The fleet maintenance software provider has tripled its income in the bus industry since first exhibiting in 2016. We speak to Freeway MD Patrick Tandy about how business has ‘blossomed’
Established in 1995, Freeway Fleet Systems helps fleet operators automate and digitise processes to reduce time-consuming workshop admin and maintain compliance efficiently. Freeway’s system eliminates paper on the shop floor, allowing staff to access and complete their job cards, timesheets, inspection reports and other paperwork on a tablet or smartphone.
Ready to launch
While Freeway had been successfully serving the bus and coach industry for over two decades, business expansion in this area had slowed due to a focus on existing customer sites rather than going out to market, admits the firm.
By 2016, Freeway was ready to go to market with one of the first tablet-based platforms that integrates with central asset management systems to provide live vehicle data.
“We had also rebranded, and as a company, we were growing in confidence,” says Freeway MD Patrick Tandy.
“We had a proven system already tried and tested by existing clients. So, we were ready to introduce it to a wider audience.”
Increase visibility
The firm decided that exhibiting could be an ideal way to increase its visibility in the sector. But first, some research was required to ensure it would be worthwhile.
Patrick explains: “We got someone on the phone to contact the UK’s main bus and coach operators to ask the question, ‘do you go to Euro Bus Expo?’. And 84% said that they were definitely going.
“It was a no-brainer for Freeway. We thought, here’s a show that’s highly focused on the industry we want to target.”
So, the firm booked to exhibit at Euro Bus Expo for the first time in 2016 – and hasn’t looked back.
Opportunities aplenty
Turning prospects into clients can be a slow process, particularly when there’s sophisticated software involved. Exhibiting allows suppliers to nurture leads and keep in touch with them, which is one of the key benefits.
Says Patrick: “Although it’s about the quality of leads, it’s as much about building long-term relationships with operators and other suppliers. So, there isn’t a better way to do it than to attend Euro Bus Expo.”
Then there are the opportunities to network with other suppliers in the industry.
“One of the key things about going to a show is the chance to meet other people who are targeting the same sector but have a common interest.
“For example, you’ve got people who supply systems that relate to Freeway because they’re dealing with another part of the operation, such as ticketing, which Freeway integrates with.”
Patrick adds that getting in front of such suppliers could lead to business partnerships, and this chance to talk to people and build relationships is reason enough to exhibit.
A threefold increase
Business has “blossomed” for Freeway since exhibiting at Euro Bus Expo and subsequently its sister show Coach and Bus UK. Before 2016, less than 20% of Freeway’s business was in the bus industry. Today it’s over 50%, and the firm’s income in the bus industry has tripled.
“Euro Bus Expo was our first push at investing in exhibiting at shows, so we’re overwhelmed with the response and success we’ve had.”
And sales generated from exhibiting haven’t only come from new customers. Connecting with existing customers and finding opportunities within those businesses have been just as important.
“The impact from exhibiting at the shows on Freeway’s business has been very substantial, and the catalyst was first attending Euro Bus Expo in 2016,” says Patrick.
“Other things have happened, but if we hadn’t decided to go then, it would have been difficult to get where we are now.”
Key learnings
Patrick describes the firm’s first year of exhibiting as a “big success”. It was also a learning curve, with the team coming away with a better insight on how to maximise their show presence next time.
One of the key learnings was to book early, so there’s more choice in where your stand is situated. Booking early also means you can effectively plan and carry out your pre-show publicity.
“For example, we make sure we get our press releases out well in advance to raise the profile of Freeway to customers, prospects and the press,” says Patrick.
“The visibility of being at the leading bus and coach show is a PR exercise in itself – it’s important; you need to be seen to be there.”
What’s new for Freeway?
Freeway will be at this year’s Euro Bus Expo at the NEC, Birmingham on 1-3 November on Stand T62.
The firm will be showcasing its latest developments, notably integrations with other technologies such as driver inspection apps, transport operations software and onboard systems. A partnership with Stratio, for example, sees real-time vehicle data being accessed to provide actionable insights that help operators automate tasks and make more informed decisions.
“One of the big impacts of going paperless is you start collecting a lot of data, which is automatically recorded onto systems,” explains Patrick.
“We’re working with Stratio and other suppliers to use telematics data to deliver real-time predictive fleet maintenance technology. By making use of this data, operators can improve the efficiency of fleet maintenance operations.”
Exhibiting opportunities
Euro Bus Expo is the largest UK-based exhibition dedicated to the bus and coach industry, attracting decision makers from the largest operators through to owners and managing directors at the smallest family-run businesses.
For exhibiting enquiries, contact Martin Laverton at [email protected].