So it’s time to roll out that new marketing campaign – the one you’ve spent months and months working on. You’ve got all the steps laid out. The creative is great. This promotion is bound to be a winner, right?
Before you answer that question, here’s another one:
How good is your marketing fulfillment?
If you have to stop to think about that question, or you’re wondering why we asked, you’re not alone. Most marketers prefer to spend their time on the glamorous, up-front aspects of marketing. Fulfillment is pretty much an afterthought, if it’s thought about at all.But, in fact, your marketing production, inventory management and distribution capabilities are critical to your marketing success. Inefficiencies and missteps at the back end of your operation can severely undermine your marketing results and steal working capital from your budget – and you might not even realize how or where it’s happening.
Amware has released a new eBook titled Your Marketing Fulfillment Program Sucks: 7 Ways Poor Literature Management and Distribution Practices Undermine Your Marketing Results. In this guide, we cover these common, costly shortcomings in fulfillment programs:
- Stone-age ordering and inventory management. Slow, manual ordering processes undercut your efficiency, but an online marketing portal can put your marketing in the fast lane.
- Overspending on print. One of the biggest budget wasters in marketing today is often the result of choosing the wrong production process. We explain.
- Inventory bloat and obsolescence. If you listen carefully, you can almost hear your inventory expanding. We give you five tips to avoid inventory creep and, by extension, outdated literature.
- Impersonal, irrelevant materials. Blah, blah, blah. Yada, yada. That’s what customers hear when you send them generic materials. Turn them on by talking about them and what they want and need.
- Generic packaging. Say goodbye to the plain brown wrapper. If you have materials worth sending, create a custom kit to ensure that your presentation and packaging supports the quality of your message.
- Going rogue on compliance and branding. Are your sales people and affiliates creating their own messaging? There are ways to let them do that and still maintain compliance with your brand standards and regulatory requirements.
- Do-it-yourself overload. You’re a marketer, not Superman. Maybe it’s time to focus on your core responsibilities and let a qualified third-party expert handle your fulfillment program.
In an upcoming series of blogs, we’re going to take a deeper dive into each of these topics. But if you’re into instant gratification, use this link to download your free copy of Your Marketing Fulfillment Program Sucks now. It’s a quick read, but we promise it will leave you with a lot to think about.
Then, if you have questions about your current fulfillment program, or would like an independent assessment, get in touch with Amware today. We have more than 45 years of experience in this business, and we’ll be glad to share the insights we’ve gained through that tenure, to help you make your campaigns and operations more efficient and effective.