Running head: FedEx Marketing Communication Channels Marketing Principles (busi 3313)
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- Why FedEx’s Marketing Efforts are the Perfect Package
ConclusionAfter analyzing the information gathered on FedEx’s marketing communication channels, it was evident that the company was on the right track toward maintaining and even advancing its position in the market as a market leader for delivery services. The company has managed to maintain this position for such a long time because of its adoption of a highly innovative and open culture, which enables it to adopt strategies that could help it achieve its goals. This liberal approach has seen the company open hundreds of braches worldwide, and maintain a strong name and preference in the US. The company understands and appreciates the role of communication and using the right communication channels for its marketing activities. As such, the company has been able to reach the right people in all walks of life, send the right message to these people, and solicit for the right responses through these communication channels. This had made the company a household name in the business of delivery, with many customers having good things to say about the company. In spite of some of the problems and setbacks that the company undergoes from time to time, the company has managed to steer off from the setbacks to maintain its top position, because of the company’s management and employees’ dedicated efforts to the company. the good reputation and trust that the company was also able to build for itself since the time of its inception has also played a big role in ensuring customers’ support and loyalty for the company at all times. RecommendationsAlthough this research attempted to capture as many views of the employees of the company as well as customers as possible, there, still, was a lot of information that was left out because of the limited number of respondents chosen. A total of 42 employees in all branches of the company worldwide are way too low for a company that has over 500,000 employees. This means that the study was limited its approach, and that the views presented by the employees are not likely to be quite representative of all other employees. The number of customers chosen for the quantitative study was also less, considering that the company has customers worldwide, all of whom have different experiences with the company. It would be better if the company sourced for a bigger study, which would include a substantial number of employees and customers, significantly represented by respondents form all countries that the company has offices in. this would ensure a more credible study, whose results would offer a more authoritative reckoning for action. References Barnlund, D. (2008). A Transactional Model of Communication. NJ: Transaction Books Clow, K., & Baack, D. (2007). Integrated Advertising Promotion and Marketing Communications. NJ: Upper Saddle River. Ding, G. (2007). First FedEx Kinko’s Store in China Celebrates Ten Year Anniversary. Available at www.news.van.fedex.com/node/6476. Kotler, P., & Keller, K. (2012). Marketing Management. NJ: Person Education Robbins, S., Millet, B., & Boyle, M. (2011). Organizational Behavior. NJ: Pearson. Strokes, R. (2008). eMarketing: The Essentials Guide to Online Marketing. Quirk eMarketing. Appendix http://bmachicago.org/events/why-fedex%E2%80%99s-marketing-efforts-are-perfect-package MarketingMasters Luncheon Seminar
SPEAKER: Steve Pacheco Managing Director, Advertising FedEx
INTRODUCING THE SPEAKER: Emma Armstrong Group Account Director BBDO / Atmosphere BBDO What do carrier pigeons, lemmings and overhead airplane compartments have in common? They’re all focal points in ads from FedEx’s highly acclaimed 'Relax, it’s FedEx' campaign which pokes fun at corporate life while demonstrating how the company helps businesses with its wide range of services. On Oct. 2, at the Standard Club in Chicago, you can hear the stories behind this campaign and others from Steve Pacheco, the managing director at the helm of FedEx’s award-winning advertising. He’ll give us a look at the various touch points that FedEx uses to stay top of mind and a tour of some of the tools and platforms that it uses to power one of the world’s most powerful brands. Some of FedEx’s best-known creative has been produced under Pacheco’s 11-year tenure, including the EMMY-nominated 'Carrier Pigeon' spot that aired during Super Bowl XLII. Pacheco has overseen the creation of a whopping 12 Super Bowl advertising spots for FedEx. Sporting events have long been a key element in FedEx’s integrated marketing efforts aimed at the C-suite and small-business people. In 2007, FedEx became a premier PGA sponsor with its namesake tournament, the