Hilldrup wants to serve as a resource for our customers, no matter the business line. We create content, from white papers to blogs to social media graphics, to demonstrate how we can assist our customers and ensure they have the best moving experience possible.

Jordan McDaniel Hinkebein

As the Director of Marketing for Hilldrup, Jordan McDaniel Hinkebein is our subject matter expert on all things digital media! Recently, she participated in LACMANext’s online panel, which was available to all LACMA members to join, to discuss digital marketing and its impact on the moving, storage and logistics industry.

LACMA, the Latin American & Caribbean International Movers Association, consists of members from prestigious moving and relocation companies from Latin America and the rest of the world. Together, LACMA’s mission is to expand the business and provide greater value to the customers we serve worldwide. The LACMANext program is specifically comprised of members who are under 40 and represent the next generation of leadership for their respective organizations.

The virtual event was the first LACMANext online panel, and was comprised of professionals who represented the U.S., Argentina, Italy, Colombia and Canada. Jordan joined her fellow colleagues and panelists to talk about the importance of digital marketing, the strategies businesses utilize with it and how it helps customers everywhere to learn and grow with us.

Hilldrup: Why is the topic of digital marketing such a timely one for LACMANext as well as for our industry right now?

Jordan: LACMA held a panel a year or so ago with a digital marketing expert, and it was well attended.  They decided to have a panel of LACMA members discuss our strategies and thoughts on how digital marketing can be used in the moving/storage/logistics agency.  There were 4 panelists from across the world as well as a moderator and the LACMANext board who were integral in the success of the panel.  The topic was a great one as our industry has typically been slow to change, but our younger generation (which is well represented by LACMANext) has some great ideas for ways to reach customers digitally – whether on social media or elsewhere on the web.  The world of digital is also shifting and changing so quickly, that it’s good to stay abreast of trends and topics like this.

H: Were there differences in company’s digital marketing approaches based on where the company was located? 

J: There were some differences in terms of strategy – while Hilldrup for example focuses more on content creation, other panelists and their companies had more experience in digital display advertising.  The use of social media differed too – some companies had more success and experience with platforms like TikTok for example.  The neat thing is, each company and panelist was able to reach their target audiences on platforms and mediums that work for them in their culture and based on their goals. 

H: How does Hilldrup’s use of digital marketing impact and support our customers?

J: Hilldrup wants to serve as a resource for our customers, no matter the business line.  We create content, from white papers to blogs to social media graphics, to demonstrate how we can assist our customers and ensure they have the best moving experience possible. Our website serves as the hub of our digital presence as we house content and information there, and we are constantly tracking data on the website to understand what topics are most relevant to customers, and we then create more of this to support our customers. 

In total, over 50 participants joined the call to gain insight into the use and importance of digital marketing in our industry and ask questions. If you missed the discussion or would like to listen in on the call, a recording of the LACMANext panel can be found at this link!

Thank you to LACMANext for inviting Hilldrup to be a part of the discussion, and special thank you to Jordan for representing Hilldrup and sharing more about us as part of this virtual event!

Onie Girton Author