Eliminate the “Burden of Proofs”

By Rob Munz

“Advanced online proofing technologies not only streamline workflow, they also offer marketing opportunities.”

Traditional proof delivery methods such as fax, email, courier, mail and hand delivery are cumbersome. Time spent obtaining and tracking client approvals could be spent increasing sales and building business relationships. Manufacturers and distributors who streamline the approval process offer value to their customers. They also broaden sales and revenue-generating opportunities by increasing their ability to manage more jobs and customers.

Today’s customers know the advantages that web-based communications offer, and they expect more flexibility and simplicity in the proof review process. Print customers want convenience, and they want their work completed accurately and quickly. However, extended job turnaround times, difficulty communicating change requests and frequent interruptions required by proof approval often slow workflow and increase customers’ anxiety during the buying process.

Online Proofing 101
Online proofing is the process of presenting proofs, layouts or concepts via a web browser to obtain approvals from clients or colleagues. Online proofing is more than electronic proof delivery, which primarily consists of a reviewer receiving an email attachment or downloading a proof from an FTP site for static review.
Online proofing is uniquely advanced because it adds the crucial element of communication to the review process. At best, it’s an interactive process that enables reviewers to not only view documents and images, but also comment on design aspects of the proof, make mark-ups and return an approval status.

Typical Workflow Scenarios
Distributors often act as mediators, working with multiple parties to fulfill sales orders. They shuffle projects from designer to customer to printer and back again, tediously tracking and trying to control the entire process. An inefficient workflow detracts from time that could be spent serving customers or uncovering new sales opportunities.

Working with printers or design services that employ online proofing technology increases control over the approval process. Here’s how a typical workflow scenario may play out: First, the customer places a new order, requiring design services or modifications to a previous job. You receive the newly created or revised artwork from the printer or designer via an online proofing solution. You now have the opportunity to preview the proof prior to releasing it to your customer, allowing you to confirm that it meets his or her expectations. Quickly and easily, your customer accesses the proof and marks it up in his or her web browser, returning it with an approval status.

With this workflow scenario, online proofing offers distributors and manufacturers several benefits. First, it’s automated. Advanced online software routes proofs to various reviewers automatically. The system manages the work, and when versions change, reviewers automatically receive the most up-to-date version. Also, every step in the process is tracked and documented with a detailed audit trail of who reviewed the proofs, who signed off on them and when. This level of documented tracking supports dispute management or collections processes, if necessary.

Advanced online proofing technologies not only streamline workflow, they also offer marketing opportunities. Many technologies include a branded interface. Customers can access their proof through a web page established by the distributor or manufacturer, so their point of contact remains exclusively with their vendor. By integrating a pre- or post- review landing page with select messaging, the review process can become a positive communication and sales generating tool.
Rob Munz is president and founder of PROOF-it-ONLINE, a provider of workflow solutions.