FedEx free resumes: elements of a great promotion

FedEx is to be admired. Their latest promotion was executed quickly, offered real value and was tied to a timely topic. Could your business benefit from some great publicity while helping out future customers?

FedEx just executed a great promotion: 25 free printed resumes for job seekers.

The idea, which bubbled up from an employee in New York City, hit on critical elements for a great promotion:

1. It offers something of real value to customers.

2. It is "really free." Nearly automatically compelling.

3. It is timely. Unemployment and the economy dominate the news today. FedEx put a positive, helpful spin on that news.

4. It is likely to drive future store visits and new revenue. A job search can easily take four to seven months. If free resumes bring a new customer to FedEx for the first time, aren't they more likely to come back later for other services as their job hunt continues?

Finally, because all these elements came together, the promotion created a lot of buzz.

Could you argue FedEx exploited a difficult and painful situation to get free publicity? I suppose. But I wouldn't agree with you. By all appearances the resumes really were free. No strings attached. The fact that FedEx will benefit from the publicity and future store visits isn't evil. It's business. Good business.

As marketers, isn't this an ideal time to think about new promotions that can help people out? It's hard to link together helping people, a timely topic and a promotional idea that will drive future sales. When it works, it's a great thing. Nice job FedEx.