Target Market of FedEx

I think it is safe to assume that all of us do a little bit of online shopping here and there. In recent times, online shopping has become pretty convenient. But how is that all done? You buy something, put it in your cart, and make a payment, then what? Well, there are literal companies that make deliveries to your door come true. One of the most famous ones, which I am sure you have all heard of, is FedEx. In today’s blog, we are going to dive deeper into its marketing tactics to understand what is it the company does so well that keeps it successful.

First and foremost, we are going to present and analyze one of FedEx’s campaigns.

‘Memories‘ is what it is titled. Firstly, I suggest watching the video and then we will discuss it in more detail.

At first, we observe a FedEx delivery guy giving one of his consumers a memory book. The company sends that idea in an insanely sentimental way. As our character walks outside, the view turns into a door, leading him to significant times. We see him at an Italian wedding where everybody seems to be enjoying their time.

Of course, like any other wedding, some unfavorable situations occur, such as fighting. But, at the end of the day, a wedding is about celebrating the bond of two people, proclaiming happiness. People enjoy their food, dance around, and take pictures. Those pictures are later supposed to be glued in a memory book.

Obviously, that wedding is from years ago judging by people’s outfit choices and the old-fashioned camera. But if we pay close attention, it is also apparent that the groom of the wedding looks identical to the initial delivery guy.

While going back in time is not possible, recognizing different experiences through stories and visuals is pretty important. Also, it is very special to realize you can take a look at how the older generation in your family looked like when they were young.

“What we deliver by delivering” is the message we hear at the end of the video. The idea is not about literally having a FedEx package delivery. It is more about the items that this company distributes. All the things that contribute to people’s memories that they are going to remember in the future.

While for some people receiving another package might be an expected daily occurrence, for others it might be just a little more special. This little scene we see goes to prove that point.

What is more fascinating, is that we may not realize that the delivery people may also have emotional feelings regarding those boxes.

This exact video was what we chose to expand on more, but the campaign actually consists of four videos. So we are going to briefly go over the other three videos.

In the first video, we follow a little family on a trip. However, the focus is more on the little child. As many children have special belongings, she, as well, carries a turtle and a hare stuffed animal. For some reason, she leaves the turtle at the motel, and, of course, it becomes a reason for her to be down.

What is exceptional, however, is that as soon as the motel manager sights it, through the amazing FedEx, ships it. Ultimately, the tortoise ends up showing up at the family house right before they do.

The next video is titled ‘Opportunity’ which is already self-explanatory. In the beginning, we think that the video is about a couple doing their job at a bakeshop. And it is about them, their success, and their journey towards it. But we also see some time traveling going on. In that scene, we observe the couple’s FedEx utilization for a former humbler store.

They think of new ideas and ways of growing their business. The last thing we perceive is the couple getting a mixer by the post. They sit around and wonder how to use it. That is why the title is ‘Opportunity’ meaning that with some creativity and tools, everybody can conquer the world.

The last video is much simpler. It is called ‘What’s Inside’. This one is solely following different people receiving parcels. Understandably no two reactions are the same, and it is probably exactly what the company is trying to point out with this video.

With these videos, this campaign, FedEx is talking about the importance of human feelings, thoughts, and emotions. They are insanely well thought out and will easily strike one’s eye. Even if they appear as ads while watching a show on TV, the likelihood of skipping them is probably low.

Next up, we are going to discuss a slogan of FedEx.

Companies tend to have a few slogans over time, and FedEx is not an exception. However, we are going to focus on one particular slogan. The one that is the most effective and meaningful, at least that is how we view it.

“When it absolutely positively has to be there overnight”. Yeah, it is so simple and typical to a shipping company. But it clearly speaks of the efforts this company puts into making its job happen.

Firstly, do you know what Sip and Ship is? Well, it is a company, a mailbox store again, that includes coffee shop, gift shop, etc. items in one stop.

“Why is that worth mentioning?” you may ask.

Well, there was an instance when in Ballard and Fremont for systematic reasons FedEx was not operating. Thus, the employees were only left with one choice. They decided to ship goods to their customers through Sip and Ship.

