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.

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.

Most fulfillment companies have email capacity, which you can control yourself if required. Many, but not all, have in-house lettershop services to help in sending out items via snail mail. They also have customer service staff. Unlike many publishers, customer service operates with hours that start in the Atlantic time zone and finish when the sun goes down in the Pacific time zone. Like publishers, fulfillment companies have also had to adapt and who is to say you have to use one fulfillment company for everything? The way our world is interconnected provides opportunities that past audience and circulation developers used to dream of.

There are very few new ideas today. It may seem like there are, but they are all variations on what marketers have been doing for years with the added advantage of new technology. And, it was ever thus. Now of course “new technology” comes more quickly and faster than ever before. 

The way we use things may be continually changing, but in most cases there is still a requirement for fulfillment services to interface with all the things we do, and the savvy professional will not exclude the good folks who end up making our crazy dreams and ideas come true. Though many ideas are new to us, the way they are executed is not.
As the great lady herself might say “fulfillment companies—they’re a good thing!”



Audiences, Marketing and a No-Holds Barred Peer-to-Peer Conversations With Your Fellow Pros
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The marketing department is at the crossroads of the most dramatic changes occurring in media: Digital marketing, content marketing, lead-generation,…