David Gaber, Senior Product Marketing Manager, Epson
How Keeping Marketing Materials Fresh Drives Business
- Marketing fulfillment can only be effective when marketing materials are continually kept fresh and up to date.
- Businesses can increase customer loyalty and win new customers by frequently updating their marketing materials.
“We have an internal rule in my department: If it’s a month old, frankly, we need to take a hard look at it.”
For David Gaber, version control is critical to marketing fulfillment. “If you’re going to spend the money and the time to produce something at volume, make sure it’s not something that you’ve been dragging around for three months,” he says. “We have an internal rule in my department: If it’s a month old, frankly, we need to take a hard look at it.” Chances are, something has changed during that time. If the company’s product offerings haven’t been updated, other important factors such as the messaging and positioning may well have changed.
This is an excerpt from 8 Experts on Marketing Fulfillment. The eBook was generously sponsored by Iron Mountain.