The customers were not aware of the cooperation between FedEx and Sip and Ship before this whole situation took place. However, the partnership between these two companies had been the reality for over seventeen years at that time.

The shipping options in case of managing this selection are overnight, 2-day, and 3-day. Also, ground and international shipping are included in those options.

Even things you would not think would be possible to ship, are very much so probabilities.

Even though this slogan first came about back in the 1970s, it still is pretty much in use as of today.

Let’s say you have to make an unexpected order and have a strict deadline. Don’t you worry, FedEx and Sip and Ship have got you covered.

Especially if it is a fragile item, such as glasses, or bottles. The employees make sure to put a sticker on your packages that warn other workers of the delicacy inside.

An example worth mentioning is that one time, a middle-aged man needed a cake delivered for his wife’s 50th birthday. Of course, you can guess that cakes would be a complicated order to ship. Because you have to make sure you do not squish the cake for example. However, this sweet surprise came true, as the delivery was made perfectly. The cake was as good as right off the oven. It took only a night to make this happen.

Thus, the slogan represents the care of the company towards its customers. Achieving a loyal and relieved customer base is a crucially important aspect of a business. And it looks like FedEx has turned that into reality.

Last but not least, we are going to try to unravel the segment that FedEx has chosen to target.

For doing so, I suggest watching this short advertisement.

This commercial is pretty much a comedy act, which right off the bat, attracts a good number of people.

We see an interaction between an employee and his boss. The boss is talking about how important it is in business to achieve success. It is valuable, of course, but it is not a specific person’s philosophy since all businesses are trying to make that happen.

Then he goes on to mention that for that exact reason he uses FedEx as an affordable but yet efficient service.

Then the garage gate opens and we realize that he is literally working at his home. We see his wife who seems to know every next word that is about to come out from her husband’s mouth. Remember that, because it is a big hint.

It looks to me that a career is a huge part of this man’s life. It is not simply a job but a lifestyle.

Also, we see that his workplace is his home. His family members have to adapt to his job and not interrupt when he is working.

And, of course, success… That is, indeed, one of the most important goals of the chosen segment’s life.

Still lost? Does this not make it obvious that the segment this company has chosen to target is Fulfillers?

You will also be sure once we discuss what we know about them.

Lifestyle and values.

There is nothing as important in this segment’s life as a career. There is so much more to it than earning some money. It is about finding oneself, and constantly growing as a human being. They are ambitious and always seek new ways to stay at the top of their career. Even if it means taking risks and being unsure whether the end result is going to be favorable.

Even if it means sacrificing quality time with their family, Fulfillers are still willing to take immense measures to succeed.

Aside from that, this segment is also modern. They like to stay up-to-date with all spheres including theatre, cinema, music, technology, and so on.

Technology is slightly more important than the other stuff. This segment regularly makes new purchases of tech appliances and learns new stuff about the rapidly growing sector.

Fulfillers surely keep up with their hectic habits during the weekdays. The weekends, however, are a whole other story. They are all about relaxation and having fun.

So, if during the week you invited a Fulfiller out and they rejected, try doing it on Saturday or Sunday.

Brand usage.

This segment is not one to limit itself to one brand only. They mainly do, however, shop from pricey stores. When it comes to quality products they know they want, price is not even an area of concern.

Whenever a new product comes out, Fulfillers need to buy them.

This segment makes impulsive purchases sometimes, especially with newly found brands.

However, that does not mean that Fulfillers do not stay loyal to brands they already like.

Another one of their hobbies is shopping, which can be harmful to their wallets. This segment can spend money for the sole purpose of improving their spirit.

Other interesting facts:

Fulfillers are very socially ​active visiting pubs, cafes, bars, etc. They prefer eating out and trying new delicious foods. This segment regularly travels, checking out another country off their list. An active lifestyle is another priority of theirs. Lastly, Fulfillers consume the media mainly for entertainment purposes.

To sum up, we talked about a huge delivery company called FedEx in this blog. We pointed out different parts of its branding that are important to talk about when discussing a business. If this got you interested, we have done this same analysis for many other brands, and continue to do so. Thus, make sure to check out our main website to stay updated whenever we post a new blog.