UPS Helps Small Businesses Tell Their Stories in Latest Campaign

Charming Ads Home in on Startups' Marketing Problems

By Kate Maddox. Published on Aug 17, 2016

Editor's Pick

The UPS Store is rolling out new TV ads this week aimed at small business owners, which show what can happen if businesses do not do a good job marketing to customers.

The ads, created by Ogilvy and Mather, are an extension of The UPS Store's "What's Your Story?" campaign, which launched in March.

"The pain point of how small business owners market themselves properly or go out and tell their story kept coming up in our research," said Karen Kelly, director of marketing and advertising for The UPS Store. "With the new ads, we are trying to elevate that pain point and tell the story of how to solve for that problem by using The UPS Store."

In one spot, called "Not So Grand Opening," small businesses including a bakery, barber shop and online design store have grand openings, but no customers come.

In another ad, called "Marketing is Hard," small businesses are met with challenges because they don't have the right marketing programs and materials. A sign-spinner knocks over a pedestrian, a plumber doesn't have any business cards so he writes his phone number on a customer's hand, and a phone customer doesn't believe the business owner when she gives out her P.O. box as a business address.

In a third spot, called "That Place," a retail location keeps changing businesses -- from a pizza parlor to a nail salon to a day care -- because the business owners didn't know how to market properly.

"We did the spots with genuine humor that people can really relate to, so they are very engaging," Ms. Kelly said.

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Aug 17, 2016
Ogilvy & Mather New York

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