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.

Can Your Corporate Site Track Responses?

A common worry among CMOs is their inability to track direct mail responses and provide measurable campaign responses.

Does it pain you to know that the 42% of direct mail respondents who prefer to respond online probably get lost in your help desk que. Has your webmaster or help desk ever sat in on a marketing or sales meeting? Do they know how to close the sale when a prospect responds online? Probably not.

The fact is corporate websites are incapable of tracking direct mail responses resulting in lost sales revenue and the inability to accurately measure marketing campaign responses. CMOs who once took job security for granted are now scrambling for solutions on how to track online responses and build relationships with web-savvy consumers.

What they’ve found are PURLs, (personal websites) which are microsites that communicate with customers in real-time. PURL technology is so sophisticated it can engage in spontaneous communication based on answers provided by the respondent.

Here is a quick overview on how PURL technology works.

---A unique PURL is created, in seconds, for each person on your mailing list, or customer database.

---The PURL is listed on the direct mail or email piece, along with the consumer’s username and password.

---The consumer visits their PURL and receives an incentive to answer a few questions

---Specific answers to these survey questions trigger different messages, images, and offers on the next page of the PURL.

---This valuable data, including updated contact information is automatically entered into a database.

---The company’s sales team is notified in real-time of the lead.

---The respondent receives an instant thank you email based on the answers given on the survey.

There are a few companies that provide PURL technology, but the only marketing firm that can provide everything under one roof (ideas; ad creation; personalized direct mail; PURL, email, event, and franchise marketing; custom banners; direct mail fulfillment; and campaign tracking) is Variable Thinking located in Tinley Park, IL, Phone (815) 806-1400; sales@variablethinking.com.