As we continue to evolve into a full-spectrum MSP, knowledge truly becomes
the master-key. More and more, I find myself in the daily position of making
decisions for my clients. Gone are the days of simply providing printing
quotes to customers. Now, you advise and educate them on the varied creative
marketing techniques that should be utilized to best assist them in the
full development of their campaigns.
It's amazing to be selling SERVICES to clients versus just selling a
product. The meeting template has changed, as well. Instead of talking about
paper stocks and sizes, we're now discussing email, PURLs, texting, TV, and
radio. We're building entire campaigns from start to finish, and what's
exciting is that we handle 90 percent of the work, from concept to
fulfillment. Yes, times are changing, but what a great change for printers.
Showing posts with label Metrics. Show all posts
Showing posts with label Metrics. Show all posts
Friday, June 26, 2009
Thursday, June 4, 2009
The First Meeting
Becoming a new Marketing Service Provider (MSP) has necessitated that I jump head first into learning new terminologies and programs. This proves to be a somewhat daunting task unless one already has some solid understanding of demographics and metrics. I think it would be extremely difficult for a person who doesn't have a strong marketing background to fully grasp the whole concept of an MSP. You have to be able to speak to a potential client and really sell the idea of measuring everything they promote. For years, many companies have followed the methodology of, "It's the way we have always done it." What's amusing, and tragic, is that most
companies don't even know if their programs work. Recently, I had a meeting with a client for the first time since becoming an MSP. For many years, this customer has routinely sent out a brochure with a major newspaper in the area. This 12-page brochure is dropped along with the newspaper to over a 120k households twice a year. When I asked why they did this
program, I was not surprised to hear that this was how it was done before she started working there (three years prior). There was no evidence of the benefits of the program, only the strict adherence to the habit of just repeating it.
I have learned these key facts when working with clients or potential clients: They way you present yourself has been completely modified. Coming from the commercial printer (CP) mindset, you must free yourself from looking to print whatever piece currently printed just
because that's the way it's always been done. The same goes for advertising agencies; if a client wants to do a project, first figure WHY they want to do this project. At first, this concept may seem scary, but, if asked, "Can you print 120 thousand brochures or do a radio campaign?" your first response should be, "Yes, but what is your overall objective?" If you simply answer yes and leave it at that, you become like every other CP or agency in the area. Companies are looking to streamline processes, so why not deliver it all in one package! Figure out a customer's overall goal and then show them a way to accomplish that goal with a diversified program. Show them how the program can be tested and how it can provide metrics to all the powers-that-be to help them justify the cost associated with the program. Ask the question, "Why do you want to do this mailing? Or, "Why do you want to do this TV commercial?" Armed with this information helps you help the customer achieve their objective and beyond!
companies don't even know if their programs work. Recently, I had a meeting with a client for the first time since becoming an MSP. For many years, this customer has routinely sent out a brochure with a major newspaper in the area. This 12-page brochure is dropped along with the newspaper to over a 120k households twice a year. When I asked why they did this
program, I was not surprised to hear that this was how it was done before she started working there (three years prior). There was no evidence of the benefits of the program, only the strict adherence to the habit of just repeating it.
I have learned these key facts when working with clients or potential clients: They way you present yourself has been completely modified. Coming from the commercial printer (CP) mindset, you must free yourself from looking to print whatever piece currently printed just
because that's the way it's always been done. The same goes for advertising agencies; if a client wants to do a project, first figure WHY they want to do this project. At first, this concept may seem scary, but, if asked, "Can you print 120 thousand brochures or do a radio campaign?" your first response should be, "Yes, but what is your overall objective?" If you simply answer yes and leave it at that, you become like every other CP or agency in the area. Companies are looking to streamline processes, so why not deliver it all in one package! Figure out a customer's overall goal and then show them a way to accomplish that goal with a diversified program. Show them how the program can be tested and how it can provide metrics to all the powers-that-be to help them justify the cost associated with the program. Ask the question, "Why do you want to do this mailing? Or, "Why do you want to do this TV commercial?" Armed with this information helps you help the customer achieve their objective and beyond!
The Journey into the World of Marketing Service Providers Begins
You often hear that we are in a constant state of change, forever evolving into something greater than ourselves. This is true in our personal and professional lives. My journey begins, as I take the next step with my company and my career.
