Inside Marketing

Providers vs. Partners

This is part of my continuing rant about the term "Marketing Service Providers."  I'm actually ranting about the term "provider" including it's use in "Print Service Provider."  Really, we think anyone gives us more credibility for being a PSP versus a Printer?  If you ask any of your traditional customers what they consider you, I'd bet dollars to donuts it's not a PSP.

OK, so you're ready to stop being a printer, what do you become?  Please reconsider the MSP moniker. First, if you are going to use it, perhaps evolve to a "Media" service provider. There are a few printers who have successfully rebranded themselves as a Media Service Company.  Notice, they don't use the  word "Provider." I believe the word "provider" clearly puts you in a supplier box as far as a customer is concerned. I'll argue what a customer really wants is an expert; a partner in helping them be smarter, do things better, help them fly in achieving their own business aims. A provider is someone who does something for you, rather than someone who works with you.

I think some person thought "Provider" might be a good term since most of us have a "health services provider."  However, that's what the insurance companies call them. I call them doctors.  I also don't think I'm generally getting great service from most of them. It's not a great model to follow.

Finally, if you are looking to evolve into anything, consider the word "communications." Printing is a communications medium. We help people get key messages across to defined target audiences. Traditionally our channel has been print on paper, and print on non-paper.  Moving forward, we still fervently believe it's a viable and important medium.  However, our goal is help you communicate effectively in any way that makes sense for you, and I'm willing to bet donuts to dollars print is part of the sensible solution.

P.S. And this isn't to suggest you become a "Solutions Provider" either. For more on this topic, see my article "Identity Crisis"in the NAPL Business Review from August 2008.

~ Rhona Bronson

Marketing Service Providers

Up until now, I've been wary of printers calling themselves marketing service providers.  Just calling yourself something doesn't make it so.  But at one of the earliest breakout sessions at this year's NAPL Top Management Conference, I stood corrected. Two companies,  BOPI in Illinois and COT Media Group in the Bahamas have made the transition and serve as models for others to follow. 

Keys to the transition include but are not limited to:

Time.  It's not something that happens overnight. It takes a plan, strategy and commitment. But it doesn't take forever. It can be done in a year with foresight and dedication.

Teamwork.  Both organizations use a team approach that involves all many talents including IT, marketing and frequently the top guy in the organization as part of the sales team. 

Identity.  They've renamed their organizations and printing is not in the name.

Structure. The organization has to be fundamentally different.  Same old same old sales tactics won't work, and same old same old compensation structures have to change as well.

Help.  Both companies availed themselves of outside consulting services to help them pave the way and create change within their respective organizations.  They knew change would not just come from within. 

A complex issue is how to change customer's perceptions of the organization.  Change doesn't happen by accident. Just saying you're a marketing service department doesn't make it so. Both BOPI and COT are great examples of making it so.  

~ Rhona Bronson