Print media is not dead. It is alive and well and when done correctly it will help push your business and events forward. People love receiving a good piece of mail – especially if it is hand addressed. Print allows you to leave a more lasting impression than a social media post. But who you print with is almost as important as what you print.
Here are the 5 questions to ask to choose the right printer for each job.
Do I need help designing the print product?
Most printers have an in-house design team that will help you create your masterpiece. If I am needing help from start to finish, I will pick a local company because I want someone that I can meet with through the process. Most online companies do have a design service but there is something about a face to face that I prefer. The other thing that I consider is if the designer will charge me for the project or by the hour. I prefer the designers that will work with me through a project price rather than a per hour price.
Can they do the print job?
I love my print department at the local Office Depot but they have some serious in house limitations. If I need a complicated job done, I will pick one of the specialized local print shops. If I need a job fast, I will choose Office Depot. If I need business cards, I will often use one of the popular card printing companies. Each company has a set of skills and expertise that you need to take into your decision.
Do I want someone local?
I prefer to work with local small businesses. I want the relationship with the owner or my rep. Being able to pick up at the last moment is a huge plus as well. The local printer can also become a referral source for your business. 90% of the time I go with the local printer for large jobs. Going local cuts down on shipping costs and if something is wrong, you can go in and talk to them. A fun plus is that they will often give you a tour of their facility.
Do they fit my budget?
Small businesses run on margins, sometimes it is cost effective to go with the big national shops because they can spread their costs out over multiple customers. Make sure you have a budget in mind and you are upfront with the designers and printers. You cannot have gold foil embossing, special cuts and folds, and more on a minimal budget. The right printer will help you to put together the print material that will fit your budget and help you reach your goal.
Do I like who I am dealing with?
You want to have a good relationship with your rep at the print shop – whoever that is. Having someone to call and bounce ideas off of, ask for quick quotes, or call for an emergency can be crucial for your business. You want to trust that if something goes wrong, they are there to help you fix it. This is the most important item for me. I will only do business with those who I trust.
Printing is still a huge part of small business. Know your goal and the outcome you want for the print piece and your print shop will help you to get there.