Fed Ex Office vs. UPS: Who’ll win the “Print Here” War?

First, thanks to all of you who commented on my exploration of the insurance coverage battle. I noted that the so-called “cut-rate” car insurance carriers like Geiko and Progressive had forced traditional insurance companies like Allstate, Farmers and American Family to discover new approaches to getting customers.

In looking at the marketing and media action steps, I concluded Allstate, with its personification of  “mayhem happens,” best hit the mark. Check out Allstate: "Lawn Mayhem." In 2012, new commercials following the same theme have hit the TV market.

Leaving that market segment alone for now, there’s a new battle brewing. Are you ready for the “printing services” battle between co-behemoths the UPS Store (a division of UPS) and Federal Express Office (a division of Fed Ex)? 

If you haven’t noticed, the economic downturn since 2008, combined with costs associated with having in-house communications and printing, have led corporate America to turn to specialists like the UPS Store (franchise stores) and Federal Express Office (corporate centers) for printing, copying and signage services.

From the UPS Store

From Fed Ex Office

So now the game is on, literally. Since the start of the 2012 NCAA basketball tournament, the UPS store has been touting its familiar  “We are logistics” theme (more comment on that, later), and combining this umbrella thrust with a targeted, product appeal centered around 25-cent color copies.

Clearly, the impetus here is to capture more of the growing outsourced printing market. 

The UPS Store in 2011 ran commercials during the NCAA basketball tournament offering discounted printing and copying. No doubt counting on the high viewership (especially males) during this period, The UPS Store is again pushing the “use us” concept and providing an incentive to do that. For review, check out UPS: "Logistics", and UPS: "How Do I Do That?".

Last fall and winter, FedEx Office set the scene for a positioning battle via a series of national TV commercials, too. FedEx Office plays off its reputation as an efficient shipper in one TV spot and adds awareness of its expanding number of services to businesses in FedEx Office: "Witness Protection." Also check out FedEx Office: "All Nighter" and FedEx Office: "Half Pipe". The emphasis is that Fed Ex delivers solutions in every service sector in which it is involved.

Fed Ex took over the Kinkos locations in 2004 and re-branded its Fed Ex Kinkos locations as Fed Ex Office centers in 2008, and since then has made progress in its move for increased market share. Check out 2007's FedEx Kinkos: "Office Meeting.". That's a good spot. But for a lot of reasons beyond creative execution, the the public has not yet fully connected "FedEx Office" as the top-of-mind successor to the entrenched "Kinkos" brand, even though the overall Fed Ex brand is as strong as they come. 

My advertising and marketing intuition, backed by 25 years of experience in advertising agency and corporate communications, tells me the Fed Ex Office approach of depicting its 1,800 centers as places to get “business solutions” is reaching the right “need it now” mind set of today’s business customers. The commercials convey a serious message, but deliver the right mix of whimsy at the same time – much the same as the Allstate insurance commercials did.

Now, back to my earlier comment about the UPS Store approach. I continue to be puzzled by The UPS Store’s leaning toward its broad theme of “We are Logistics.” Logistics? I can’t imagine a higher yawn factor for business execs who are so focused on cutting costs and finding more faster and more efficient delivery of services these days.

In Kansas City, FedEx Office went public
with its 29 cent color copies promotion
March 19.

Sure, one can extrapolate that better logistics translates into more effective delivery and a better understanding of today’s business needs, but why tout a “feature,” when you can illustrate it faster and clearer with direct examples of speed and competency? That, I believe, it the degree of difference between the UPS Store approach (logistics) and the FedEx Office execution (business solutions.)

Rumor also has it that FedEx Office is upping the ante in this entire conversation by testing out an awareness campaign with steep discounts for walk-in copying and signage and banner products. FedEx Office will be promoting 29-cent color copies in several regions, staring in late March. So check out your local FedEx Office center over the next few weeks – you just may find some of the best “business solutions” deals of the year.

Opinions aside, the marketplace will judge the marketing executions of FedEx Office and The UPS Store.

For you, which one wins the war?