MGS 523 

• Mass Selling
• Advertising [paid promotional activities]
• Publicity [non-paid promotional activities]
• Personal Selling
• Sales account executives selling products/services to business
• Sales Promotion
• brand managers working with retailers to merchandise the product
• contests, coupons, reward programs

• Informing 
• Persuading 
• Reminding 

To be successful in attracting traffic, using a good domain name and brand building, you need to be more effective at hearing what the customer wants.

WTGR

"... you must tell people how to find you online"
"include your email and Web URL in every traditional marketing activity"

"find new places and ways to publicize your Internet presence that you haven't included in your programs until now"

Media Planning With Internet Resources page 144

Traditional Advertising and the Internet page 145-149
- a good list showing advantage of each medium
 

Internet Ad Types What types of Internet ads are there and which kinds work best? by Bruce Morris

• Personalization
• Are banner ads going the way of buggy whips?
• What are the problems for going forward?
• What types of ads are there and which kinds work best? (the one we are referring to here)
• How do I get some of this for my site? 

• "Regular Old" Banner Ads
• Rich Media Banner Ads
• Mailing Lists & Newsletters
• Sponsorships
• Interstials
• Keyword Advertising
• Coupon Deals
• Pay Per Click or Pay Per Sale
• Reminder Programs & Ad Auctions

Susan Stellin writing in the New York Times as carried in the Toronto Star 26Dec2000 "Like it or not, Web ads gain currency"

Susan Stellin writes that even of we don't like this, companies will still do it because it seems to be effective. Stellin quotes a number of people in the article that talk about there various experients running interstitial ads and the main point seems to be that you have to focus these on a particular segement and the content within the interstitial ads has to be pretty kewl otherwise people just find it annoying.

By Kevin Featherly, Newsbytes,  14 Dec 2000, "Web Ads To Make Content Sites Profitable By 2005 - Forrester"  www.newsbytes.com/news/00/159427.html

Feathjerly quotes Forrester media analyst Eric Scheirer
"it's very difficult for sites that are advertising-based to be profitable today. But that's changing, and very rapidly"

"Says Scheirer, as advertisers continue flocking to the Web to get the word out about their products, they will be forced to compete for many of the same "super-target" online content pages - search-query returns on Yahoo and the shopping-bot results on the MySimon.com site are two examples. But not all advertisers will be able to schedule ad appearances on those pages, nor will they wish to pay the high price those ad slots will fetch, according to the Forrester report.  Instead, the study says, the trickling will begin. Just below the "super-target" site grade  lies what Scheirer labels "premium" site pages, well-contextualized pages of content designed to work with targeted ads"

"There is no doubt, the analyst says, that the current picture is bleak, and that many online publishers could be convinced to throw in the towel now....But patience will bear fruit, the analyst insists."

Banner Advertising Statistics  "Measuring the Effectiveness of Online Campaigns" by Charlie Morris

 

.

Often what happens when people try a new technology or process is that they adopt it and hope it will be successful - without having any certain way to verify whether the particular innovation actually adds to the effectiveness of what they are trying to do. In considering new forms of advertising online - it is important to deal with the issue of measuring the effectiveness of the various new methods to be able to clearly verify what works and what doesn't - and, this verification should be done soon in the campaign so you don't waste millions of dollars on something that doesn't work..

Morris says "Online advertising is in fact an easy thing to measure and quantify. The Internet can provide a level of detail that no other medium can ever hope to. The online advertising business is a more mature one than many people realize, and the tools to measure the effectiveness of banner ad campaigns are there for those who know how to use them."

"Banner ads, as far as we're concerned, are sold by the page impression - each time a user views one Web page is counted as one impression. Prices are quoted in "CPM", a holdover from print ad days which means "cost per thousand". For example, if the CPM for a particular campaign is $20, then it would cost $2,000 for 100,000 impressions."

Morris explains "Banner ads yield two benefits. 

First, they may entice users to click on the banner and go to the advertiser's site. Each time this happens is called a "clickthrough", and the number of clickthroughs divided by the number of impressions is called the "clickthrough ratio" or "click rate". This is easy to measure, and provides a direct measurement of a banner's effectiveness.

The second benefit of ad banners is building brand recognition. Despite ad agency claims to the contrary, this is almost impossible to measure."

 

.

