Magazine article Folio: the Magazine for Magazine Management

Have a Great Idea for a New Marketing Campaign? Loop Your Fulfillment Company In: Failure to Do So Could Cause Heartache at the Back End of the Plan

Magazine article Folio: the Magazine for Magazine Management

Have a Great Idea for a New Marketing Campaign? Loop Your Fulfillment Company In: Failure to Do So Could Cause Heartache at the Back End of the Plan

Article excerpt

We all come up with good ideas for marketing and promotion, but in all honesty good ideas can vary from being very good ideas indeed to not so good. Whenever you have ideas it is always good to run them by the one group of people that usually will be affected, yet often get ignored in the thought process--namely the fulfillment company.

LOOP IN YOUR SUPPLIER

The wise circulation professional or audience developer will always include the fulfillment company in initial planning because very often those are the people at the back end who have to make your ideas work. Involving them at the front end will save a great deal of heartache later on.

Not so long ago a publisher produced a print magazine on a regular frequency, and that was pretty much that. Now there are digital versions, websites, apps, feeds, white papers, Facebook, Pinterest, tweets, pings, pokes and also audio and video content, newsletters, and anything else that can be thought of to engage people.

Some publishers can engage their audience in person by running trade shows or seminars, as well as webinars. All of this takes thought and organization, but very often the people who are to process all the information and disseminate materials are not even asked if they can handle the requirements.

All too often it is just presumed the fulfillment company can handle whatever crazy ideas we have thought up, but truth be told, by including the fulfillment company from the outset, very often their questions and ideas will solve many a potential problem, and may well save you money in the short and long term. …

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