13 Nov
Taking Advantage of Competitors’ Woes During Recessions
- 5 Comments
- November 13th, 2008
DHL, the shipping company, announced it was cutting 9,500 jobs in the United States.
The move means it will focus its US Express arm on international only.
So what does its big competitor, FedEx, do? Sends out an email blast to small business customers saying:
“We’ll pick up where DHL leaves off. If you’re concerned about the effect that DHL’s downsizing will have on your business, rest assured that FedEx will be there for you to deliver peace of mind.”
That’s what I call marketing during tough times.
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That’s a great idea to take advantage of the opportunity to remind customers of your services. This gets your brand first on their minds.
ReplyDoesn’t get much simpler than that! A short, sweet “Hi, were here for you. . .” FedEx saw an opportunity and took advantage of it – smart.
The unfortunate part is the loss of 9,500 jobs. I feel for the people and families affected by this. Especially at this particular time of year.
ReplyBusinesses need to move fast if they are to win. Smart and quick are the 2 words I am using to describe what FedEx did.
Joel Libava
ReplyVery nice on FedEx’s part. Another gem to take away from this is during tough times, it’s important to not focus so much on your own business that you forget to keep tabs on your competition. I’m confident that FedEx had this response well planned, as they kept up to date on DHL’s situation and the associated rumors.
ReplyYes, I thought this was smart and fast, too.
And FedEx did it in a tasteful way. They didn’t blast their competitor or criticize them. Just saw an opening and said “we’ll be there for you.” Classy.
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