So if we understand online ads, and if we know the theory of how they work, question is - should SMEs use them? Most e-business that is being build in 2001 is by small and medium sized enterprises, the big companies have all got their web sites up and running by 1999. So they e-business that is developing in 2001 is mostly from smaller sized companies with more limited marketing budgets - and these are companies that are wary of the mistakes made by some of the bog dot.coms in 2000. The question we will deal with in this following article, also by Charlie Morris, is if you decide to spend money on online ads, what is it that you should do?

.

"Sell ads on my site?" by Charlie Morris

Morris begins by stating that "thanks to the huge number of ad networks and affiliate programs out there, practically any Web site, no matter how small, can sell advertising. Thanks to  the lubrication of computer networks, the world economy has reached a point at which you can buy or sell almost anything in any quantity, large or small."

The reason that it is helpful to look at this particular article by Morris, is because of the useful list he compiles of the downsides to having ads on your site.

Morris says "the tiny amount of cash you would receive from selling ads isn't worth the drawbacks"
These are some of those drawbacks noted by Morris

• It takes a certain amount of work to get them set up and keep them running,  although with an ad network, this work is minimal. 
• Like any other graphics, banner ads take time to load, thus making your pages slower and discouraging some visitors. 
• Ads clutter up your pages. Who wouldn't rather have a page without ads? 
• Ads send a certain number of visitors away. Many of those who click on a banner ad won't return to your site. 

Chpt 8

 

"As more companies reply on their web sites to make a favourable impression on potential customers, the issue of measuring web site effectiveness has become more important"

 

.

We need to be able to get a grasp on measuring the effectiveness of promotion online in order to be able to justify the cost in terms of new customers obtained determine the results, compared to traditional methods track results so that the activity can be altered or changed if it isn't working WTGR

• audience size - if it is broadcast [TV or Radio]
• circulation - if it is advertising in a periodical
• number of addresses - if it is postal related, ie. flyers in mailboxes
• and other formats

• 10,000 addresses of people in a town
• 25,000 listeners in a radio program
• 40,000 readers of a community newspaper

Brand Equity
- the value a brand has
- from existing products (sold in a "brick" situation) now being sold on WWW
- for new products with no "brick" presence
Brand Association
- the favourable relationship marketing people hope becomes established with a product, eg. Nike-Jordan, 

• Brand Recognition
• Brand Preference
• Brand Loyalty
• Brand Insistence

The Key Elements of Branding

• differentiation
• relevance - the degree to which the product can be seen by the customer as having usefulness
• perceived value

Siegel cautions that in the "customer-led future, company brands will weaken significantly because companies will be pulled apart by their customer divisions, they should plan on restructuring and promoting product or even division brands"

well, in several cases, this is indeed already true among several consumer product companies. Toyota promotes the Lexus brand as a distinct luxury brand to disassociate itself from the mass market low price appeal of the average Toyota line-up
WTGR

the authors discuss

• a brief introduction to the concept of brand building
• the value of a strong brand to the producer
• the value of a strong brand to the consumer
• brands and trustworthiness
• brand equity
• global brands
• the benefits of two-way branding
• the increase in the interest in the individualism of communication (which could also fit in the CRM - Customer Relationship Management section of IEC)

"Marketers are attempting to create and maintain brands on the web by using rational branding. Companies that use rational branding offer to help web users is some way in exchange for viewing an ad.
Examples of Rational Branding include the free email service that yahoo;com and excite.com give people - which can only be utilized after vieiwng the ads.
 

• product differentiation
• relevance
• perceived value

• role
• personality
• achievement
• brand backup

the authors discuss web segmentation

 

.

why segment? because most people believe that when they put text and images up on their web site, they are therefore communicating with everybody in the globe - this is not true. There should be a specific effort to target the material to a demographic which best fits your "perfect customer profile". You should do "target market segmentation" online just as you would do it offline in a traditional marketing situation. WTGR

