It is an unfortunate fact, particularly in today’s fraught economic climate, that probably the majority of printing services companies are selected on price. However, this can prove ultimately to be false economy. You can decide to select services which are cheap, or you can choose based on quality, but you will very rarely, if ever, find quality which is cheap.
In selecting your printing services partner, remember that how your company is portrayed, i.e. your brand, is not important, it is precious. It is how the world sees you, and you want that brand to be seen in the best light possible.
Perception is everything, particularly in the world of marketing. In the event your potential customers have a perception of your brand, and therefore your company, which is cheapened by the lack of quality in your printed marketing material, it is not difficult to guess what their perception of your company will be.
The following therefore are some important tips to bear in mind when choosing a printing services company. They are all equally important, and are therefore in no particular order of importance.
You should always ask to see a broad example of their printed work.
Do ensure that you check out their customer base and ideally talk to a few of their clients.
Discover how long these customers have been with the printing company, and whether they place repeat orders.
A really good quality printing company, one who is proud of the quality of their work, will be happy to print some samples for your company, so always ask for this.
There are many printing companies who offer their services online and no doubt most of them do a good job. However, if you want your printed material to properly reflect the brand and company image which you want the marketplace to have of your business, if will be very rare that an online service will be able to provide that for you.
Do not be seduced by the offer of cheap prices and quick delivery times. Remember the relationship, touched on above, between quality and price.
Finally, when you have selected the right company, work on building a long, and mutually rewarding, relationship with them. Taking this longer term strategic perspective, rather than finding someone who is the cheapest at any give time, will pay you back many times over.
Follow the simple steps outlined above and you will surely find the right company for you and your brand.
And remember again, your brand, i.e. how your business is perceived by your prospects, is not important, it is absolutely precious.
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