My Cajun buddy recently installed a 400+ meg update to Adobe CS3 (including Reader).
After a particularly ugly update session which included enduring multiple reboots, he noticed a striking change to the File menu in his Adobe programs…
What he found was “Send to FedEx Kinko’s” on the File menu.
Someone out there in TV-land is paying attention to the first rule of marketing (or at least, one of them): “Make it easy to buy”
It’s hard not to wonder how much it cost Fedex/Kinko’s to get that line added to Adobe’s CS3 product line, but it isn’t hard to wonder if it’ll pay for itself. Maybe it already has.
As usual, there’s a lesson here. IBM had it plastered all over the walls about 100 years ago.
Think about who else your business can “sleep” with. Whose products and services are complimentary to yours? DON’T be afraid to include your competition on that list. No one does it all.
Do you think Adobe is interested in starting a print service? Probably not. On the other hand, do you think they’ll be happy to take a slice of the revenue generated by every print job sent from Adobe InDesign CS3 to Fedex Kinko’s?
Sure they will. So would I.
Just because you’re a small feed store, a coffee shop, a real estate office, or a software house doesn’t mean these opportunities aren’t there. Look a little harder. Get inside your client’s mind, or as Robert Collier said: “Enter the conversation already going on in your client’s mind.”