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Marketing Project: FedEx to China Launch Challenge: Introduce FedEx as the exclusive U.S.-based express carrier with aviation rights to China. Leverage this new business market to encourage trial and repeat international shipping. Strategy: Use attention-getting creative, service information and an incentive offer in a direct mail campaign to target customers who would benefit from the revenue potential of a new international market.
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Execution:
All creative elements used a Chinese motif: dragon image, red
color scheme, and typeface that resembled brush-painted Chinese
art. Elements included a statement stuffer, nontraditional "white"
mail and a "Fast Facts on China" sales sheet. A two-tiered incentive
program for repeat shipping was also offered.