BUSINESS TO BUSINESS MARKETING

Mihir Sawant
MMS B-35
Atharva Institute of Management Studies, Malad-Marve Road,
Charkop Naka, Malad (W), Mumbai 400-095

FEDEX INDUSTRIAL GOODS, BRANDING AND ADVERTISING TRENDS IN INDIA

FedEx Corporation is an American multinational Courier delivery services company headquartered

in Memphis, Tennessee. The name "FedEx" is a syllabic abbreviation of the name of the company's
original air division, Federal Express (now FedEx Express), which was used from 1973 until 2000.
The company is known for its overnight shipping service and pioneering a system that could track
packages and provide real-time updates on package location (to help in finding lost packages), a
feature that has now been implemented by most other carrier services.

FedEx Corporation is an import/export company, incorporated October 2, 1997, in Delaware. FDX

Corporation was founded in January 1998 with the acquisition of Caliber System Inc. by Federal
Express. With the purchase of Caliber, FedEx started offering other services besides express
shipping. Caliber subsidiaries included RPS, a small-package ground service; Roberts Express, an
expedited shipping provider; Viking Freight, a regional, less than truckload freight carrier serving
the Western United States; Caribbean Transportation Services, a provider of airfreight forwarding
between the United States and the Caribbean; and Caliber Logistics and Caliber Technology,
providers of logistics and technology solutions. FDX Corporation was founded to oversee all of the
operations of those companies and its original air division, Federal Express.

We can apply FedEx’s marketing strategy to our own face-to-face marketing programs. Trade show
exhibits, events and environments provide a great opportunity to get your brand in front of hundreds
or thousands of attendees. It’s important to not only stand out, but to make your message clear.
Whether you’re marketing regionally, nationally or internationally, make sure every touch point
aligns with your identity.
For some, this may mean an overhaul of existing properties. It could mean re-envisioning your
brand message. Or it could mean better measuring the success of your efforts. These aren’t things
that can happen overnight. If you and your team find the value in streamlining your marketing
presence, here are three tactics specific to trade show exhibits you can start to consider.

Design and Messaging – Like FedEx did, do you use variations of your logo or tag-lines event-to-
event? Sometimes all it takes is a Seed Idea or single image to reinforce what you represent as a
brand. One that is timeless and translates across borders.

Upgrading Structural elements of your Booth – Aligning brand identity across your properties
might seem inconvenient. Maybe it’s not financially feasible for you to overhaul your existing
properties. However, there are more economical – and sustainable – upgrades you can make. Work
with your exhibit company to find light-weight structural accents like branded fabric stands and
branded shell schemes or consider rental pieces until you’re ready to invest in new capital.

Surveying Attendees –Integrate marketing analytics as part of your face-to-face marketing strategy
to ensure you’re getting your message across. Perform on-site surveys, Exit Interviews for example,
to gather attendee perceptions of your brand, engagement and booth experience.

Face-to-face marketing is the most powerful tool for advancing your story and driving connections
between you and your attendees. That’s why every detail, down to the logo color, is worth
examination. As we consult our own clients, we review their face-to-face program from their initial
brand objectives all the way to final construction. We draw upon our creative and experiential
teams, client strategic services and our production teams to make sure you’re delivering a
consistent, powerful brand presence anywhere in the world.

ONLINE MARKETING SERVICES

• Connect with experts who can help with logos, website design, social media and more. See
how you can get your free marketing plan.
DIRECT MAIL ADVERTISING

• Let our pros consult with you to see how a mailer could work for your business.
• Get help with everything from design to printing to mailing.
• Choose Every Door Direct Mail® for a simple, affordable way to reach customers near your
business.

CUSTOM BRANDED BOXES

• Create an unforgettable first impression with your unique logo, branding and design right on
your shipping box.
• Elevate your brand to stand out in a sea of brown boxes.
• Customise your box size and look, with no plate charges and no minimum order quantities.

ONLINE PRINTING

• We’ll help you get started with templates for flyers, brochures,presentations and more.
• Save your files with us through My Online Documents.
• Print anytime, anywhere: Upload files right from the cloud.

SIGNS & BANNERS

• Promote your business in a big way with signs, banners and posters
• Take advantage of our professional design services or templates.
• Most orders are ready in 24 hours or less!