“TV Ad Powerhouse FedEx Woos Small Biz with Web Parodies”
Posted by Joe Cannon
FedEx is targeting small businesses with a series of web parodies. One commentator in the Wired article “TV Ad Powerhouse FedEx Woos Small Biz with Web Parodies” (FEbruary 26, 2010) wonders how well this will work. I watched a couple of the 3 minute videos — they are kind of funny and educate customers on FedEx services at the same time (not an easy task). They are modest budget productions and the media costs are zero. The videos I saw had anywhere from 20,000 to more than 400,000 views. At this point, the payback from the use of YouTube and other social media is hard to predict, but one good way to find out is through experimentation.
The video is a versatile example of many marketing concepts. It is always nice to have clear, understandable B2B examples. The video shows how FedEx tailors its strategy for the small business target market and could fit with chapter 2′s discussion of strategy planning and chapter 4′s coverage of segmentation and targeting. The video might also be shown with a lecture on organizational buying, where we talk about service businesses. Finally, it also fits with integrated marketing communications and advertising on the web.
Tags: YouTube
This entry was posted on Sunday, February 28th, 2010 at 8:08 am and is filed under Advertising, B2B, Promotion, Small Biz/entrepreneurship, Social media, Video, Viral campaign. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.