FedExCup. A campaign centered on the sponsorship was created, featuring the humorous shenanigans of office employees trying to get out of work to go golfing. Another series of ads tied to the company’s sports sponsorships (which span the NFL, NBA and the NCAA) was the “Everyday is race day” campaign, which highlighted FedEx’s NASCAR sponsorship. “The message that every day is race day is a great attribute,” said Pacheco in an interview with BtoB magazine. “The campaign plays into the company’s characteristics because we race every day to get your packages delivered on time.” Sports-related marketing fits in well with FedEx’s long-term brand strategy of reaching executives during their downtime. “Sports programming is where people go to relax,” Pacheco said. “It’s rating-protected and puts up good numbers. The little bit of leisure time that [top executives] have, they spend watching quality sports,” he said in the BtoBinterview. Pacheco is not only lauded for his company’s creative, but for being an all-around likable guy. “People love Steve. He’s always up; he’s bigger than life,” said Karen Rogers, vice president of U.S. marketing at FedEx and Pacheco’s boss, in an interview with the Memphis Commercial Appeal. This year Pacheco was honored with the Memphis Advertising Federation's Silver Medal Award three days before FedEx’s 2008 Super Bowl ad aired. Emma Armstrong, group account director at BBDO (FedEx’s long-time creative partner) and five others from the agency, including John Osborn, president and CEO of BBDO, flew down for the ceremony although 20 team members from BBDO had signed up to come. “Not only does he have the head for this business in terms of product, but he brings the heart and emotion, too,” said Osborn. About Steve Pacheco Steve Pacheco is Managing Director, Advertising at FedEx Corporation, a $36 billion, Fortune 100 global transportation, logistics and business services leader. He is responsible for all corporate-wide advertising as well as leveraging their extensive portfolio of sports and sponsorship properties through media and advertising. FedEx brands under his direction include:
Prior to joining FedEx in 1997, Pacheco served as Advertising Director for International Paper, a $25 billion multi-national producer and marketer of paper, packaging, forest products and building materials. Responsible for advertising, marketing communications, and sports and event sponsorship, he directed their involvement in the 1996 Summer Olympics in Atlanta. His broad range of advertising experience includes past positions as partner in Humphreys Ink, a Memphis-based advertising agency, and director of advertising and promotions at The Commercial Appeal, a Scripps Howard newspaper in Memphis. Before that he had a paper route. In addition to his advertising and marketing background, Pacheco has given his time and talents to numerous community-based efforts, including:
A native of Memphis, Pacheco earned a BFA Degree in Journalism from Memphis State University. About Emma Armstrong Emma Armstrong started her marketing career in London working at a small charitable organization where she was responsible for everything from writing press releases to producing large Royal events. Seeking a little more focus, Emma moved to the world of digital advertising in the late 90s and now has more than 10 years experience working in both client-side and agency roles. She has had the opportunity to work with a diverse range of clients across multiple verticals, including British Airways, IKEA, British Telecom, T-mobile, P&G, E*TRADE, Del Monte, Dyson and Emirates Airlines. Emma now lives and works in New York where she manages the integrated FedEx advertising team for BBDO and Atmosphere BBDO. She holds an MA in Biological Anthropology from Cambridge University, UK. Steve Pacheco, Managing Director of Advertising, FedEx Sponsored by: 
http://www.dmnews.com/fedex-launches-fully-integrated-campaign-featuring-e-mail-direct-mail/article/160829/ Dianna Dilworth January 07, 2010 Directory: Attachments -> BBF -> New%20folder New%20folder -> Generations of Mobile Wireless Technology New%20folder -> Misy 3312: Introduction to Telecommunications Project Proposal for Voice over Internet Protocol (VoIP) Instructor Name: Mr. Muhammad Rafiq Section 202 New%20folder -> Misy 3312: Introduction to Telecommunications New%20folder -> Career Path at Saudi Aramco Company New%20folder -> Generations of Mobile Wireless Technology New%20folder -> Network theory New%20folder -> Coen 1320 signals and systems spring-2013 New%20folder -> BlackBerry’s Privacy and Security Dr. Mohammed Rafik Telecommunication Submitted By New%20folder -> Smart phone Phelps Jon 16 October Download 138.59 Kb. Share with your friends:
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