Thursday, August 9, 2007

How to Choose a Solution Provider

If you search the phrase "marketing solution" on Google you'll be smacked with 167M sites that includes everything from email, SEO, direct mail, and ministry marketing solutions. You'll be attracted to the pages because "marketing solution" will be all over the content and in page titles, but you'll never actually find an explanation of what a "marketing solution" is. That is why it's important to ask yourself if you're looking at a true solution--or a service.

PODI defines a solution as, "A repeatable combination of core products, services and unique knowledge that improves the economic performance and delivers ongoing value." In other words, solution providers are long-term partners who understand the needs of your business.

A true marketing solution must achieve at least one of three things: 1) fulfill unmet marketing needs; 2) provide a unique technology you can't find elsewhere; 3) offer services that would be unaffordable elsewhere. When looking for a solution provider, it's important to make sure the company understands the needs of your company and helps you acquire, retain, and grow customers.

Another important question to ask when researching companies is whether or not the solution can be replicated, or if individual services can be purchased when needed. One example of a complete marketing solution is Variable Thinking’s Integrated Marketing Solution. All of the services are offered individually, but are most effective when used as a "solution" that includes: database marketing, personalized direct mail and email, personalized landing pages (PURLs), digital printing, direct mail fulfillment, real-time sales leads, and response tracking.

Another question to ask is if the "solution" is outsourced or provided under one roof. Variable Thinking is the only company that can provide the entire marketing solution under one roof, meaning you’re only communicating with one business partner.

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