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Client: FedEx Office Campaign: Presentation GuyLocations: USA |
FedEx Office Print Online is a convenient, easy-to-use service that enables anyone to upload a document or presentation, selected customized printing and finishing options and have their order shipped anywhere. The spot, “Presentation Guy,” presented this service to small-business people who are especially tight on time and back-office resources.
Sales data from FedEx Office demonstrated a substantial lift in Print Online orders and revenue when the spot aired between January and May 2010.
All of our claims are based on unpublished proprietary FedEx sales data and due to client confidentiality, source data is unavailable.
The objectives of “Presentation Guy” were to immediately drive Print Online orders and revenue and build sustained awareness of the service. While past communication focused on the convenience of the service, “Presentation Guy” focused on its ease of use.
Small-business customers and mobile professionals are under pressure, time-starved and looking for convenient ways to eliminate busy work to be able to focus on key business issues.
Our single-minded proposition: When I use FedEx Office Print Online, I know that my presentation will look professional and thanks to FedEx shipping, be where it needs to be when I expect.
The product insight is that anyone can make presentations look great using FedEx Office Print Online because it is so simple, and easy to use. This insight is woven into the spot with a smart, relatable humor.
The television spot, “Presentation Guy,” ran during NFL and PGA Tour media from January 1 to May 31, 2010. Channels included CBS, NBC, ABC, The Golf Channel and online via the FedEx official YouTube channel.
Investment was approximately $10million, covering broadcast media and production.
When “Presentation Guy” aired, there was an immediate lift in year over year order growth—this increase grew as high as 28.6% in monthly orders (vs. previous year). Revenue generated during the time period exceeded investment by nearly fourfold.
Traffic also increased to the landing page http://www.fedex.com/weunderstand where customers were directed to learn more and try the service. While the spot was on-air, the page saw a 95% increase in new visitors with 53% coming from direct traffic (driven from the tagged spot as opposed to some other referring site).
The biggest surprise effect was the cultural adoption of one line from the script, delivered by the presentation guy: “Good morning. But I digress.” Some high profile references were made including Little Steven from Bruce Springsteen’s band, who at the Rock and Roll Hall of Fame ceremony, began a speech with the line, and then said, “I love that commercial.”
Based on seasonality, the beginning of the year is typically a slow sales period for FedEx Office Print Online, so immediate sales returns in January were unexpected, welcome and clearly a result of the advertising.
Other FedEx messaging at the time focused on transportation solutions. Therefore outside of the overall brand halo effect, there were no other advertising factors that could have affected sales growth.
Volume (number of orders) increased as high as 28.6% while “Presentation Guy” was on air. Revenue during the same period amounted to nearly four times the advertising investment.
“Presentation Guy” taps into the business “truism” that businesses need someone who is a “go to” person for presentations, but unfortunately that person isn’t always available. This spot acknowledges this small business pain point and shows how FedEx can help with their success. Presenting an all-too-familiar scenario in a smart, humorous way builds a connection between customers and FedEx, and along with a clear product benefit, drove sales.
-- Allan Mayers, Senior Performance Analyst at r-mark in Cambridge, MA.
Brian D. Philips, CEO. FedEx Office