FedEx Express chases SME customers with global marketing push
FedEx Express has launched a major marketing and advertising campaign to showcase the dedication of its staff in helping business customers around the world. The Memphis-based integrator said yesterday that the campaign was particularly geared to appeal towards small and medium-sized customers.
Print and online advertising began appearing in certain regions and local markets around the world from last month, highlighting FedEx staff in Brazil, Canada, China, Germany, India, Mexico, Japan and South Korea.
Campaign materials will be supported by information on the FedEx website as the company seeks to show businesses how its services can help them to expand.
FedEx said yesterday its new marketing push highlights the “above-and-beyond” dedication of FedEx team members around the world, and seeks to show how FedEx Express “understands logistics is nothing without teamwork”.
Raj Subramaniam, senior vice president of global marketing at FedEx Services, said the central message of the campaign was that the most successful businesses were those build on “strong relationships”.
“At FedEx, our people are at the heart of everything we do and everything we are,” he said.
“Our 300,000 dedicated team members across the globe work tirelessly to connect business leaders to the people, places and opportunities that will help them succeed.”
FedEx learned the importance of its staff performance firsthand almost exactly a year ago, when its marketing efforts were somewhat knocked by an embarrassing YouTube video, showing one of its delivery staff throwing a computer monitor over a recipient’s garden wall, which went viral around the world.
