Through the years, attitudes toward managing print jobs for clients has varied widely. How do we stack up on this issue today? For bigger agencies — both design and marketing — it’s a good revenue source, as well as a tool to control the marketing and branding process.
But can small shops handle the extra responsibilities, not to mention costs? Taxes and regulations have driven many small designers out of this important role. Some have found the answer in printing brokers. How ’bout you?
Please, share your successes and failures on this topic. Got stories?
Update: Monday, 5/4/09 08:25
So far, our poll indicates that all or most of the time, 70 percent of designers or marketers control the printing for print materials they design. An added 10 percent handle print management at least some of the time. Thanks for your continuing comments on this topic. They are appreciated.
And don’t forget our sponsors: VIPrintShop.com
Filed under: printed media | Tagged: marketing, print, print buying, print management |
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As a solo print designer, I actually get much of my work through a print broker who distinguishes himself by bringing in someone like me early in the game with new clients. I was also referred to a different print salesperson recently for who I’ve just completed a project. So if anything, I’m the one being managed (!), but in the end, my creative direction brings more value to the print medium. Hopefully marketers will take notice of how quality design keeps print not only relevant but surprisingly effective and welcomed by customers and prospects.
Bruce, thanks for taking the poll and your excellent and insightful comment.
Bruce brings up an excellent point about communicating with his Broker early on.
What I see too often is that many designers do not contact a print production expert prior to presenting solutions to their client. Running concepts by a knowledgable person filters out manufacturing nightmares, leading to insights for optimzed production, design latitude and maintains budgets.
This coordination usually assures smooth print processing and hassle free management resulting in premium printed media — for a satisfied end user.
For example, recently a designer contacted me with a production question about a job I was printing that she had ready for press. It turned out an image this designer created could not be reproduced on a component of the package as she intended. Not only was she locked into the image but the client was in love with it. Now we are scrambling to find a solution which IS likely going to increase her customers budget and turnaround.
Had this been discussed before she applied and presented the image it would have saved everyone involved a lot of hassles and preserved her rapport with client.
I work with a lot of inexperienced clients who appreciate my “concept to delivery” service. Some want to use the printer of their choice, but even in that case, I stay involved as much as possible to ensure that what they get is what I designed.
The best reason for working closely with printers is all the great info I get from them. I spend a lot of time on the phone with them, asking all manner of questions. They are an invaluable resource. Getting info on a project (paper, folding, custom inks, etc.) before I present it has helped me be a better designer, and not have to go back to a client with changes due to lack of research on my part.
My printers are great to work with, and are interested in the success of my projects. Kudos for me frequently means more work for them. They are truly a part of my team.
Once we decide on a print vendor, I always contact them as soon as possible to find out their production procedures, what software they use, etc. I can design and output for any medium so it makes the whole process much more efficient if I know all that up front, instead of trying to sort out the right format at print time. With a simple call you’ll save yourself hassle and your client production art charges. This is especially important if it does happen to be a new type of media or a revamp of an old one. Production art and graphic design are both progressing very quickly technology wise, but they seldom communicate such technological advancement with each other. That really needs to stop. Production art needs to be taught as part of any graphic design course.
Having an extensive background in printing and pre-press, i do tend to manage my projects from beginning to end; arranging printing and fulfillment. Taking care of the technical details and letting the customer be at ease with the printing goes a long way in my opinion.
I’m not fond of using print brokers – I prefer dealing directly with the printer.
Sounds like a topic for another article.