Printshops are like shoes. One size does not fit all feet. Like shoes, some printshops are functional and casual. Others are trendy. Some are stylishly snooty. Some are cheap: they look good to begin with, but they’re poorly made. Others are broken down, worn out, or just out of step with current styles. With shoes and printing companies, the trick is finding the ones that are durable, comfortable, and right for the occasion.
Lets talk about durability first. Times are tough in the printing business. The market is changing rapidly. Volumes of traditional printed products (forms, envelopes, business printing) are declining. At the same time there are continuing opportunities for companies willing to embrace new technologies and expand their product offerings. There are still old line printers in most towns who are essentially dead men walking. They haven’t upgraded machinery or added new capabilities and they will not survive for long. These are the old, worn-out shoes. They may feel comfortable when you put them on, but they’ll kill your feet if you wear them and they’re going to let you down on a long hike.
How do you tell if your printer falls in this category? Visit the shop. Is it clean and well-organized? Do you see computer screens everywhere? Does the machinery look new or does some of it look like a workmen’s compensation claim about to happen? Are there pallets of old paper, automobile parts or unidentifiable hunks of metal scattered through the shop? Many of these printing companies are owned by wonderful people who have loved and taken care of their customers for ever. Like the old shoes, they have given great service; but now it’s time to retire. The durable printers are constantly getting re-soled and shined. They are always talking about something new. They’re like a good pair of men’s dress shoes, they’re classic and stylish. If you take care of them, they’ll last forever.
Now for comfort. There’s no flash to comfort. You can certainly go to the Internet and shop for the latest whiz-bang deal on 1/4″ thick AC plywood business cards with UV coating and Minwax on both sides. This may be a shock for some of you, but you have to pay for the right fit: for comfort, durability and for dependability. Your local printing company is suffering from the low prices that the gang run internet printers offer (see Caveat Emptor!). I commiserated with a competitor yesterday who spoke about the time he spent training freelance designers to prepare files for print only to have them shop price on the Internet. To say it straight, Internet printing is a crapshoot. It is cheap and poorly made. You will never receive the care, the quality, the customer service, or the reliability of a good local printer from the low-priced Internet bandits.
The old Howlin’ Wolf song says, “I’m built for comfort, I ain’t built for speed.” Here’s news . . . when you find the printshop that fits, it will offer both comfort and speed. Most mid-sized shops deal with a good many customers who create and print one or two jobs each year. For these folks, our objective is to make things as easy as possible. Generally, we try to make the best from what they give us within reasonable deadlines. But most of us also have key accounts who print with us every month or every week. If you belong to this customer category, your mainstay printing company should fit like a really comfortable pair of running shoes. If you will offer a commitment to your printer beyond just “letting them quote;” they should bend over backwards to streamline the workflow for you.
At Alphagraphics, we regularly slot production time for key accounts. We have literally configured customers’ computers to help them submit print ready .pdfs, we’ve set up proprietary websites for ordering, and we’ve purchased machinery and software to meet specific customer needs. For our key customers, proofs are turned in a matter of hours (sometimes minutes) and turnaround times are extremely short.
I’ve purchased Timberland boots for years. Until just recently, they’ve been the most durable and comfortable shoes I’ve owned. I still wear a pair of Timberland hiking boots that I purchased in Maine in 1988. Those boots were expensive, over $100 in 1988 money. Earlier this summer, I was surprised to find a pair of Timberland sandals at a discount store. I bought them for $48. They hurt my feet, they’re hot, and I can’t get them to break in. They’re cheap and poorly crafted. I think Timberland sold out.
Here’s the point. Printing is a value proposition. The printing company that fits will not be the cheapest. If your only consideration is price, allowing a good printing company to “quote” is a disservice to them and to your company. You’ll waste their time and yours. They will not be the cheapest and when you buy the cheapest, you’ll eventually get the Timberland sandals . . . ill fitting, hot and uncomfortable.
What about “right for the occasion?” One pair of shoes doesn’t always work for every occasion. This one’s a little tough, because there is the temptation to tell a customer that you can do it all. Print brokers and many conventional printing companies will accept any order and simply farm it out to another printer who has the capability to fill it. This isn’t always in their customers’ best interests.
You may wear casual shoes all the time. It may be that your local business printer can handle 90% of what you do in-house. Alternately, you might enjoy fancy parties. At these events, the casual shoes don’t work; high heels and dress shoes are required.
What do you do about specialty printing or the occasional long run? Ask your mainstay printer. The printer that you want to partner with will not hesitate to tell you when a job doesn’t fit. He will also probably have a recommendation or an alternative for you. We regularly recommend a large commercial shop in town for runs that will not run cost effectively on our presses. Likewise, we have referred another company for large format work that we could not do. Occasionally we use reputable trade printers to produce products for companies that prefer us to handle the job. We explain this to our customers before the order is accepted.
Why did I take the time to write this? Because times are tough in the printing business. Companies like AlphaGraphics badly need customers who will take the time to find and commit to a business relationship with the “printer that fits.” Companies like ours have invested a lot of time and money to make sure that we are like a good pair of shoes. We’re durable, a comfortable fit for our customers, and have the right capabilities to match the needs of our customer base.
There’s a lot be said for shoes that fit.