Commercial printing

Have you noticed how much commercial printing is changing? You most certainly have if you are a buyer of commercial printing services.  As much as it’s changed and as much as technology, especially digital, has played a major role in the ongoing transformation, print should still be a vital part of the marketing mix. But are you managing print, or is it managing you?

This is such an important question and topic that I want to devote several issues of my newsletter, Ferrante Speaks, on the subject. My hope is that after we explore the many aspects of print management and commercial printing, you’ll have a better idea of how best to manage it and its costs, and how to get the most out of it in terms of marketing effectiveness.

Audrey Ferrante
Ferrante & Associates, Inc. 

Much is still spent on Commercial Printing

A large chunk of a company’s marketing budget is still spent on commercial printing. However, as much as companies spend on printing solutions, few possess the time or resources to effectively plan and manage the complexities and layers associated with print management – specifically, the online or offline sourcing, producing, ordering and distributing of printed materials. As a result of this lack of time and resources, many companies end up wasting money, stocking outdated materials, and falling behind on sales initiatives and promotional launches

Marketing opportunities lost

In addition to wasting money, stocking outdated materials, and falling behind on sales initiatives and promotional launches, mismanaging print results in companies losing precious time and resources that should be spent developing targeted marketing strategies, creating fresh, relevant and timely content, and getting the most out of cutting edge communication techniques available today. Needless to say, there is much to lose by not having a firm grip on print management.

Get hold of your print, and your business

Begin by deploying targeted, efficiently sourced communication materials. I know, that’s easier said than done, because reaching your targeted customers today has never been more challenging. You have to figure out who they are, where they ‘reside,’ and which marketing avenue or channel is best for reaching or connecting with them. If all that isn’t enough, once you’ve figured that out, you’re expected to launch highly targeted campaigns faster and more frequently, with content that’s relevant to each and every campaign.

‘Help!’ you scream

With so little time and shrinking budgets, how can you hope to accomplish all of that?!? This is where effective print management practices come into play. You must have a system to help you manage, source, produce, order and distribute printed materials—brochures, direct mail, inserts, folders, sell sheets and exhibit materials, as well as promotional products, large format posters and signs, and kits. No doubt you’re overwhelmed by the tall order sitting in front of you. Fortunately, there’s a way out of this commercial printing dilemma.

Create print solutions that reduce costs, save time and improve efficiencies! Call Ferrante & Associates.

By turning to a print management pro, you free up more time to do the things you want and need to do as a marketer, such as defining strategic initiatives, thinking up winning promotions, and generating sales leads. Yes, increasing your marketing effectiveness is possible by outsourcing and optimizing the management of your printing solutions with a group like Ferrante & Associates. We have the skills, staff and solutions to help you get print done right, on time and at the least cost.

Keep the conversation with us going and growing

Thanks for reading this month’s Ferrante Speaks newsletter and learning about the importance of print management.

If you’d like to learn more about the thinking around here at Ferrante & Associates, subscribe to our blogs. You may also follow us on Twitter , Google+ and Facebook. And don’t forget, we’ll be expounding further on this very important subject in future issues of Ferrante Speaks!