The challenge in finding a print partner today goes well beyond simply choosing who gives you the best price. Experienced purchasing professionals know how important print suppliers are for maintaining brand consistency, process efficiency, and customer satisfaction.
Choosing the wrong partner can destroy marketing plans, tarnish your brand and lead to costly delays that affect other areas of business.
Establishing vendor evaluation criteria
There are factors businesses should consider in making their decision beyond just going with the guy who can print the most cheaply. This is because the minimum requirement of quality when printing is anything less than consistent, which will lead to brand damage and wasted resources.
Scalability and costs are a big issue as a business expands. Your printer needs to produce small test runs and huge production orders at the same quality level. Consider their ability when it comes to handling volume changes during seasonal spikes, and how willing they are to accept rush orders if unplanned opportunities present themselves.
Conducting thorough due diligence for strategic business growth
Evaluating vendors is more than a Marketing Brochure and a Website. Try small test orders before you “fall in love” with a large project. This hands-on method demonstrates how partners communicate, revise and complete a project. Watch responsiveness during the quoting process, as communication during sales is usually the best service you’ll get.
Reference checks are an opportunity for you to understand which marketing materials should never be disclosed. Reach out to 3+ current customers and inquire about how the company solved problems, quality control processes, and how they handle mistakes. Ask if the partner takes your print package and does it “as you say to” or do they make suggestions on their own? The top vendors work as consultants who can provide domain expertise on a given project.
For specialized products such as magazine printing local businesses are just as likely to need extra emphasis on the quality of binding, color consistency across pages, and paper weight that’s appropriate for mail or display. Businesses can also try testing different specifications before reordering in quantity. HelloPrint offers magazine printing services with various binding methods and grades of paper.
How to build a hybrid print strategy
Regional partners are best if you need a rush job, for physical proofing or when the project is one that calls for hands-on attention. They offer the practical advantage of in-person problem-solving when projects hit snags.
Online print suppliers supplement local relationships with attractive prices for standard items, greater variety of specialty products and systems to easily order reprints of frequently used materials. HelloPrint offers the ease of online ordering and quality levels on par with high-end local shops, making it a versatile option for those who have more than one type of print project to handle.
Leverage local partners for high-value materials that require a physical approval and collaborative design evolution. Use online vendors for standard items, high-volume orders, or where known specs can replace needing to see samples/products in person.
How to measure your partnership performance
Set and track concrete measures used to evaluate vendor performance. Keep a record of on-time delivery rates, QRP and response to revision request. Plan quarterly reviews with your top printing suppliers to review performance trends and seek process enhancements. Strong vendor partnerships are built on communication and a shared dedication to each other’s ongoing success, not just transactional business or one-off orders.