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BtoB's Best Marketers: Steve Pacheco, FedEx Corp.

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Steve Pacheco, who has led advertising at FedEx Corp. for16 years, will take on the additional responsibilities of sports and sponsorships at the beginning of next year, following the departure of longtime CMO Laurie Tucker in January. “I've always had the media side, but now we are organizing a little differently,” Pacheco said, pointing to the new model of paid/owned/earned media that has evolved as a result of social media and budget pressures. “We can't manufacture new funds, so we have to become more disciplined marketers,” he said. “It's been tough; relatively low-cost programs have a lot of appeal.” FedEx still uses the full gamut of media, including TV, radio, print, online and out-of-home in its advertising efforts. “You can bash TV all you want, but it's still a great mass-media vehicle,” Pacheco said. “FedEx is a brand that is heavily invested in sports, so it's still a good way to go.” This year, FedEx continued TV spots in support of its FedEx Cup sponsorship of the PGA Tour, featuring its golf club shipping service as part of its ongoing “Solutions that Matter” campaign, created by BBDO New York. It is also rolling out new spots this fall in support of its NFL sponsorship, and it continued its NASCAR sponsorship this year. “We've really cranked up our social efforts this year,” Pacheco said, pointing to increased efforts on Facebook, Twitter and YouTube. FedEx now has almost 800,000 Facebook fans, 150,000 Twitter followers and about 6,000 subscribers to its YouTube channel. “We have done a lot of work on content strategies for our YouTube channel to make sure it's a good customer experience,” Pacheco said. “We did an audit to provide better navigation and make sure you can find what you're looking for within four clicks of landing on the page.”
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