Commercial Printing in New York City: Be Selective!
You have high criteria for selecting business partners; your commercial printer is no exception!
In today’s ever-changing digital and economic climates, how do you assure that you’ve found the best commercial printer in NYC? How do you evaluate a relationship for commercial printing? It’s more than just quality!
— Endurance + Scale: how long have they been in the printing business? This is typically a good indicator of how good the company is, in terms of customer service and quality. Volume and scale of a commercial printer is also an important factor. Companies operating at higher capacity can negotiate lower prices for their customers, and have more experience with logistics and distribution of bulk printed materials, such as process requirements for warehouse receiving and inventory management tools (HFC, barcodes, etc.).
— Tech Savviness: newer and well-maintained machines print better, period. Variable data is a must for direct mail campaigns. File sharing is essential for designers and printers: DropBox, WeTransfer, FTP Site Upload capabilities, Google Drive are all key tools for business. Keeping Adobe Creative Suite up-to-date is important. Marketing professionals need a commercial printer who can keep up — does yours?
— Flexibility + Capability: how resilient is your NYC Commercial Printer? With technology quickly advancing, can they keep up? Your commercial printer needs to be able to handle whatever you throw their way! Juggling the setup of 764 personalized mailer cards from 8 different mail lists, while running color corrections on your large format vinyl banners, at the same time preparing distribution of your run of 100,000 marketing pamphlets to global markets — your commercial printer works to alleviate your stress, and not add to it! You should never question if you’re ‘throwing too much’ their way.
— Continuity: how capable is your printer at each step involved in commercial printing? What is your printer’s speed to market? It’s a measure of understanding of the entire process, and continuity is an essential skill of a good commercial printer.