Nothing you did for your advertising matters if the color printing isn’t handled correctly. It doesn’t matter how great the design is, how focused the message is, or how perfect the format is.
What the public sees is what the printer is able to give you. You’re placing a lot of trust and importance into the hands of the person you get your printing from, so shouldn’t you know as much about them as you possibly can?
For many small companies they don’t get printing done very often. If they bundle most of their printing into a single order, they might only use a printing service once or twice a year. This often leads to them taking less notice of the companies they do use, and going for the most convenient place rather than the one they know will do the best job possible.
Even companies that regularly get printing done might not put as much thought to the company doing the color printing unless something goes wrong. Too often people only notice a company if they have a problem with them.
Ask yourself this: are you only focusing on the customers who have issues with your company, or are you trying to please the ones who have been loyal to you for years?
The better your relationship is with a printer the better the finished products you’ll be able to get and the better the prices will be. But a lot of this goes beyond just the deals to the kind of knowledge you’ll be able to gain access to.
The more business you do with a printer the better they’ll be at recognizing what you like and what will work best for your business. You’ll have a good chance of them suggesting different types of inks or papers to use to make your finished advertisements even better.
The printing business, like any business, can be a complicated thing, so why not call upon the wealth of knowledge any good printing business has?
This is really just about being loyal to a company. Recognize the good work they’re doing and make sure you go to them again. If you liked the job than why wouldn’t you want to keep it up by sticking with a single printer?
I can’t stress what an important part of marketing the printing process is. It isn’t always easy to get the best color printing possible, something every company is going to want. If you’re going to put a lot of effort into the design process, then put a lot of effort into making sure you have the best company to handle your printing needs.
Never leave something so important up to a company you don’t know anything about. Start being a loyal customer yourself.
