Finding the right printing company to help you implement an effective marketing strategy can make or break your company’s success. If you choose a provider that delivers sub-par work and makes it more difficult to reach your long-term business goals, then it could spell disaster for you trying to reach the audience you need to survive. So how do you differentiate between different commercial printing companies and identify which one’s right for you? We’ve listed some helpful tips below to help you make an informed decision before you decide what direction you want to go in.
- Find out their scope: If the printing company you choose can’t maximize the reach of your direct mail marketing campaign, how can they attract the customers you need? Commercial printing companies vary significantly in how extensive their services are—while some shops might just be available for walk-ins, others might require more planning to fully implement your strategy. Make sure you’re aware of what you need from a printing company before setting up any type of long-term agreement. If the quantity of material they have in stock can take care of your entire campaign, then you’re in luck! Don’t rely on a provider that doesn’t have the resources you need to optimize your direct mail marketing campaign.
- Ask for samples: Just because a printing company utilizes cutting-edge equipment doesn’t necessarily mean they know how to use it effectively. Before you meet with the company, make sure that you ask for printed samples—looking online at their past work doesn’t always tell the full story. See how their samples align with what you’re looking for for your next direct mail campaign. Your industry might have specific requirements for layout, content, and quality—see if the samples they provide are in keeping with your unique standards.
- Collaborate: You know your industry better than anyone, and printing companies know there’s better than anyone. While it’s completely normal to come in with a very specific idea of what you’re looking for, keep in mind that printing companies are experts in their respective field. Collaborating on your direct mail marketing campaign can yield far better results than if you stubbornly reject their advice and input. Make sure the company you provide is open to your ideas and doesn’t resolutely shut down each and every suggestion you offer.
- Customer Service: Don’t just reference the website—it’s easy to clever, well-written posts on a company’s website to convey a false sense of customer service. Get references from other customers. Make sure that you’re asking specific questions that give you more insight into how they deal with their customers so that there aren’t sudden surprises about how they handle things. Ask the printing company what resources they have available for you throughout the process—see if you’ll have access to a customer service representative while working with them.
Don’t leave any stone unturned! Thoroughly evaluate every provider you can find before choosing a commercial printing company for your next direct mail marketing campaign.