It was just a big brown truck, the kind you and I have both seen a million times. But something on the UPS truck caught my eye yesterday. It was the tagline.
You know what UPS does, right? They deliver packages. At least that’s what I thought. But the truck didn’t say that. UPS doesn’t deliver packages. They synchronize your commerce.
A search on the Internet turned up this: Dedicated to enhancing your business performance, UPS Supply Chain Solutions is your single-source provider for supply chain design and planning, logistics and distribution, transportation and freight services, and international trade management.
Anyone can deliver boxes. Jose and his pickup do that. But how many people synchronize your commerce – so order taking, customer service fulfillment and all the other logistics of the process work seamlessly to help you grow your business?
UPS moved themselves from a commodity service – delivering packages – to becoming a value-added business partner.
So what is the marketing lesson for you?
Think about what you do for your customers – what you really do. And then study how you position and market what you do. Are you offering to deliver your customer's packages – or synchronize their commerce?
The most important thing in marketing is not what you do. The most important thing in marketing is what your customers perceive you can do for them.