The principals of COG Advertising are firm believers of focusing on a niche and doing it well. The core competency of COG is our knowledge and understanding of advertising and marketing in the specialised transport industry. Gone are the days where you can be everything to everybody. Businesses that still operate in this fashion are few and far between and are well on their way to becoming ‘dinosaurs' - extinct. Advertising agencies are no different. The big firms that try to work in multiple industries, supplying multiple services only succeed in doing one thing and that is being mediocre.

How does an equipment supplier market their products and services effectively?

They have two options:

1. In-house marketing

In-house marketing can often be thought of as a cost-effective method of supplying marketing and advertising to a business, but this is rarely the case. In reality, in-house marketing is time consuming, distracting, unprofessional and has many hidden costs making it quite expensive.

2. Acquire services of a marketing company or agency

Although using the services of an existing agency may appear to be the best choice for a professional business to achieve their marketing goals, there are several major drawbacks to using this method. A traditional advertising agency lacks the fundamental industry knowledge needed to effectively market to the transport industry. They have a range of clients from different industries and market sectors, meaning they lack focus and often have little or no dealings or experience that is relevant to a particular industry.

There is a need for a specialised advertising agency that understands the industry, the products and its people. It must be highly professional, cost effective and above all it must get results. That's where COG Advertising comes into the picture.