I have been a print broker/consultant for the past 20 years. Before that, I owned and operated a successful brick-and-mortar print/lettershop for 25 years. It was one of the first lettershops in Canada specializing in personalized direct mail.
Many times I am asked by a prospective client why they would use a broker instead of going directly to a print shop.
Excellent question!
My answer is always the same – it depends on the extent of your knowledge with direct mail and the people in your organization who are familiar and knowledgeable about print and direct mail.
Here are 10 reasons to consider using a print broker in your next mail campaign:
1. Expertise and Knowledge: Print brokers are experts in the printing industry. They understand the nuances of different printing techniques, materials, and processes. This knowledge can be invaluable in ensuring that your mailing is of the highest quality and effectiveness.
2. Cost Savings: Print brokers often have relationships with a variety of printers. They can negotiate better prices due to their volume of business and knowledge of the market. This can lead to significant cost savings for your organization.
3. Time Savings: Managing a print job can be time-consuming, especially if you’re not familiar with the industry. A print broker handles all the details, from getting quotes to ensuring quality control, freeing up your time to focus on other aspects of your organization.
4. Access to a Wide Range of Services: Print brokers typically have connections with various suppliers and can offer a wide range of services, including specialty printing, mailing services, and even design assistance. This can be particularly helpful if your mailing requires unique elements or customization.
5. Quality Assurance: A good print broker is invested in the quality of your product. They often have quality control processes in place to ensure that the final product meets your expectations and is delivered on time.
6. Problem-Solving: If issues arise with your print job, a broker can act as an intermediary, resolving problems more efficiently than you might be able to on your own. Their experience and relationships in the industry can be crucial in finding quick solutions.
7. Customization and Flexibility: Print brokers can provide more customization options for your mailing campaign. They can mix and match services from different providers to meet your specific needs.
8. Reduced Risk: By managing the process and understanding industry standards, print brokers can reduce the risk of errors, delays, or quality issues with your mailing.
9. Consistency and Brand Management: For organizations with ongoing printing needs, a print broker can help ensure consistency across different print jobs, maintaining your brand’s integrity.
10. Networking and Additional Resources: Print brokers often have a network of contacts and can refer you to other professionals or services that may be beneficial for your campaign or organization.
In summary, using a print broker can offer a combination of cost-effectiveness, expertise, convenience, and quality assurance, which can be especially valuable for organizations without in-house printing expertise or those looking to optimize their mailing campaigns.