UPS's "Humble" Approach To Marketing

In a world of forceful, in-your-face brands, UPS is the exception, according to Rob Russell, the shipping company’s director of social, mobile, and digital communications. “We’re a very humble company in many ways,” Russell told attendees of OMMA Atlanta on Thursday. Perhaps too humble, however, Russell admitted that UPS could perhaps engage with consumers at a slightly higher decibel level. To that end, the company is experimenting with loyalty programs, and other services. Still, as far as engagement goes, Russell said UPS drivers do as good a job as any consumer outreach program. “They literally save lives,” he said, recalling instances of delivery driving tending to heart attack victims, and dogs that have fallen through ice-covered ponds.

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