Consider:To provide some context, Jane's story is below.. For the newspaper world, change Jim, the copier salesman, with Jim - the just hired out-of-college-smart-kid-who-wants-to-get-into- journalism - print/web newspaper ad salesperson.
What might happen if local newspaper ad sales people are brought into the mix with the proper incentives. Then there is the real possibility of offering true multi channel marketing campaigns to Jane and the millions like her.
One trusted contact point for a Newspaper Ad, a web ad on the newspapers site, print collateral and signage. The amount of time, hassle and risk management would be a simple solution to one of her hardest problems.
Simple solutions to hard problems create lots of new value.
A possible scenario and new value creation:
Jane, who started a catering firm, when she got laid off a couple of years ago, decides that she needs a brochure and a website. She could go online to do that at VistaPrint, but it's too much hassle. Meanwhile, Jim, a copier sales person who has been calling every once in a while said that he could show her some easy ways to get that done.
In the ensuing conversations, she decides to buy a box to do them herself. She calls her friend Alice, who used to work at the Lehman's communication department, to design it for her.
Two months later, Jane will be catering a large event. JIM, who has been staying in touch to make sure everything is working well with the box sale, suggests that she produce tent cards to put at each setting. It's a great idea, but she doesn't have the time and Alice's business is really starting to take off, so she doesn't want to impose on her again.
The sales person says either A or B
A. "Let me take care of that for you."
B. "Let me connect you with someone I trust that can take care of that for you."