Printing is a highly technical industry with a multitude of variables to consider from paper weight and finish to colour matching, ink type, and more. Add to that the fact that there are hundreds of shops to choose from in any geographic region, and you’ve got the potential for disaster. If you don’t know what you are looking for or what questions to ask, there are 101 things that can go wrong. Having worked on a variety of projects with Steve Kelsey and Chris Baker at Printhink Solutions, I asked them what are the top 3 things a customer can contribute to make their print job a success.
- Find a supplier who asks questions — The first thing you need is a company willing to partner with you to understand your needs. They should be asking as many questions as possible so they understand how you will use the materials they are preparing for you.
- Look for creative input — When I work with someone in a specialty field, I assume they know more than me about the details. I expect them to offer thoughtfully considered suggestions, rather than just take orders. It means they’re in the game, working to make your project a success.
- You get what you pay for — Get a couple of quotes for comparison purposes, at least until you have developed a strong, positive working relationship. Just remember when you compare, you may pay less for low attention to detail, cookie cutter items, but if it does not reflect your business well, it’s not worth the little money you paid. (See December 2008 Q&A for more on this topic.)
Your printed materials represent your company when you are not there to do so. Make sure they leave as good an impression as you would if you were face-to-face.
By liz gaige, December 1, 2008 · Filed under Marketing Collateral, Marketing Tips, Newsletter, Printing, Suppliers & Outsourcing
Q: I’m planning a direct mail campaign and cannot decide whether to print in colour or black and white. Colour looks better, but I can print and distribute more pieces if I go with black and white.
A: You’ve touched on a common dilemma, not just with direct mail pieces, but with signage, banners and print ads, as well.
With direct mail you have a couple of options: shrink your mailing list or geographic target area and limit reach, or opt for black and white and take extra care with the design to ensure an attractive outcome. A well-prepared black and white design can be dramatic, impactful and very effective.
To make black and white work, first hire a skilled designer. Remember, you only have one chance to make a first impression and it needs to be good. Your marketing must attract the reader’s attention — within a few short seconds and without the benefit of colour. Make it count.
Second, when printing in black and white, design in black and white. While it’s technically possible to design in colour and print without, the outcome is less than attractive and doesn’t do the medium justice. If done properly, the visual impact can be excellent.
Finally, consider alternatives to colour for attracting attention. A non-traditional size or paper weight can add a unique element to your piece. Your printer or graphic designer should be able to suggest something a little different to help make the piece stand out.
As always, you may have to start small but at least start smart.
By liz gaige, July 1, 2008 · Filed under Direct Mail, Newsletter, Printing, Q&A
We are all influenced by first impressions. Much of the data we use to make those split second, unconscious assessments is visual. Personal hygiene, body language and even eye contact all play a role in getting the thumbs up or thumbs down. When we are not physically present, our marketing makes the first impression for us. Professional quality printing goes a long way to making it a good one.
Things like heavier quality stock, varnish, and die cut detailing add extra polish when you want your finished product to be a cut above. Sounds expensive, right? Any print job can be structured to fit in a budget if you know the right questions to ask. Here are a few pointers to get you started:
- Print in a “gang run” – Many printers have a regular day when they print a particular type of job; for example, business cards are printed every Wednesday. Get in on the mass print job and it’ll cost you less.
- Print in bulk – It always costs less for the additional 500 sheets than the initial 500 because much of the cost is in the set up and testing of the press run. It’s pennies for the extras compared to doing a reprint, later.
- Multi-purpose your materials – Print full colour “shells” in bulk and add content in black, later. You get the benefit of bulk printing and the ability to create custom content. A few good examples are quarterly newsletters, monthly postcard mailers or business cards in a high turnover company. The colour template is standard, the rest can change.
- Print in standard sizes – For budget projects stick to standard sizes and instead get creative with your content and imagery. There are times when you want to stand out and a great way to do that is with a truly unique piece. The rest of the time, don’t make things more complicated than they need to be.
By liz gaige, January 1, 2008 · Filed under Marketing Collateral, Marketing Tips, Newsletter, Printing
