So You Wanna be a Marketing Services Provider? Do It Already!

It was just the Memorial Day weekend and besides being a time to honor those who have bravely served our country, let’s face it, it’s the unofficial start of summer and the official start of grilling season. The Weber has been cleaned up; a few bags of charcoal rest inside the garage next to a container of lighter fluid, a box of Diamond large kitchen matches, and some newspapers. Bring on the BBQ!

Whether you are a gatherer or a hunter, most likely you went to the grocery store for three-day weekend supplies. You may have needed to make more than one stop if you were looking for a specialty item, or alcohol—if your store doesn’t sell it. But in general, 90 percentof what you needed you found under one roof. Convenient right?

Now imagine this simple shopping experience in a world without supermarkets. Bread at one store, meat another. Where do you get ketchup and mustard? Who has the paper plates that don’t droop? Oh no, the pickle guy closed early and isn’t back until Tuesday! Why can’t I buy everything I need in one place!

That scenario could be categorized as very American, and that is not lost on me. However, my recent trip to the grocery store was the catalyst for this post and I hope you will play along as we move to the analogy.

Printers should be supermarkets! One stop shopping for as many items and services that can be put on your proverbial shelves to make buyers’ lives more convenient.

And here is the thing…just because you OFFER the service, doesn’t mean you have to PROVIDE the service.

Supermarkets have suppliers; you might even see them in the store stocking the shelves from time to time or taking inventory. Stores chose those suppliers based upon many factors, but certainly customer demand is high on that list.

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  • Katherine Smith

    thanks Deb – it is great to get endorsement for what I am trying to achieve . with Printers have the opportunity to be the one stop shop for corporate marketing departments and small business alike. They seem to be more frightened of stepping out of their traditional role than going broke !! go figure …

  • Steven Robinson

    Fine in principle but remember the old saying ‘Jack of all trades, master of none’
    People try to do so much that the y have no commercial or technical understanding of, which means if you have a job go wrong it is your resposibility to put it right.

  • Tom Herold

    Very well said Deb; After 15 years in the marketing/printing industry, I am teaching at a nationally known trade school that was once focused strictly on pre-press and offset. Today pre-press is pre-media, and we are placing grads in Flexo and Digital workflows, as well as in packaging, graphic design, digital asset, and brand management positions. Ink is still hitting the substrate, but there is so much more to do.

  • Simha, Deepak

    Hi Deb,
    I have done this all under one roof kind of marketing maybe about 15 years ago in India. I was a single man Advertising & Printing Agency. I would meet potential clients and sell them a concept and offer my help in producing it.
    It was simple really – I would take the creative brief and give it to one of my designers (freelancer of course) get a price from him and then get the client to approve the cost (including a margin for me) and provide some design options. On approval of creative I would provide a print estimate( again a margin included for me) for approval and then go ahead print and deliver. This was working like clockwork with minimal expenses and ample of profits, till I decided to work abroad on a regular salary. However, after being laid off due to the recession I returned to India and met my old clients but, they had smight be able to recommend me to some organisation who needs a guy who thinks on his feet.omeone on their panel already and the competition was very high.
    Maybe you