• Lindstrom and Andersen say (page 138) that 
"If a precise target group can be defined, it is likely that a personal dialogue with the users can be achived. This corresponds to a traditional dialogue where the fewer participants, the better the interaction and identification"
• segementation of the users on the Internet
• Lindstrom and Andersen say (page 139) that one of the overlooked potentials is the ability to invite viewers to a site to browse through, after selecting a route based on age and gender - this simple segementation can make a big difference for companies in the areas of some products such as clothing and entertainment - yet few sites do this.
• strategic considerations regarding brand attitude
• development of the brand platform
• the four key brand elements
• role
• what is the purpose
• how can it help consumers
• what role will the brand have in the consumer's life
• personality
• what is the look and feel of the brand
• what personality would the brand have if you described it as a real-life friend
• achievement
• how is the brand differentiating from competitors
• what unique benefits does the brand offer consumers, compared to the competition
• brand backup
• what background, history or inventors prove the brand is clearly is trustworthy
• web brand building
• measurement of the communication value of the web site
• Lindstrom and Andersen say (page 172) that 

"to date, the most frequently used quantitative measurement of a website's success has been the number of hits... these figures tell us nothing about the actual quality of the website. At a pinch they tell us something about how good the company has been at creating traffic... the quantitative goals should be based on a number of measurable parameters which can describe the quality of the communication on the website  ... goals should be set for
• the number of repeat visits
• the number of minutes the visitor spends per page
• the number of minutes the visitor spends on the website's main activities
• the user's behaviour at the website
• which links/images are clicked on in what order
• does this match what the layout intended
• the number of emails received
• the website's turnover and income

examples

Brand 
Building

examples

"The ability to create special effects in HTML, such as those afforded by the use of wallpapers, may create readability or recognition problems when used alongside your company logo or wordmark"

Corporate Identity Guidelines Change Online
page 219

"The ability to create special effects in HTML [and javascript and flash] ... may create readability or recognition problems when used alongside your company logo or wordmark"
 

"One of the biggest areas of corporate identity confusion on the Internet is in the area of domain names ... domain name confusion can be the source of lost revenue or a damaged reputation for many organizations"
 

If the name you want is already taken as a domain, think of a solution name that people can remember, such as www.earache.comif you're into noise.
 
 

Tom Siebel writing in his book Cyber Rules makes a particular point of explaining the importance of developing awareness of the URL/Domain name. Siebel says "the name of the game right now is not revenue, but exposure ... many internet experts say that the battles for name recognition will be won and lost over the next three years [1999-2002] because the greatest growth in the user base willoccur during this time as more and more customers turn to online buying" Therefore it is critical to "lock in" customer awareness of key words and phrases in order to build loyalty and catch the tip of the wave of the early momentum WTGR

In Chapter 4 of Siebel's book, there is an interesting section titled "Who owns your company's name" Siebel recounts the story of www.ringlingbrothers.com which Siebel says was in fact not originally owned by the circus but by an animal-rights activist organization PETA - People for the Ethical Treatment of Animals, who used it to condemn the mistreatment of circus elephants. Siebel notes that in 1998 acourt decision gave the name to Ringling Brothers, whereupon PETA moved to www.circuses.com. PETA itself was the victim of name appropriation says Siebel when somebody registered www.peta.org in 1996 to publicize their satire of "People Eating Tasty Animals". Network Solutions eventually ruled that neither he nor PETA could use it so the squatter formed the Domain Name Rights Coalition.

Some examples of the names they were selling were
 

romantic.com sensual.com beautiful.com

sensitive.com flu.com scent.com

cleans.com nails.com etc.

read the press release from P&G's website about their domain name selloff
 

For a very interesting perspective on P&G's collection of names, read the critique at
 http://www.proctorandgamble.com/pgurls.htm
by Dr.Peter H. Proctor
 

Snapple can also use the online site to gather specific name and address information of loyal customers which they will use in "direct mail" campaigns in ensure

At the I AM website,
 http://www.iam.ca/touts/iam.ghtml
people can get an email address such as joe@iam.ca or joe@onlycanadian.com or joe@canadianrocks.com 

The questionnaire which you fill out to get the free email includes the statement
"we are always trying to learn more about you and your interests in order to provide the best and relevant community for Canadian beer drinkers..."

