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Show us a neat way to communicate an important but not that exciting concept in a clever but not terribly expensive way, that’s what!

UPS has the new and empowering goal of being THE distribution system for my business and yours. They want to become an extension of our business and they’re well on their way.

I was watching the Packers play Sunday and saw one of the commercials in the series UPS is using to spread the word about how they do what they do and why it’s of benefit to us . You can view it at 

http://www.pressroom.ups.com/multimedia/av/advertising.

The commercial I am referencing specifically is the second box from the left (Delivery Intercept 2), but they’re all good. You probably found a lot more lessons than I discuss in this post and you’re welcome and encouraged to share any other things we can learn from it. The main thing I noted was how they are taking a product about which we might either say “Huh?” or “So-what” and are explaining it in a clever but simple way, using a format that any of us could do! Plus there’s a little humor thrown in here and there. The target audience leaves the commercial complete with their “Oh yeah” moment and realizes that package intercept is a tool UPS offers that could be of great benefit should we have the need. 

Granted, buying television ad space during prime time on NFL Sunday may be beyond our grasp, but the straightforward visual way the concept is explained is something to which we can easily relate as customers and even potentially emulate in our own marketing.

Bravo, Brown!

Chris Wilson said -

I don’t think most people know what all UPS can do and actually does for them behind the scenes, and like you said, these commercials have found a way to explain some complicated concepts in layman terms. And that’s saying a lot since I am not usually a fan of the 30-second spot.

Here’s a little bit of something that most people don’t know about UPS:

In Thomas L. Friedman’s book, The World is Flat, he gives light to the fact that UPS has started performing processes that go far beyond shipping for all different kinds of businesses. Friedman calls this insourcing. The example that Friedman uses in the book is Toshiba who uses UPS not only for shipping their computers but also repairing them. Instead of delivering computers that need repairing to Toshiba, UPS takes that step out of the loop and repairs them in house and then returns them to the customer. This knocks days off the turnaround process. Most customers are probably unaware that their laptops were never even touched by Toshiba, but would they even care if they did know? They get their computers back in a couple of days as opposed to the week (or weeks) it would have taken if Toshiba had been a part of the loop.

October 21, 2007 @ 6:21 pm