Fred Smith built FedEx on
the concept of delivering important documents anywhere in the
country "absolutely, positively overnight." But overnight document
delivery became a quaint anachronism when faxes could deliver
documents in minutes, early dial-up e-mail could do it in seconds
and broadband can now do it in nanoseconds.
So
FedEx needed something else to go somewhere overnight.
Non-store-based retail was the answer. Catalog merchants
saw their sales dry up around December 10th, just as the
busiest retail selling season was peaking.
After that date customers weren't confident they'd get
their orders in time for holiday giving.
A campaign was developed to show catalogers how
to extend their sales right up to December 23rd by
offering FedEx delivery. Because customers knew that
FedEx would absolutely, positively get it to them in
time.
A BrainPosse member created brochures, direct
mail, sales videos and presentations that got FedEx into
80% of targeted major catalog retailers in the first
year of the campaign.
Today virtually every major catalog and online merchant
offers a FedEx delivery option.
