This document discusses optimizing a company's marketing supply chain. It suggests that many companies have outdated marketing materials taking up warehouse space and are overspending on marketing due to a broken supply chain. An optimized supply chain uses technologies like print-on-demand, virtual fulfillment of materials electronically instead of printing, and outsourcing the supply chain functions to a third party which can reduce costs and increase flexibility.

1. Optimal Use Of
Your Marketing
Dollars
Presented by Johnny Tarrant

2.  DOYOU HAVE A WAREHOUSE FULL OF OUT-
DATED MATERIALS?
 DOYOU FILL A DUMPSTER FULL OF OBSOLETE
MATERIALS EVERY YEAR?
 HAVEYOU LOST CONTROL OF YOUR
INVENTORY?
 DO
YOU HAVE OPTIMAL USE OF YOUR
MARKETING DOLLARS?

3. IF SO,THEN MAYBE IT IS TIME
TO LOOK AT
“MARKETING SUPPLY CHAIN
OPTIMIZATION”

4.  THE MARKETING
SUPPLY CHAIN IS
THE CHAIN OF
SUPPLIERS THAT AN
ORGANIZATON
RELIES UPON TO WHAT IS THE
PRODUCE “MARKETING SUPPLY
MARKETING CHAIN”?
MATERIALS (PRINT,
PROMOTIONAL
ITEMS, AND POINT-
OF-SALE) IN ORDER
TO MARKET THEIR
PRODUCTS AND
SERVICES.

5. WHAT TYPE OF COMPANIES OR ORGANIZTONS NEED A
MARKETING SUPPLY CHAIN?
ANY THAT PRODUCE AND DISTRIBUTE MARKETNG
MATERIALS AND HAVE MULTI DISTRIBUTION CHANNELS
SUCH AS:
 FIELD REPS  MEMBERS
 DISTRIBUTORS  CUSTOMERS
 DEALERS  OTHER KEY
 BRANCH OFFICERS AUDIENCES

6. THE BAD NEWS IS THAT IN
MANY INSTANCES
“THE MARKETING SUPPLY
CHAIN” IS BROKEN

7. IN A SURVEY BY THE CHIEF
MARKETING OFFICER COUNCIL:
• 78% REPORTED HAVING OLD MATERIALS,
COLLATERAL AND TRADE SHOW ITEMS IN STORAGE
OR FORGOTTEN
• 84% HAVE SENT OUTDATED MARKETING MATERIALS
BECAUSE OF SLOW OR INACCURATE INTERNAL
SUPPLY CHAINS
• 33% HAD NO FORM OF INVENTORY MANAGEMENT

8. THE RESULTS
ARE SIMPLE:
• OVERSPENDING
• MISSED OPPORTUNITIES
• DECREASED SERVICE LEVELS
• LOSS OF CONTROL

9. IT IS TIME TO GET BACK TO THE BASICS WITH
GETTING THE SUPPLY CHAIN UNDER
CONTROL!
THIS INVOLVES A TECHNOLOGY-ENABLED SUPPLY
CHAIN SOLUTION THAT SUPPORTS THE SUCCESSFUL
DELIVERY OF MARKETING INFORMATION
…..WHEN NEEDED
…..WHERE NEEDED
…..IN THE EXACT QUANTITIES NEEDED

10.  AN ELECTRONIC “STORE
FRONT” WITH AN
ON-DEMAND PRINTING
ENVIRONMENT
 WAREHOUSING
 FULFILLMENT SERVICES
(INCLUDING VIRTUAL
FULFILLMENT)
DELIVERING AN
 PRINT-ON-DEMAND
 VARIABLE DATA
OPTIMIZED SUPPLY
PRINTING CHAIN INCLUDES:
 INVENTORY CONTROL
 BUDGET CONTROL

11. IN THE MARKETING OFFICER COUNCIL
SURVEY REPORTED ABOVE, WHEN ASK
HOW THEY ARE TRANSFORMING THE
MARKETING SUPPLY CHAIN TO
REDUCE WASTE AND ELIMINATE
OUT-OF-DATE MATERIALS:
 22% SAID THEY ARE LOOKING AT PRINT-ON-
DEMAND SOLUTIONS
 22% ARE TRANSITIONING ALL MATERIALS TO
DIGITAL ONLINE CONTENT

12. WHAT IS AN
“ELECTRONIC
STORE FRONT
WITH AN
ON-DEMAND
ENVIRONMENT”?

15. WHAT IS VIRTUAL FULFILLMENT?
It is sending requested information
electronically instead of mailing or shipping
printed materials.

16. Benefits include:
 Faster delivery of information
 No printing costs
 No shipping costs
 No warehousing costs
 Ability to personalize the information
 It can save you money
 It is a “green” solution

17. EXAMPLES OF ITEMS THAT CAN BE
FULFILLED VIRTUALLY:
 Brochures
 Instruction Sheets
 Spec Sheets
 Applications
 Statements
 Reports
 Various Forms

18. THE KEY TO VIRTUAL
FULFILLMENT IS TO UTILIZE
THIS WHEN ONLY ONE OR
TWO COPIES ARE NEEDED!

19. IF YOU CURRENTLY MANAGE YOUR
MARKETING SUPPLY CHAIN IN-HOUSE, IT
MAY BE TIME TO CONSIDER UPGRADING
TO A MORE EFFICIENT, ROBUST AND
COST-EFFECTIVE INFRASTRUCTURE:
IT MAY BE TIME TO MAKE THE
OUTSOURCE TRANSITION!

20. FINDINGS FROM RESEARCH DONE BY GARTNER, INC.,
(A NATIONAL IT COMPANY)
• 61% OF THOSE SURVEYED USE AN OUTSIDE SERVICE FOR
THEIR SUPPLY CHAIN
• 45% IDENTIFIED COST REDUCTION AS A REASON FOR
OUTSOURCING
• 28% CITIED FLEXIBILITY AS A REASON TO OUTSOURCE
• 23% STATED THAT ACCESS TO TECHNICAL EXPERTISE WAS
WHY THEY OUTSOURCED
• 23% ALSO STATED THAT ADDITIONAL RESOURCES SUPPLIED
BY THE SERVICE PROVIDER WAS THE REASON THEY
OUTSOURCED THE MARKETING SUPPLY CHAIN

21. WHETHER YOUR COMPANY OR
ORGANIZATION HAS A SPECIFIC
PROBLEM THAT NEEDS SOLVING OR
SIMPLY A DESIRE TO GROW YOUR
BUSINESS……
OUTSOURCING MAY BENEFIT THE
MARKETING SUPPLY CHAIN AND
YOUR BOTTOM LINE.