Printers Make the Worst Marketers
Why not set aside some money and time in the pressroom to get some products and people together and come up with a marketing piece. You can not only display this piece to your current customers but also your future ones. If you have some creative people on staff or maybe a close relationship with a design group, you can pull this off with a relatively inexpensive budget.
Don’t try to run some 16 color job with eight different coatings that has to go through the press seven different times, although those jobs do look fantastic. Keep it repeatable with a big bang look. Know that you can reproduce it effectively and efficiently when a customer asks to use those special techniques in its next marketing campaign.
Try something new. If it works out, there’s your new brochure. If it doesn’t, then go with what you know.
Darren has worked in the printing industry for 30 years and spent more than 12 years at two of the nation's leading high-end commercial printers: Bradley Printing in Des Plaines, IL, and Williamson Printing Corp. in Dallas, TX. During that time, he operated conventional and UV 40˝ sheetfed presses and also successfully managed a $15-million pressroom equipment transition. Darren also was Lead Press Instructor for Heidelberg, where he directed specialty equipment startups and was involved in all aspects of the printing process by teaching both instructor and pressroom employees.
In addition, he served as a troubleshooter for various printing companies in the U.S., Canada and Mexico. As operations manager for a start-up specialty folding carton company, he played a key role in achieving more than $6 million in sales within two years. Currently Darren is president of D.G. Print Solutions, a consulting firm that supports printing companies of all sizes. He specializes in growth development planning, pressroom color management and pressroom training through specialty print applications.