It's curious to me how past experiences in life help prepare one for that step. In St. Louis many years ago, I worked as a data specialist for a pharmacy franchise. My job was to crunch data and help our franchisees with their local marketing. Most days I found myself staring at computer screens knowing I had the very livelihood of these franchisees in my hands. I worked with their individual customer data, looking for uniqueness and shared qualities, trying to establish buying habits and trends. We looked at income levels and ethnicities, attempting to discern as much as we could about the people shopping at our pharmacies. Every day we searched through demographic programs and spreadsheets until we identified our true target market. This was the exact personality and lifestyle traits of the people who shopped in out stores. We developed complete marketing campaigns around these known demographics and completely changed the way marketing was accomplished at our company. The work was fun and fascinating, however extremely limited. There was no Variable Data Printing (VDP), no Personal URLs (Purls), no unique landing pages with information capture. Here we had all this information collected and were limited by only the traditional models to implement it. We did utilize blanket direct mail, radio commercials, and even TV commercials but had little idea how well any of those methods worked. It's the same old cliché, "If I only knew then what I know now. . . ."
As I'm able to look back now, I realize that this was my first step in becoming a Marketing Service Provider (MSP). What is a MSP? It's a company that sets itself apart by focusing on ROI (return on investment) versus just a campaign or just producing a job; a company that can see beyond the bottom-line and focus more on the ultimate goal; a company that can help a client define its target market and current demographics and then implement a program to target them and complete the overall objectives, such as increased revenues, same-store sales, or meeting an over-goal of selling "X" amount of product; to be able to see beyond an ad agency and have more flexibility than a Commercial Printer (CP); utilizing capabilities that allow you to actually test and prove what is working or not; to be able to justify the spending on a campaign with metrics to prove results. Think about the power of being able to tangibly realize that your great marketing idea was effective (and to what degree!) and with the ability prove it! That's a MSP; and that's powerful.
Now I have the unique opportunity to take this learned knowledge and apply it. My desire is to share my continuing journey and perspective as my company makes the transition from CP to MSP. I will talk about what we discover along the way. Hopefully you will find this information insightful and helpful.
It's curious to me how past experiences in life help prepare one for that step. In St. Louis many years ago, I worked as a data specialist for a pharmacy franchise. My job was to crunch data and help our franchisees with their local marketing. Most days I found myself staring at computer screens knowing I had the very livelihood of these franchisees in my hands. I worked with their individual customer data, looking for uniqueness and shared qualities, trying to establish buying habits and trends. We looked at income levels and ethnicities, attempting to discern as much as we could about the people shopping at our pharmacies. Every day we searched through demographic programs and spreadsheets until we identified our true target market. This was the exact personality and lifestyle traits of the people who shopped in out stores. We developed complete marketing campaigns around these known demographics and completely changed the way marketing was accomplished at our company. The work was fun and fascinating, however extremely limited. There was no Variable Data Printing (VDP), no Personal URLs (Purls), no unique landing pages with information capture. Here we had all this information collected and were limited by only the traditional models to implement it. We did utilize blanket direct mail, radio commercials, and even TV commercials but had little idea how well any of those methods worked. It's the same old cliché, "If I only knew then what I know now. . . ."
As I'm able to look back now, I realize that this was my first step in becoming a Marketing Service Provider (MSP). What is a MSP? It's a company that sets itself apart by focusing on ROI (return on investment) versus just a campaign or just producing a job; a company that can see beyond the bottom-line and focus more on the ultimate goal; a company that can help a client define its target market and current demographics and then implement a program to target them and complete the overall objectives, such as increased revenues, same-store sales, or meeting an over-goal of selling "X" amount of product; to be able to see beyond an ad agency and have more flexibility than a Commercial Printer (CP); utilizing capabilities that allow you to actually test and prove what is working or not; to be able to justify the spending on a campaign with metrics to prove results. Think about the power of being able to tangibly realize that your great marketing idea was effective (and to what degree!) and with the ability prove it! That's a MSP; and that's powerful.
Now I have the unique opportunity to take this learned knowledge and apply it. My desire is to share my continuing journey and perspective as my company makes the transition from CP to MSP. I will talk about what we discover along the way. Hopefully you will find this information insightful and helpful.
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