How important is a printer's collateral material?

April 7, 2009

Below are the results of the latest Print Buyers Online.com Weekly Quick Poll survey, which encourages our print buyer and supplier members to share their thoughts on issues that affect the graphic arts industry.

Print Buyer Quick Poll:

How important is a printer's collateral material in identifying them as a prospective supplier?

a) Very important — 30%
b) Important — 21%
c) Somewhat Important — 42%
d) Not important at all — 7%

(43 major print buyers participated in this Quick Poll survey.)

Printer's Quick Poll:

How important do you think a print buyer views a printer's collateral material in identifying them as a prospective supplier?

a) Very important — 16%
b) Important — 26%
c) Somewhat important — 53%
d) Not important at all — 5%

(19 major print suppliers participated in this Quick Poll survey.)

Comments from survey participants:

"Other than the first introduction either in person or over the telephone, samples represent the hard work and creativity from the printer. However, a note with each sample should provide a brief explanation of what step did the printer become engaged. All print buyers should critique each and every item from scratches, scuffs, out of register, to hickeys while providing feedback to the sales person. If this does not happen, the salesperson may believe that this will be an easy sell with quality." David Mitchell, Director of Retail & Purchasing, Palace Entertainment

"I find an equipment list the most helpful tool. Everyone claims to have great service and pricing, but if they don't have the equipment to do the job, they really can't be a supplier for you." Sally LeClaire, Dir of Production Services, Promotion Resource Alliance

"I look at this for quality and innovation. If they have a limited portfolio I would most likely not use them."

"Looking at the collateral of printer I learn many things about them such as quality of printing, attention to marketing and ability to work with designers and copywriters."

"All too often, printers don't do enough homework to know the kinds of work their prospects are buying, and fill their folders with samples that miss the mark."

"If they can't even produce a nice piece for themselves, I'm certainly not going to use them!" Pam Stevenson, Production Director, AB&C