I had a conversation recently about how early in the process a company involves their printer in the discussion about using print in a campaign.

Actually, we were chatting about including printers in the bigger picture, in which marketers decide which channels would be most effective. Are printers ever included?

Here’s what I think.

Only printers who have well-developed relationships with a customer (marketer, print buyer, creative) would be invited to have a seat at that table.

Only printers who have well-developed relationships and work for a progressive print manufacturer would be invited to have a seat at that table.

Only printers who have well-developed relationships and work for a progressive print manufacturer and are viewed as masters who think creatively would be invited to have a seat at that table.

Only printers who have well-developed relationships and work for a progressive print manufacturer and are viewed as masters who think creatively and who have a proven interest in helping marketers succeed using a variety of channels would be invited to have a seat at that table.

By printers, I mean salespeople or owners or print brokers or print executives. I know professionals in every one of these categories who are true visionaries. The manufacturers they represent are not your ordinary print shops, to be sure.

These are highly experienced, broad-minded leaders who exude brains, imagination and enthusiasm. Though I’d love to name names, I won’t.

When I read posts about inviting printers into the marketing chambers to contribute to campaign decisions, I only think about the rare professionals I’ve described. They really deserve a seat at those tables.

This could be an interesting discussion if you join in. I welcome your comments.