Print Relationship: Best Price vs. Best Outcomes

by | Aug 20, 2023 | Commercial, News, SmarterPrint

The realm of print buying has undergone a remarkable shift, driven by technology and changing business dynamics. The conventional practice of soliciting quotes for individual projects is gradually giving way to more intelligent and efficient strategies that not only save valuable time, but also unlock a host of hidden opportunities. Building a print relationship can help businesses – whether your print is more administrative and transactional or marketing and sales oriented. In this blog post, we’ll delve into the evolving landscape of print buying, quantify the time saved by optimizing processes, and explore how establishing deeper relationships with printers can unearth the potential for integrated marketing strategies that fuse print and digital seamlessly.

Quoting Individual Projects: A Time-Intensive Approach

The traditional method of acquiring quotes for each print project consumes a significant amount of time. From initial contact with vendors to explaining project requirements and waiting for quotes, the process can span from hours to days. For a typical print buyer handling numerous projects, this can lead to a substantial yearly time investment.

The Opportunity Cost of Time

To put this into perspective, let’s assume that a print buyer invests around 3 hours for each quoting process. Considering that the average print buyer tackles roughly 50 projects per year, the cumulative time spent on obtaining quotes adds up to approximately 150 hours annually. This amounts to nearly four full work weeks, which could otherwise be directed toward strategic planning, innovation, and business growth. It’s much better to leverage a print relationship for all your needs, than hope you get the best from one-off bids.

Unlocking Efficiency through Print Relationships

Forging robust relationships with a single print vendor reaps a multitude of rewards, including these evident time efficiency gains. By consolidating all print needs with one vendor, businesses gain the advantage of negotiating better pricing, tailored services, and favorable terms. Suddenly, the opportunity to have custom web2print online portals because feasible for the printer and an amazing benefit to the customer. These services also help protect brand, decentralize print while maintaining cost controls and approval processes. Relationships matter in this world more than ever.

Print & Ship Methods Become Accessible

With a deeper relationship, you can also have conversations about print-on-demand (sometimes the most costly approach) vs. print and imprint or print/store/pick & pack options. Some customers may also find that the printer has a network of domestic and international partners with the same digital equipment and can practically eliminate shipping costs and even customs issues for international shipping – all while turning projects faster.

Exploring Integrated Marketing Opportunities

By viewing the relationship with your printers as more than a transactional exchange, businesses can uncover opportunities to integrate print and digital marketing strategies for enhanced results.

Integrating Print and Digital Marketing

A closer collaboration with a printer can reveal how print marketing and digital marketing can work hand in hand. Far from being separate entities, these two forms of marketing can synergize for greater impact. For instance, reverse IP technology allows you to track website visitors and serve them personalized print materials, bridging the gap between digital and physical touchpoints.

Leveraging Intelligent Mail Barcode

The Intelligent Mail Barcode (IMb) is another example of how a deeper relationship with your print partner can lead to integrated marketing innovation. IMb allows you to track and trace individual mail pieces, enabling you to synchronize print and digital campaigns for higher engagement and conversions. See some of our “Smarter Print” offerings to learn more.

Beyond Commoditization: Unlocking Exceptional Opportunities

By embracing the idea that print is not a mere commodity, but a strategic tool, businesses can harness these exceptional opportunities. Combining the tactile impact of print with the reach of digital can result in a marketing powerhouse that resonates with customers on multiple levels.

The evolution of print buying transcends mere transactional interactions. By optimizing processes, forming robust relationships with printers, and recognizing the hidden potential for integrated marketing, businesses can not only achieve significant time and cost savings, but also create marketing strategies that leave a lasting impact. The convergence of print and digital opens doors to remarkable possibilities, making the partnership with a printer much more than a business transaction – it’s a gateway to innovation and success. Let’s build a great print marketing relationship.

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