What is a Print Broker
and why would I use one?
In rolling out a new product recently, we produced a Power Point presentation, a product information brochure, a laptop carrying case, an educational brochure about presentation effectiveness, note cards for presentation use, and a box to contain these materials with place holders for each piece. Each of these components had to be written, designed, produced/printed/manufactured, and distributed to client specified locations on time and within budget. This would not have been possible without the skills of a print broker.
What is a print broker?
Simply put, a print broker will plan, coordinate, schedule, have produced and deliver your communications projects. A complex example would be similar to the one mentioned above; a project requiring 4 or more manufacturers and/or distributors. At the other end of the spectrum, a simple project would be a brochure that needs to be mailed or a product specification sheet. In some ways, you can think of the broker as your Sales Rep for each manufacturer.
Sales Reps and Brokers differ in a couple of important ways though. First, a Broker represents many different manufacturers, some that are competing with each other for your business. Second, manufacturers will give brokers a lower price for their services because they do NOT have the costs associated with an in-house Sales Rep. These costs can be considerable when you realize they include salaries, benefits, commissions, reimbursable expenses, bonuses, and office space and support. And third, brokers have knowledge of a variety or printing and production processes.
When should I use a print broker?
It makes sense to use a print broker when your time, knowledge, experience or resources limits you in being able to make a sound and informed buying decision. Of course, if you have the skills and resources necessary to gather this information on your own, as well as to manage the project on a day-to-day basis, you are better off buying direct from the manufacturers yourself.
Can my design firm be an effective
print broker for me?
Well, yes and no.
We've had clients tell us they sometimes go through the creative process with their design firm, have an approved solution delivered and find that it can't be manufactured or can't be manufactured within their budget or time frame. Needless to say, this causes delays, unnecessary expense and missed deadlines. The solution is to ask your design firm about these capabilities up front.
Here are some important questions to ask your creative services firm before beginning any communications project:
- Do they offer print brokering services?
- Can they give you a budgetary estimate for print production when they present their creative solutions and explain which concepts cost more or take longer to produce?
- What is their experience in working on a project similar to yours?
- What are their responsibilities in the process and what are yours?
- Can they prepare specifications, estimates and schedules when you get to the production stage of the process?
- Do they have established relationships with the types of manufacturers
you'll need for your project and will they be getting bids from
several manufacturers?
The range of production manufacturers can include hi and low end printers, mailing houses, distribution centers, die cutters, packaging manufacturers, specialty printers (embossing, hot stamping, digital), binderies, and trade show exhibit manufacturers.
Print Brokers can bring project management expertise and experience to your projects. You may find these capabilities at your creative firm, ensuring a smoother transition and process during your production phase.
Enrico Design can help you get your message to your target audience with impact and memorability in print and on the web. Whatever your organizational goals, we keep you top-of-mind with your customers and prospects. Visit www.enricodesign.com, call 781-631-2520 or contact us by e-mail.
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Please contact us for help incorporating these ideas into your marketing communications projects and publications.