear – you name it, you’ll find it at the show.
An exciting expansion to the Knowledge Zone at this year’s event will see leading bulk haulage specialists share their tips and expertise with visitors through a packed daily seminar programme.
Free-to-attend, these quick-fire presentations will provide invaluable guidance on everything from the pitfalls of non-compliant fleets through to the benefits of embracing the latest technology innovation.
For those new to Tip-ex and Tank-ex, the quirky appeal of Harrogate means there is plenty to keep you occupied once the show has closed for the day, or if you want to take a break from the hustle and bustle of the exhibition halls.
Visitors should make time to sample the exquisite cakes and pastries at the famous Betty’s Tea Room, or head to the Royal Baths complex where you can choose from a top-notch Chinese dinner through to a humble Wether burger.
To find out more about Tip-ex and Tank-ex 2020 or to register for your free place, visit www.tip-ex.co.uk
We hope to see you there!