The double-edged sword of contract fulfillment has perplexed CEOs for years. On one hand, outsourcing assembly services frees up the organization to concentrate financial and human resources on generating leads and exploring new marketing channels. On the other, businesses expected to surrender a certain level of control over fulfillment and presentation when relying on a third party.
However, the next-generation assembly service seems to be getting it right. Enhanced communication between businesses and vendors via Web-based technology apps has balanced the control factor, opening new branding opportunities. While the goal has always been to convey a consistent, uniform message to customers, only recently has that mission been realized--to the delight of companies who have outgrown their production capabilities.
Branding 411: High-impact Techniques to Gain a Following
Xerox. Coca-Cola. Subway. All are giants in their respective industries and masters of high-impact branding. While its unlikely that small to mid-sized businesses can establish the same level of public awareness as these institutions, new social networking technologies enable many to grab their own piece of the PR pie. A white paper published by Virtual Advisor outlines several effective brand-building practices that should be at the core of intelligent strategy:
- Relevance to Consumer Lifestyle. Demonstrating that the product or service being offered is an essential part of the customers daily activities
- Assurance of Quality. Understanding the significance of perceived value in the customers decision to buy
- Emphasis of Features. Presenting products and services as feature-filled to separate them from competition in the market
- Emotional Appeal. Creating advertising messaging that pushes through logical reasoning and resonates in desire
Point of Convergence: Contract Assembly Trends for 2009 and Beyond
Because the order fulfillment industry is in a constant state of flux, those businesses that keep an eye on the horizon stand to make the biggest gains. According to Curt Barry, president of multichannel operations and fulfillment consulting firm F. Curtis Barry and Company, major trends in assembly service expected to dominate the industry in 2009 include:
- Multichannel Fulfillment. Products are offered in several different formats--for example, a hardbound book that is also delivered via digital download
- Web-Based Inventory Management. Keeps the business and assembly service in sync with respect to product availability
- Supply Chain Strategy. Streamlines the affiliate registration process and expands national and global profit potential
- Service Level Metrics. Progress is in the numbers--examining data with respect to offer testing, delivery times and abandonment rates ensures continual improvement
The main idea to keep in mind is that branding opportunities exist at every stage of the consumer exchange: from initial contact to final fulfillment. With that in mind, establishing clear, consistent messaging throughout the cycle is critical in building customer loyalty and maintaining a competitive edge.
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