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September 20, 2005
An Open Letter to Michael L. Eskew, Chairman and CEO, UPS, Inc.:
I’m sure you’ve read about Jose Avila, the Arizona resident who built furniture from Federal Express boxes, and how FedEx lawyers are circling him like desert carrion. What a waste! FedEx has missed a tremendous marketing opportunity in ways I will not share since I get paid for that sort of thing.
But for you, I will share, because, in my time, I have used UPS boxes for things other than shipping. Hell, had I known I could build furniture out of your boxes, I would have had a furnished apartment back when, as a recent college graduate, I made $12,000 a year as a reporter at the International Falls Daily Journal.
Fast forward to today. How many other indigent graduates and students are hand-crafting furniture from your shipping boxes? Are you sending UPS lawyers after those people? No, of course not. They use your products (are you listening, FedEx?). So, how do you make this a thing? Find a graduate or student with a room festooned with UPS furniture. Next, build him a web site – very Spartan, something that looks like it was cobbled together in the wee hours. Take pictures. Draft instructions. Send around the Web and make available for all things digital (text messaging, podcasting, ringtones, email, etc.). Then, integrate some guerilla marketing efforts on the ground, add public relations and advertising (online/offline), throw in a contest and bingo! Instant promotion.
I’m available to talk anytime you’re ready, Mr. Eskew. What can we do for Brown?!
Yours truly,
Rich
Posted by Rich Sharp at September 20, 2005 12:28 PM