So You Wanna be a Marketing Services Provider? Do It Already!
Some supermarkets also produce, package and market their own products and specialty items. Customers, for example, can pick up freshly baked bread, or choose an off-the-shelf item. Kind of like buying or converting envelopes—there is a choice.
So what do your customers need that you don’t supply, and what is the demand of services driven by the marketplace these days?
In the simplest terms, digital and mobile might be the highest need. But maybe customers need a brochure designed, or some help writing it. You might not have a designer on staff, but certainly you have designers as customers to work with who might even work with or know great copywriters.
Maybe clients need updated product shots, photos or video. Partnering with local photographers/videographers provides some great one-stop shopping that also may bring customers to you.
And if customers do need a website or mobile site, you don’t have to employ someone to do that when you can partner with a company that does—and still maintain the client relationship. I don’t call Lay’s when there are no potato chips on the shelf, I find the supermarket manager or a store employee and ask for help.
Printers have always partnered with fulfillment houses, mail houses, finishing businesses, etc. when they don’t offer those services in house. I have never been told, “Oh sorry, we can’t take that job because we don’t diecut on site.” I don’t understand why that same philosophy isn’t being applied to today’s marketing needs, and printers aren’t taking their cut.
I think “Marketing Service Provider” is a horrendous term and it already has too much negative energy associated with it from within our industry, especially from the traditional marketers/ad agencies out there. So start fresh, provide Communication Solutions.
- You need print? We got you!
- You need that print made into an eBook? No problem.
- You have a VDP direct marketing campaign requiring a mail drop, data management and pURLs created linking to a mobile site via QR? Coming right up.
- Six months from now you need the images and files to edit and run again, no worries, our digital assets management service has everything neatly organized and ready for you.
Printers will obviously need to find the best resources to partner with (like buyers do), but when you do, that is news. That is a reason to introduce your NEW services to past, present and prospective clients. It’s an opportunity to open up communication on new levels with buyers and corporate marketers and even provide education on how to create a great multichannel campaign through your service offerings. But more important, it’s an opportunity for your clients to consolidate their business. ONE P.O. to Rule Them All!