Such customer profiling techniques were done by the American cigarette companies in the 1980's in order to develop long-term brand insistence - however it was expensive to do that then due to the amount of free merchandize you had to give away - "kewl" web sites allow this customer profiling to be less costly and you can create communities of customers that in turn create a dynamic that can be very exciting

The National Post picked up on this story of Molson and their I AM CANADIAN ad and accompanying web site and ran a story by Jonathon Gatehouse on the patriotic fervor created
 http://www.nationalpost.com/home.asp?f=000414/259024
 

within
Online
Communities

Chpt 8

 

"The nature of the web, with its two way communication features and traceable connection technology, allows firms to gather much more information about customer behaviour and preferences than they can using micromarketing approaches"

"Technology Enabled Relationship Management occurs when a firm obtains detailed information about a customer's behaviour

• preferences (where the click on a site, what the spend time looking at)
• needs (they have Windows 98, Windows ME)
• and buying patterns (frequency, amount)

• set prices (offer discounts to repeats, or, like Amazon does, avoid discounts)
• negotiate terms (30, 60 day payments)
• tailor promotions (free upgrades, add ons, servicing)
• add products and features (cross selling and upselling)"

 

.	So we have a classic case of how technology is facilitating business in the "Information Age" by allowing vendors to do things which will contribute to the CLV of each customer. (CLV - Customer Lifetime Value) WTGR

Technology Enabled Relationship Management would, strictly speaking, apply to customers, vendors, partners, government agencies - anything you want to have a better relationship with, using technology such as the internet

As Schneider and Perry explain on page 300, the term Technology Enabled Relationship Management is not so often used and it is more common to speak of Customer Relationship Management - that is to say using the internet to facilitate longer term relationships, and more profitable relationships with customers by using internet situations - and, like many things since 1998, you can use an "e" prefix and call it eCRM

WTGR

"it is getting harder for companies to deliver profitable growth on a sustained basis. It is also more difficult for many companies to hold their  ground and not fall behind. The key reasons include the dramatic increase in complexity in managing business and the increasing premium put on innovation. The complexity is due to significant and irreversible changes in  the business environment. The pace of business is accelerating beyond the ability of most corporations to  adjust. "
 http://www.strategy-business.com
/research/96201/page1.html
this article from the well-known consulting firm
Booz-Allen & Hamilton about changing business models, is divided into 7 pages online, which print out to about 12 pages if you want a hard copy

• what type of business they do, 
• some discuss it in terms of how they are structured, 
• some in terms of how they make money.(eg. provider based, user based) 
• Some even go so far as to say the goal is not to make money, but capture market share and the model is based on that assumption.

WTGR

Revenue based business models p. 131- 132 Hanson text
Hanson says of revenue based models, "the major split is between cases where providers pay for service and those where users pay"

• Provider based revenue models
• fees are paid to the web site by the companies wanting to read the people using the site
• examples are the search engines that have become portals and have income driven by selling advertising space on their page which will be seen by people using the search engine to find information
• User pay based revenue models
• Hanson says revenues from transactions are the fastest growing benefits of being online (p. 137)
• Hanson connects user based models to B2B sales

Business
Models

2nd edition

Business
Models

1st edition

 

Business
Models

2nd edition

Business
Models
 

If you want to get the powerpoints for this chapter - from the 2nd Edition, they are on the witiger.com site under the sub-directory powerpoints, click on the screen capture to the left

the models described herein are

• Sell Goods and Services
• following the hope that a small company could sell product to people anywhere in the world, just as long as Fedex or UPS ship there, and if the credit card they gave for the purchase is good
• Sell Information or Other Digital Content
• this model has been very successful for some companies since they do not have to worry about shipping product (a weakness of many companies selling physical goods online) - but they do have to pay high costs for bandwidth charges if thousands of people are downloading content off the site
• some of these business are completely new to the information age eg. web sites selling screensavers and wallpaper, others are reconfigurations of older businesses, eg. stock market info or sports teams info
• Advertising-Supported
• commonly used by TV, newspapers and magazines
• Schneider and Perry comment that this model was seen, in the early years to have great possibilities, but since then it has been "hampered by two major problems"
• no consensus reached on how to measure and charge for site visitor views
• very few web sites have sufficient numbers of visitors to interest large advertisers
• Advertising-Subscription Mixed Model
• subscribers pay a small fee, and accept a modest level of advertising
• New York Times newspaper  www.newyorktimes.com  is a good example - most of the content is free online, but if you want to access the crossword puzzles, you pay a small fee
• Fee-for-Transaction Models
• common with travel agencies 
• the structure works when someone provides a service to another business of gathering disparate information, consolidating it, filtering it, and re-selling it to another business so that easier and faster decisions can be made
• also starting to be used in the automotive industry among wholesalers and parts suppliers
• common also with online stock brokerage firms

