FedEx Office will provide free resume printing services March 10, 2009. According to an article from the A.P wire services:
FedEx Corp. President Brian Philips says the Dallas-based subsidiary of Memphis-based FedEx, formerly known as FedEx Kinko’s, wants to help people struggling in a failing economy.
More than 1,600 locations nationwide will print up to 25 back and white copies of each customer’s resume free of charge. The orders must be placed and picked up in-store.
As a professional involved in the study of new media and Social Networking, I find this offer an interesting case study. Google “FedEx Free Resume Printing” and just look at how many listings have a link to this story. Right now the count is over 74,000 and growing.
Businesses are learning to use the internet to spread goodwill, and build trust with their customers. The FedEx offer is a perfect example of how this works. They see a need in the community, and create a promotion that not only helps in a time of need, but that also has the effect of creating customer loyalty. How many of these job seekers will eventually land a job that requires printing services? Do you think they will come back to FedEx/Kinko’s?
Miss Applesassy wagers they just might.
In related news, earlier today Miss Apps was perusing the discussion boards of Linked-In and came across an interesting thread on MLM marketing practices. Some commenter lumped all MLM’s into “schemes.” Others defended the ethics of various businessess using MLM as one aspect of an over all marketing plan. One commenter even mentioned Bill Clinton and Zig Zigler as promoters of MLM marketing models.
What it comes down to is ethics. A kitchen knife is a useful tool that can also be used to commit a crime. I see MLM and all forms of internet marketing in the same way. It is a tool that can be either used or abused.
The question comes down to the sellers intent.
- Do you care about your clients and your community?
- Do you offer them something that is of real use and real value?
- Are you working to balance profit making with community service?
- Does your long term reputation matter?
FedEx is doing it right. How about you?
