The World Needs More Glennas
"Will you be able to swing by and pick them up this week?" Glenna inquired.
"Um ... no ... I have no plans to return to Ottawa anytime soon." I responded, "Any chance you could Fed Ex them to me in San Francisco?"
Glenna pondered that question for a few seconds, and hesitated, only fleetingly, before asking how that might work.
I explained that if she could give me her email address, I'd be happy to email her all the delivery details including my Fed Ex number, and that all she'd need to do would be package them up, fill out the form, and drop the box in a Fed Ex box. She agreed and gave me her email address.
It turns out that sending an international shipment of a pair of glasses is NOT that easy!
Glenna contacted Fed Ex, and they sent her a form to fill out, including something called the "Drop Ball" test. It seems Fed Ex needs to have proof of impact resistance, "within the meaning of 21 cfr 801.410"—whatever that means. However, it didn't seem to deter Glenna!
She dutifully completed the forms, completed the Drop Ball test, and emailed me the tracking information.
Today, a Fed Ex box arrived from Glenna. Inside was a Fed Ex envelope (smart girl—she used it as "bubble wrap" to protect my glasses). But she went one step further. Inside the envelope was another box (turns out it was a Kleenex box), wrapped with a ton of paper and taped up tightly. And inside the Kleenex box was my (very expensive) pair of glasses.
Glenna had done everything she could think of to protect them and make sure they arrived without a scratch.
How does this all relate to marketing?
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.