Part 1: Integrated Marketing Communication Strategies (IMC) for
FedEx IMC Campaign: Take the drama out of delivery
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In 2011, FedEx launched an integrated advertising campaign, “Take the Drama Out of Delivery.” The campaign aimed to highlight the importance of every delivery (FedEx Newsroom, 2011). The campaign was focused on Asian customers. Two TV commercials featured stereotyped Hollywood characters recognizable to many customers. The campaign used traditionally as well as social media to amplify the awareness.
The Campaign Examples
- Film/YouTube: How to Make a Zombie. https://youtu.be/WhlWdDDSca4. The advertisement was funny and entertaining. It brought to attention that the quick delivery by FedEx, even in times of crisis, can be reliable. YouTube offers the opportunity to control the message environment with many creative potentials and community-building possibilities (Wang & Chan-Olmsted, 2020). Because the medium is global, its accessibility in all parts of the world’s a good feature for an international marketing campaign.
- Magazine and other Print Media (See Appendix B). Print media offers a high probability of a customer opening the advertisement and can be distributed via email to enjoy a higher open rate than the electronic publication (Magee, 2012). There is a significant percentage of customers who prefer print media over online media.
- Social Media: https://www.campaignasia.com/video/fedex-campaign-takes-the-drama-out-of-delivery/272857. FedEx focused on creating a means by which visitors could share their fun moments with friends on social media.
- Digital Ads (See Appendix A). An integrated campaign requires a medium that covers the highest percentage of the target market. It increases exposure and brand awareness hence the potential to raise sales.
With the rise of technology and online purchases, it is crucial to adopt social media platforms. Another communication activity was the company’s collaboration with China in the notice on the transport of Pandas from the United States to China. (https://www.smithsonianmag.com/smithsonian-institution/how-fedex-giant-panda-180962191/). FedEx used this opportunity to spread brand awareness by leveraging the surrounding media buzz because of the significance of the load, pandas. It added an extra facet to the company’s ordinary logistical maneuvering. The activity was well-aligned with the main focus of the “Take the Drama of the Delivery” campaign. The process of transporting the Pandas was hectic and would require excellent planning by the company. However, pulling this through would be a significant symbol of efficiency to the Chinese market. A weakness is that not all target customers can understand the meaning of such collaboration as a form of communication. One strength of this activity is that the company was dealing with one of the major markets in the industry, so there was potential to gain awareness in the process.
Part 2: Global Brands, Cultures and Advertisement
- Toyota Camry Ad for Asian-American Consumers: https://www.youtube.com/watch?v=THkGZz0nWJc
In this commercial, the Chinese-American father picks his daughter in a Camry. While in the car, her focus was on the tablet until the dad turned the Pandora on. As the music began, their faces brightened as they enjoyed their time together. The ad intended to show that driving Camry brings out a positive side of an Asian dad. To Asians, portraying family as crucial may be the best localization strategy, which may not work in other cultures.
- Toyota Camry Ad for African-American Consumers: https://youtu.be/iD06uTMU2nw
This ad featured an African-American dad who ordered a pizza from a restaurant giving free delivery. There is an image of a peacock to imply the act of showing off. To the African-Americans, styles come at the forefront of how they view a car. Such a strategy seeks to identify the consumers by their culture and language.
I intend to argue that localization is a better international marketing strategy than standardization. Culture plays a crucial role in the formulation of a campaign. The marketing strategy used by the marketer should suit the local culture (Kanso & Nelson, 2002). It enables ads to reach more people and have the desired effect on the target market. The choice of illustrations and colors in advertising must tie well with consumers’ aesthetics sense. Integrating the local networks can help overcome language and cultural barriers in international markets. The key is to adapt to uncontrollable environmental differences in each country, which localization does perfectly.
Both ads use emotional appeal, more so, positive emotional appeal. The Asian-American ad stirs the desire to be different from the notion that Asians give less attention to their families. The African-American ad stirs up the desire for prestige, indicated by the use of peacock images. The emotional appeal in the two ads suits the message. For this reason, I would not change them.
FedEx Newsroom. (2011). “Take the drama out of delivery”: New FedEx advertising campaign emphasizes reliability in a demanding world. https://newsroom.fedex.com/newsroom/take-the-drama-out-of-delivery-new-fedex-advertising-campaign-emphasizes-reliability-in-a-demanding-world/
Kanso, A., & Nelson, R. A. (2002). Advertising localization overshadows standardization. Journal of Advertising Research, 42(1), 79-89. https://doi.org/10.2501/jar-42-1-79-89
Magee, R. G. (2012). Can a print publication be equally effective online? Testing the effect of medium type on marketing communications. Marketing Letters, 24(1), 85-95. https://doi.org/10.1007/s11002-012-9209-y
Wang, R., & Chan-Olmsted, S. (2020). Content marketing strategy of branded YouTube channels. Journal of Media Business Studies, 17(3-4), 294-316. https://doi.org/10.1080/16522354.2020.1783130