FedEx Office Wins Word-of-Mouth With Kindness

Many in the marketing community have criticized FedEx for buying Kinko’s and changing its name (to FedEx Office) and culture.

So it’s only fair to praise them for a very smart piece of word-of-mouth marketing. As I write this on Tuesday, March 10, FedEx Office stores across the country are printing resumes at no charge for anyone who walks in. People don’t have to purchase anything to have their resumes printed — there are no strings attached.

If they’ve purchased any advertising for this, I haven’t seen or heard it. But FedEx has gotten a huge amount of news coverage (Google “Fedex resume” and you’ll encounter more than a hundred articles).

In a very rough job market, FedEx Office has extended a hand to many thousands who need help. In the short term, it’s gotten them a lot of publicity. In the long term, some of the people who take advantage of this offer will wind up in the executive ranks — and they’ll remember FedEx Office with fondness.



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One thought on “FedEx Office Wins Word-of-Mouth With Kindness

  1. I saw this story and thought it was genius. Same with when they worked overtime during the holiday snow … don’t know who the new marketing people are, but they’re getting it right. Reminds of the timely and well publicized tactics often deployed by AAA baseball teams.