Internet Business Models 
- series on online Powerpoint slides at
 http://www.prenhall.com/divisions/bp/app/turban/cw/ppt/
 go to Chapter 2, slide 9

The following are the "perspectives" that compose the e-business models, according to the book's authors

• Direct Maketing vs Indirect Marketing
• Full Cybermarketing vs Partial Cybermarketing
• Electronic Distributor vs Electronic Broker
• Electronic Store vs Electronic Shopping Mall
• Generalized E-malls/stores vs Specialized E-malls/stores
• Proactive vs Reactive Strategic Posture toward Cybermarketing
• Global vs Regional Marketing
• Sales vs Customer Service

As TIME magazine noted, (Dec 11th issue, 2000) "The Wu-Tang "brand" blossomed in 1993. Each member of the group periodically goes off and does some solo project from which they develop additional capability and experience, at the same time keeping public their alliance and affiliation with Wu-Tang. The "brand", in the form of the bands members, continue to also put out products under the bands name as well in order to maintain the value of the "base" of their individual reps.

The strength of the company, as explained in TIME, is "... maintaining just a small core and outsourcing everything else."
Wu-Tang is a conglomeration of rappers that includes

• Robert Diggs AKA RZA
• his interview with TIME  www.time.com/time/sampler/article/0,8599,88614,00.html 
• for those of you that don't know much about the "business" of rap and hip hop, this is a fascinating interview which exposes just how "business" oriented these people are to market share, branding building, product diversification etc.
• Diggs "my original strategy — to have artists placed in different locations, then get those different labels to work together for my brand"
• Michael Diggs AKA Divine
• his interview with TIME  www.time.com/time/sampler/article/0,8599,88545,00.html 
• 
• Method Man
• Masta Killa
• U-God
• Raekwon
• Inspectah Deck
• GZA
• Ghostface Killah
• official website from Epic records  www.ghostfacekillah.com
• ODB AKA Ol' Dirty Bastard
• Cappadonna

"Everything else" is their forays into video games, clothing, comics, movies and many other constantly new and evolving merchandise crossing over and back into music, video, movies and the internet.
 

	Wu-Tang website for their new comic book  http://www.ninerings.net/
	Wu-Tang website for their kung fu game  http://www.activision.com/games/wutang/

Setting up a Shipping Account

"Online means mail order, and mail order means shipping. And, being an online store, you will have customers all over the world --  some in very remote places. A significant number of them will be  used to the immediate gratification of the Web, and that means being able to get them your goods as soon as possible. The speed  with which you can deliver their orders can be critical to your business' success. Shipping is one of the few things that links you physically with your customers. While pricing, promotion, communication, and order  processing can be done virtually, the shipped package is what your customers will hold in their hands.
 

Some of the text words above come from
 http://www.storebuilder.com/chapter17.html

• Linking Shipping with Your Web Site 
• used when companies have a significant quantity of physical goods being sent to customers and / or coming in from suppliers
• commonly used with companies retailing clothing, books and CDs

• Forms related to shipping and receiving

	click on the screen capture to the left to see an example of shipping related forms used on a working web site
	FEDEX has a spot on their site where you can get commonly used forms in PDF format check also  www.fedex.com/ca_english/ services /documentationguidelines/

Shipping

Problems 
calculating 
the cost

By Erika Morphy  CRMDaily.com  October 24, 2001  "Last year, a report from Forrester Research revealed that 85 percent of companies surveyed could not fill orders internationally because of the complexity of shipping across borders. The most common complaint was that users could not know the final cost of a shipment when placing an order  -- and oftentimes it would be several times higher than originally estimated. "

Morphy explains "... the problem is really that consumers, perhaps subconsciously, resent paying any
 shipping charges. When business-to-consumer (B2C) e-commerce took off a few years ago, online retailers lured  shoppers to their Web sites with the promise of free shipping.  It made sense then -- they had to build market share, and  money was no object to many of those sites.  Even as recently as last summer, Amazon and Barnes & Noble engaged in a dogfight over the same customer base, using
 free shipping as a lure. Usually, this tactic works. Toys R Us  offered free shipping on its Web site for last year's holiday  season and watched annual sales jump 300 percent,  according to news accounts. 
 Now, though, online retailers have crash-landed back to  earth. Shipping charges are here to stay, and fair-minded  consumers do see a need for them -- assuming they want  the online retailer to stay in business. Unfortunately, a lack  of standards for calculating online shipping costs and a lack  of transparency in the cost-calculation process leave a lot of  consumers feeling, well, gouged."
 

