I Know What Print Buyers Don’t Want
• To be treated like corporate stepchildren, while Creative & Editorial get all the glory.
• To be excluded from marketing strategy discussions.
• To have to pull teeth to get basic info from a printer when a job is in production; i.e., when will the proof be ready, when did the job ship, where one’s samples are.
• Printers to automatically assume that price is their #1 priority.
• To go through all sorts of hoops getting a simple job quoted and sent to a printer.
• To have to hunt all over a printer’s website looking for key information, like company contacts.
• To find out that the equipment list on a printer’s site doesn’t match what’s in the plant.
• To have a printer switch a spec’d sheet for something else—without conferring with them.
• To work with inefficient project management systems/software.
• To be undervalued as professionals.
Food for thought? These are my own reflections. Hope they inspire you—and your Comments are most welcome.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com