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.