Top-notch marketers are skilled at developing creative, multi-faceted marketing campaigns. From savvy online components to well designed printed collateral to effective branded products, each of the pieces “fit” with the others to deliver a beautiful, consistent message to the target audience.
The catch, however, is that the marketing department is not designed to become a mini distribution center for all these terrific components. You need a place to warehouse your collateral, assemble it into “kits” and ship it (quickly) where it’s needed… when it’s needed! You need an experienced fulfillment partner.
Lots of Parts
The smart marketers at Express Employment Professionals know a thing or two about creating highly effective multiple touch campaigns (which explains why they are ranked #1 in Staffing Industry category and #66 overall in the Entrepreneur Franchise 500 for 2013!). With over $2.3 Billion in sales last year, it might seem odd that they would use Mr. Potato Head to help spur their growth, but he’s incredibly effective at creating opportunities for the Express sales team to meet with their hottest prospects.
At the direction of the Express marketing team, ROBYN Promotions sourced thousands of Mr. Potato Heads and had them shipped to our facilities in Oklahoma City, OK, where the assembly team went to work:
- Unpacking thousands of Mr. Potato Head toys
- Sorting all the parts
- Packaging each individual part with a printed card
- Assembling the parts into completed kits
- Packaging individual kits for shipment
The process of assembling custom kits like these (and doing it efficiently) is called “kitting”… and it is one of ROBYN’s core strengths.
Here’s how the campaign works. An Express salesperson takes Mr. P and a few of his essential parts for a visit to a prospect’s office. Of course, walking into an office with something as fun as Mr. Potato Head can make a person quite welcome. Then, in subsequent days, the salesperson delivers each of the additional pieces to complete the toy. The Mr. Potato Head kits are available for purchase by the 600+ Express franchises across North America via their online company store.
This is a brilliant strategy on multiple fronts. First, it gives the salesperson a reason to visit multiple times. Second, it is memorable (is there ANY way the recipients won’t remember this company?). Finally, it illustrates just how much forethought this team of professionals put into their campaign. If they are this good at marketing themselves, just imagine how sharp they must be in their core of expertise!
The ROBYN Advantage
Your job is to develop the message and find cool, creative ways to express it. ROBYN is your partner is getting the materials into the hands of those who need them. We provide:
- End-to-end supply chain management
- 20,000 square feet of climate-controlled warehousing and distribution space
- Product and kit assembly
- eCommerce solutions for ordering
- Inventory control with detailed reporting
- 24-hour turn-around on inventoried product
As a marketer, you have to be multi-faceted and quick to respond to market demands. Building an assembly, warehousing and distribution center in your office is not part of that.
Let’s talk about your Fulfillment Service needs today!