Why I Trust My Trusty Printers
o matter how much I think I know about getting things printed, it’s inevitable that from time to time, I’ll screw up a spec – like the finished size or the weight/finish of the paper.* Maybe I’ll fail to consider how a piece needs to mail, so I completely forget about meeting key mailing guidelines.
And you can bet that now and then I need to source something strange, wonderful and totally NEW to me, and no one in my peer group has done it, either.
That’s why I trust a select group of printers to get me out of hot water. You need to, as well.
The best advice I can give to print customers (that includes graphic designers as well as marcom folks) is to develop close business relationships with a small group of different kinds of printers and other graphics professionals (mailing experts and paper reps come to mind).
Once you’ve established this core group of ‘go-to’ professionals, you’ll have access to resources you can’t imagine….until you need them. For example:
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- When your boss asks you to produce something you’ve never done before.
- When you have to get something delivered outside of your country.
- When you have to produce a series of materials in different languages.
- When you’ve run out of ideas for a new format for an existing piece.
- When you simply need a professional opinion about the direction you’re heading with a project, and you’d like a professional’s input.
Develop these relationships, and reward them with your business. I’ve decided that the industry’s finest examples of print sales reps aren’t those who sell the most; they are those who are most generous with insights and suggestions. They’re there for you and will do whatever’s in their power to help you succeed.
Keep this in mind when you’re interviewing prospective printers. Will they be ideal partners of yours in this way?
*Remember the hilarious rock musical mockumentary “This Is Spinal Tap?” Someone (may have been Nigel Tufnel, not sure, sketched out the stage set for a song about Stonehenge on a napkin. Only problem was that this someone wrote 18″ on the napkin, not 18'. You can guess what that set looked like. They had to use midgets. I can relate. Math is not my strong suit.
© 2012 Margie
Dana. All rights reserved. You’re free to forward this email. However, no part of this column may be reprinted without permission from the author.
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