In the age of digital saturation, one might think that printing is a declining art. For small businesses, however, where every brochure, flyer, and business card counts, choosing the right printing company is not just a necessity, it’s a pivotal marketing decision. From the quality of the print to the customer service, your business’s image can be significantly influenced by the service of the printing company you employ.

Small businesses often juggle various marketing channels, and print media is one with a lasting legacy. It’s tangible, versatile, and has a unique ability to make a brand come to life in a way that digital channels often can’t match. What follows is a detailed guide for small business owners on how to select the right print partner.

Why Good Print Still Matters for Small Businesses

Printed materials are important in creating an impression for your business and in reaching a local audience. They provide physical evidence of your brand, which can be a crucial component in establishing trust and lasting connections with customers. Well-crafted printed materials also act as a conversation starter, with brochures and business cards making their way into the pockets and the hands of potential clients.

In the digital world, audiences can sometimes feel overwhelmed with intangible marketing content. A beautifully designed leaflet or a well-printed catalog can provide a tactile experience that’s memorable and can set your business apart.

The Essential Checklist When Assessing Printing Companies

When you’re ready to take the plunge and partner with a printing company, it’s important to do your homework. Here are the key factors to consider:

Quality of Services and Products

The finished product reflects the quality of the printing company. Look for samples, assess the materials they use, and make sure the final output meets your standards.

Range of Services Offered

Can the printing company you’re considering handle a variety of print jobs? From business cards to large-scale banners, versatility is key for a small business that may have a broad marketing strategy.

Customer Service and Communication

You want your printer to be a partner, not just a service provider. Good communication and customer service can make the whole process smoother and the results better.

Price and Value for Money

While not the only factor, price is important. Consider the overall value you’ll receive — not only the cost but also the quality, turnaround time, and any additional services.

Turnaround Time and Punctuality

Reliability is crucial. A printing company that can meet deadlines is essential, especially for time-sensitive campaigns.

Environmental Considerations

Many customers and businesses are becoming more conscious of their environmental footprint. If sustainability is important to your brand, consider a printing company with green practices.

The Process of Partnering with a Printing Company

Once you’ve narrowed down your choice, it’s time to initiate the partnership.

Requesting and Reviewing Samples

Ask for a range of samples, including different paper weights, finishes, and print sizes. This will give you a good idea of the company’s capabilities and the quality you can expect.

Artwork Specifications

Provide or work with the prospective print partner on the artwork specifications. The correct specifications ensure that you get the best print quality.

Discussing and Finalizing the Project

Once you’ve approved the samples and artwork, discuss the project scope in detail. This includes the quantity to be printed, the deliverables, and the deadline.

Revising the Proofs

Before the final print, request proof copies. This is your last chance to make any necessary changes before the full print run.

Collecting the Finished Prints

Inspect the final prints. The color, clarity, and overall appearance should match your expectations and the proofs you’ve approved.

Leveraging Print in Your Marketing Strategy

With your freshly printed materials in hand, it’s time to put them to work. Here’s how to make the most of your print media:

Distribute Strategically

Your distribution should align with your marketing goals. If you’re targeting local customers, think about places where your materials will be seen by a majority of them.

Use Print in Conjunction with Digital

Integrate your print materials into wider digital campaigns by including links or QR codes. This allows for seamless transitions for your customers from print to online content.

Measure Results

Incorporate specific calls to action and trackable elements in your print materials, like unique discount codes. This will help you measure the effectiveness of your print campaigns.

Get Creative with Content

Print doesn’t have to be static. You can use it to tell stories, showcase your products, and even involve your audience in interactive elements.

Your Neighborhood Printing Company

While print is just one part of a multifaceted marketing strategy, it remains a key player for small businesses. By carefully selecting the right printing company, you’re ensuring that your brand’s message is being communicated in the best possible way. Whether it’s a direct mail campaign or brochures at a local event, make each print count by printing with a partner who understands your business’s unique needs.

By providing this comprehensive guide, we help small business owners to understand the importance of print in their marketing mix and offer a blueprint for working with a printing partner that can help realize their brand’s full potential. Through this guidance, businesses can forge meaningful customer connections and foster brand growth in a tangible, lasting manner.