After years of printing only traditional forms, many distributors say commercial printing has put the fun back in their businesses. It allows for seemingly endless design, product and printing process possibilities. But commercial printing also brings challenges. Distributors often must become project managers, coordinating the efforts of ad agencies, photographers, freelance artists and even models.
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| 1. Know customers' expectations. End users sometimes
have unrealistic expectations for commercial printing projects. Does the
quality they want match the amount they're willing to pay? Do they want a
project sooner than it can be completed? Question clients about their
expectations before projects begin to prevent unnecessary snags.
2. Consider
hiring proofreaders. Distributors say mistakes sometimes occur on
commercial printing jobs because customers don't check proofs carefully
before signing off on them. By using in-house or freelance proofreaders,
you can help prevent such problems and win the confidence of your
customers.
3. Nip disk
problems in the bud. Distributors sometimes face a variety of
problems, including discrepancies in file formats, intermixed fonts and
differences in software packages, when customers supply text and graphics
on disk. Create information sheets that customers must fill out before
submitting disks.
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"Everybody needs to be on the same page," says Ed Green, president of ESG Marketing & Development Inc., a 5-year-old distributorship in Floyds Knobs, Ind. "Your job is to talk the project all the way through from start to finish." Green offers these tips for finding and working with freelance writers, photographers and graphic designers.
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Many commercial printing distributors want to be known for providing marketing solutions, not just printing. This project included a redesigned logo, which was used on a presentation folder,
post card, business card, label and letterhead.
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Network. Green is a member of a local direct marketing association
whose members include freelance writers, photographers and graphic designers. At
the association's meetings, he has the opportunity to meet these professionals.
Distributors also should consider joining advertising clubs and graphic arts
associations, he says.
* Keep a file
on freelancers. Some freelancers advertise their services through
direct mailings, Green says. Even if you're not looking for freelancers at the
time, file the names for future reference. Also, be aware that some
freelancers--especially graphic designers--have different skill levels, he says.
Some excel at illustrations, while others specialize in various styles.
* Make sure freelancers have time. Freelancers who are relatively new to the business have more time to work with you, Green says. They also may meet with you off the clock to discuss projects, he says.
* Interview. Before using a new photographer for a project, Green met with the freelancer to learn about the person's skills and abilities. "I talked to them long enough to be comfortable that they knew what they were doing and knew how to handle the project," he says.
* Offer quick compensation. "Pay freelancers regularly whether or not you get paid," Green says. "They'll know that when they finish a project, they'll get a paycheck in X amount of days or immediately. They'll have a tendency to do your work a little bit faster than they would for someone who strings them along."
* Make sure freelancers understand end users' needs.
Before photo shoots, Green meets with photographers to ensure they understand what end users want. He also discusses customer needs with freelance writers. For large complex projects, he'll sometimes meet with all freelancers who are involved at one time to hear their input and finalize project approaches. Distributors also should stay abreast of freelancers' progress once projects are underway.
* Keep freelancers informed. When project stall, Green immediately informs any freelancers who are involved. "I like to let them know what's happening so that they don't block out their time," he says. By doing this, Green shows them he understands the importance of their time.
* Don't be afraid to walk away. If a freelancer isn't being responsive or meeting deadlines, consider ending the relationship. "If they haven't done any work and they've had enough time to do so, say, 'I'm sorry, I'm going to have to take this job somewhere else,'" Green says.
—Kara S. Carpenter
