During the NFL Draft late last month in New York, sales executives from FedEx Corp. brought a few of their core b-to-b clients to get a little closer to the action.rnAs part of FedEx's longtime partnership with the NFL, select business customers were able to go backstage at the draft and mingle with NFL executives and some of the top picks.rnThe meet-and-greet at the NFL Draft "is a way to target key customers, and we can measure uplift following the event for accounting tracking and anecdotal feedback from sales executives," said Nancy Altenburg, manager of sponsorship marketing for FedEx, whose "Air to Ground" commercials run throughout the NFL season. The spots direct viewers to a landing page on nfl.com, where they can vote on the NFL's 'Air" and "Ground" players of the week.rn"We have such a diverse number of accounts that we find the NFL a perfect partner for targeting customers because just about everybody is an NFL fan," Altenburg said.
展开▼