What do you 
do when you 
are outside 
the territory 
they ship to
 

new companies like  www.borderfree.com have spring up to serve U.S. companies that have not considered shipping outside the continental states

From their web site, Borderfree.com says www.borderfree.com/bf2/jsp/com_au_our_company.jsp
"Based in Toronto, Canada, [P: 416.480.2558] Borderfree provides U.S. merchants the most effective way to immediately drive global e-commerce revenues by offering a comprehensive end-to-end solution for serving international customers.  Offering a suite of marketing, financial, logistics and delivery capabilities, Borderfree has removed the barriers that have prevented international e-shoppers from buying from U.S. sites ..Borderfree delivers a total purchase price  including foreign currency conversion, duties, taxes, and shipping and handling costs."
 

UPS and FEDEX account for more than 80 % of online shipment deliveries

Returns
Refunds
 
 
 
 
 
 
 
 

Shipping

Chpt 17

Returns
Refunds

Refunds
 

"If you do happen to make a mistake on a customer's shipping address, forget to check off the appropriate method of shipping, or send them an incorrect item or quantity, show deep concern, apologize profusely, and offer the customer free shipping on the next order..."
 

This web site has 10 tips which are relevant to the practical aspects of getting your store operating - several of these tips have to do with returns and refunds and shippings; they are listed below

#4 Plan for the flood. 
If you're a B2C, start planning for the holiday season now. It's probably your last chance to lock in customers. Miss this one and you're history. Be prepared. How many hits can your site handle in an hour? Quadruple it.  What is your contingency plan if you exceed capacity? Have subcontractors ready and waiting to step in and get you going again. 

#5 Deliver, deliver, deliver. 
If you burn consumers just one time, they're probably clicking somewhere else now. Consumers must know you can be trusted to deliver the products they ordered on time and undamaged. Check out the capability of your fulfillment houses and shipping vendors. Go beyond the promises and look at their systems. Get firm commitments. Your return business success depends on it. 

#6 Make return policies easy and efficient. 
Consumers need to know they can return a product that doesn't fit, is the wrong color, or simply isn't what they wanted. If you can't offer that service to them, you don't deserve their business. State your return policy up front and honor it-without reservation. Do not make consumers go through hoops and hurdles to get their money back. Include return labels; accept returns at a brick-and-mortar store; give a credit refund over the phone. Do whatever you can to keep your customer coming back to your site over and over again. 

#10 Create a service recovery system. 
Problems are going to happen. Customers understand that errors occur,  but if they experience a dazzling solution in response to a complaint,  they're even more loyal than if they had never experienced the problem.  The key word here is system. Recovery cannot be a haphazard event. It needs to be a proactive, comprehensive approach to dealing with customer problems. Bottom line: Know what you're going to do in the event things  go wrong. 

The effects of 
Sept 11th

Report: E-Tailers Not So Ship-Shape for  Holidays [2001] By Erika Morphy  CRMDaily.com - which is linked through the E-Commerce Times site  October 18, 2001

Security Delays: Heightened security at ports, fortunately, is only delaying shipments by hours, not days -- so far. If U.S. Customs starts turning spot checks of containers into full searches,  however, holiday orders could be delayed until it is too late,  Forrester warned. 

Aircraft used in shipping: Another possible cause of delays is the Civil Reserve Air Fleet
 agreement, in which such carriers as FedEx, UPS and other passenger airlines would have to make their aircraft available for military transport. Thus far, this has not happened, but if
 this agreement does go into effect, consumer shipments will  suffer. 
 

The effects of 
Sept 11th

By Erika Morphy  CRMDaily.com  September 17, 2001

"While there are no easy answers, the Ontario Trucking Association is now calling upon motor carriers, drivers and shippers to work together to ease the pressure at congested border crossings and keep essential deliveries moving as seamlessly as possible.  "The backlog of trucks at the major Ontario-U.S. border points is testing the limits of the North American distribution network, and no one is expecting things to change in the  foreseeable future," OTA president David Bradley said. For that reason, the OTA is stepping in to help Canadian federal and provincial authorities ensure that essential  shipments receive priority attention."