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What UPS is doing to survive this bad economy
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<blockquote data-quote="UPS Lifer" data-source="post: 474214" data-attributes="member: 9789"><p>I am not sure that everyone understands the human psyche when it comes to advertising. </p><p>People look right past the UPS vehicles on the road anymore. 30 years ago it may have made a difference. Not anymore - the brown vehicles are part of the landscape. It is a neutral perception.</p><p></p><p>Every time you see a US Postal employee or vehicle what type of image do you get?</p><p>For me it is on the negative side of the spectrum. This is the impact of media attention from employees going "postal" to comedic responses to such. </p><p></p><p>In todays' market - people equate the advertising to a successful company. If they do not see the company in advertisements they perceive that the company is not doing well. You need to continue to sell the image all the time - sell! sell! sell! </p><p></p><p>Why is America so fat? there are so many food commercials on TV you get hungry just looking at them. You get up to get something to eat! </p><p>Why is FedEx perceived in the stock market as a better value than UPS? Advertising - </p><p></p><p>If you don't spend the money advertising, your competition will take over your market share and you won't have to worry about how to better spend your money. </p><p></p><p>Look at how the media portrayed BO and McCain - You don't think that exposure made a difference? </p><p></p><p>UPS needs to do more and better advertising. Take a page out of the FedEx book - Liven up the commercials - sponsor big events - spend some money on Superbowl commercials that are catchy and comical and will be played over and over by other media sources. How about Golf Sponsorship - Stadium Sponsorship - And some of this should be spent overseas. </p><p></p><p>It takes vision to have a successful company - You are lucky to be part of a company that understands how to run a business and what it takes to stay the course and ride out the storms. </p><p></p><p>When this recession is over - UPS is positioning itself to come back better and stronger than ever. It will be a the leading edge or crest as the country pulls out of this funk.</p></blockquote><p></p>
[QUOTE="UPS Lifer, post: 474214, member: 9789"] I am not sure that everyone understands the human psyche when it comes to advertising. People look right past the UPS vehicles on the road anymore. 30 years ago it may have made a difference. Not anymore - the brown vehicles are part of the landscape. It is a neutral perception. Every time you see a US Postal employee or vehicle what type of image do you get? For me it is on the negative side of the spectrum. This is the impact of media attention from employees going "postal" to comedic responses to such. In todays' market - people equate the advertising to a successful company. If they do not see the company in advertisements they perceive that the company is not doing well. You need to continue to sell the image all the time - sell! sell! sell! Why is America so fat? there are so many food commercials on TV you get hungry just looking at them. You get up to get something to eat! Why is FedEx perceived in the stock market as a better value than UPS? Advertising - If you don't spend the money advertising, your competition will take over your market share and you won't have to worry about how to better spend your money. Look at how the media portrayed BO and McCain - You don't think that exposure made a difference? UPS needs to do more and better advertising. Take a page out of the FedEx book - Liven up the commercials - sponsor big events - spend some money on Superbowl commercials that are catchy and comical and will be played over and over by other media sources. How about Golf Sponsorship - Stadium Sponsorship - And some of this should be spent overseas. It takes vision to have a successful company - You are lucky to be part of a company that understands how to run a business and what it takes to stay the course and ride out the storms. When this recession is over - UPS is positioning itself to come back better and stronger than ever. It will be a the leading edge or crest as the country pulls out of this funk. [/QUOTE]
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