By Margie Dana
Extreme humidity in the air isn’t just the weather, you know; it’s partly due to the sweat pouring out of thousands of print production specialists being pressured to produce more with less.
More powerful print campaigns, more cutting-edge designs, more targeted pieces, more tangible ROI, more pizzazz than competitors’ materials, more pressure on printers to deliver faster – with less money in your marketing budget.
I wonder how new corporate print buyers and marketers are doing? If you ask me, there really aren’t many significant changes you should be implementing in your print sourcing practices during this recession.
Regardless of your budget or the state of the economy, I’d offer the same advice:
1. Select print partners carefully, as they offer different services at different prices. Find printers who have experience in the types of products you need. Ask them outright. Keep in mind, though, that most commercial printers can manufacture pretty much what you need. Their equipment (press sizes) dictates what products fit best. With experience and attention to equipment capabilities, you’ll start to appreciate how presses differ.
2. Get recommendations from other buyers/designers who produce similar types of products. Ask about pricing, service, problems, and if deadlines are met.
3. Have a clear idea about what you want before you go searching for a printer. The more details you can provide to a potential printer, the better the estimate you’ll get.
4. Printing is global. You don’t have to stay local unless you prefer to, and there’s nothing wrong with that.
5. It’s not fair to ask for a price (estimate) without giving printers a lot of detail. Job specifications (“specs”) determine the price. You wouldn’t ask a builder to quote you on “a house,” would you? Nor should you ask a printer for a quote on “a newsletter.”
6. Paper is the biggest cost factor in a print job. Choose your paper carefully.
7. Consider how you’ll distribute your printed material early on in the sourcing process. Most especially (and I speak from lots of experience), if you plan on mailing the pieces, you’ve got a lot to think about: schedules, post office regulations, designing for mailing, USPS rates/costs, mail lists, mail houses, fulfillment, and on and on. If you don’t have on-site mail expertise, work with a printer who does, or find yourself a mailing expert.
8. Don’t expect printing to be done overnight.
9. Determine what matters most to you. This will differ from job to job. Maybe it’s delivery date. Maybe it’s price. Maybe it’s print quality and a “wow” factor. Let your priorities guide you when selecting a printer – and share your priorities with that printer.
10. Don’t put all of your eggs in one basket. Most corporate/agency buyers work with five to seven printers.
11. Because there are thousands of printers, find one who can offer you more. I favor printers with creative ideas, lots of experience, someone who’s current with the technology, and definitely someone who understands what my business is all about. Be comfortable with your sales rep. He or she should be a terrific resource for you.
Here are a few footnotes for sourcing print in this recession:
1. Printing prices are at an all-time low. Competition is so fierce; they’re practically giving it away. Don’t expect them to. Printing is taking a beating from lots of places: other printers, e-commerce printing sites, offshore printers and newer digital media that are replacing print.
2. The printing industry is contracting. Many firms have shut their doors in the past 12 months and more will follow. That’s another reason not to put all of your work in one place, no matter how much you love your printer.
3. Consider going digital if you haven’t already. Digital printing is newer technology (relatively speaking) that offers customers short-run, fast-turnaround printing. By short run, I think of 5000 pieces and under. (It depends on a few factors, like format.) At any rate, if you are printing less, you can work with a printer who offers digital printing (as opposed to offset printing). Today, many printers offer both. You can personalize your jobs with some digital presses, too. The quality of digital improves constantly. Plus, you can get delivery in as little as a few days. Sweet!
4. Printing as an industry is evolving. Some printing firms are changing from being “just printers” to offering you broader services as well – like integrated marketing, e-mail marketing, database management and mailing/fulfillment.
5. Company names are changing. The word “printing” is disappearing in many cases as firms rebrand. Personally, I find it difficult, at times, to figure out what a company does. That can’t be a good thing.
6. Get involved with a print buying or print production organization. Learning what your peers are doing is a fantastic way to grow in your role and find answers to specific questions. Consider attending our annual print buyers conference this fall, where you can mingle with professionals from across the country.
7. Keep up with industry news about printing, paper, mailing and the advances of social media in corporate marketing departments. The most respected and successful print buyers don’t work in a vacuum; nor should you.
These are just some of my ideas for sourcing commercial printing wisely in this economy. I’m sure you have ideas to offer. Please weigh in on the Comments section.
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Copyright 2009 Margie Dana. All rights reserved. No portion of this article may be reproduced or stored by any means for any purpose without express written consent of the copyright holder.
This article is reprinted here with permission. It’s one of “Margie’s Print Tips,” a free weekly e-newsletter published since 1999 by Margie Dana. Subscribe at www.printbuyersinternational.com.
Just a few more thoughts to consider and as you know, there are many more.
One, your comment on printing global vs. local, make sure you consider the freight to your packer or mailer when choosing a supplier.
Two, if you haven’t got on In-Site or another on-line proofing system that will save you time and money (once set up). Make sure to pick your suppliers carefully
Three, make sure your printers are financially fit, have the proper insurance and good employee processes.
Margie,
I am certain some of your readers gained insight from your article, but experience has likely taught many of print buyers to dig deeper into their discovery and seek business partners that are forward thinking, innovative, and agile amidst the swirling noise of commodity printers looking for their next order. Print buying is changing in many ways – true, but like minded creative business people can rise above the din and change the bid-buy model of yesteryear and impact not only their own businesses, but also that of their customers. When organizations seek to create value drivers rather than “me too” cookie cutter solutions then things really start to happen. Recession Schmession!
Ted deLoach
Vice President
Crowson Stone
I wholly disagree with your comment “there really aren’t many significant changes you should be implementing in your print sourcing practices during this recession” Economic upheaval like this opens the door for innovators to create new ways of approaching the marketplace, while the old traditional models crumble as they are proven to be economically unsustainable (think RR Donnelley, Quebecor/Worldcolor, Cenveo, etc). It’s also forcing buyers to do more with less resources, time and money. What this represents is a disconnect from the buyer and these ideas. People like you, who profess industry expertise with good reason have the responsibility to your audience and clients to open their eyes to these new ideas and concepts, not tell them to sit on their hands and do what they’ve always done.
nice article- thanks!
Russ,
Of course you’re free to disagree; this is America. I stand by my opinion. If a professsional buyer is doing his or her job efficiently and cost effectively, and the buyer is on top of economic effects on print manufacturers (as well as paper and mailing issues), then their process for sourcing print has not changed over time.
They are doing more with less. They are stressed and have budget constraints. But this doesn’t change their approach.
Buyers/designers should always be open to innovative and proactive printers. I never said otherwise.
Most of the professional buyers I know (and there are hundreds) don’t sit on their hands and do nothing. They never have and certainly don’t today.
Scott,
You bring up some very good points. Freight is a serious consideration, and print customers have to figure it into their sourcing decisions.
I also second your suggestion of finding out if your printers are on sound financial footing. Easier said than done, since most are privately owned. What would you suggest?
Ted,
Thanks for your comment. I don’t disagree -maybe you think I’m speaking to nonprofessional buyers, those who buy occasionally, and who do think print is a commodity.
I’m not speaking to them; I speak to / write for the professional print buyer who is educated, informed, and skilled in print manufacturing. She or he knows that the next generation of printers are evolving into service providers that see way beyond just print.
So I think we’re on the same side of the table, as it were.
Thanks again.
md