Simple Steps to Becoming a Marketing Service Provider
We all know that, in order to transition to the marketing services provider model, printers need to learn today’s marketing applications like 1:1 printing, personalized URLs, and multi-channel marketing. But expertise doesn’t fall out of trees. How do you get up to speed?
First, it’s important to remember than any campaign is made up of multiple elements, including (but not limited to):
- Business objective
- List (where did they get it, how targeted was it)
- Additional targeting (segmentation, personalization)
- Marketing offer(s)
- Creative (graphics and copy)
- Programming (if necessary)
- Production
- Integration with other marketing channels (email, the Web, television, radio, billboards)
- Results tracking
In our industry, we are continually inundated with case studies, customer testimonials, Webinars, and seminars that tout the latest successes. Use each example as an opportunity to do a quick mental rundown on this list. See how each element was handled, how effective it was, and how the details of the implementation likely impacted the results of the campaign.
