FedEx Kinko’s Gets a New Name, New Website – And Offers a Quick Lesson in Launch
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- January 18th, 2009
Kinko’s, acquired by FedEx a few years back, was rebranded as FedEx Office in 2008. As a media backgrounder points out, the name is a play on the idea of FedEx Office being the Back Office for America’s Small Businesses.
It’s kind of a bland name. Kinko’s was such a … distinctive …. name that you didn’t have trouble remembering it. But I guess they’re banking on the FedEx brand being able to draw in small business owners, with Office being secondary.
Up until now their website was just as bland, too… sort of a plain-Jane corporate site. Here it is:
Luckily they’re launching a new website and it’s got more excitement to it. One of the highlights: it has a horizontal scroll of the main products and services that FedEx Office offers. Now, a horizontal scroll of images is quite the website design trend at the moment. But this one is different — it actually scrolls in a horizontal circle, like a circular carousel. Neat.
I bring this up to point out how they’re launching their new website. To make sure people don’t miss the launch and to get as much juice out of it as possible, they’ve sent out direct email inviting to take a sneak peek.
Also, on the current home page they have a little section inviting you to look at the new website design. They don’t just take you over to the new page, but to a special landing page that highlights features of the new site and lets test drive a few of them with an Ajaxy type of interface.
This way you get more mileage out of a website re-launch. Create anticipation for something new and better coming. Might be a handy technique the next time you launch a new website design.