By Michael Grodin – ETMG Print Broker
When outsourcing marketing collateral, companies often choose a print house by comparing prices between providers and going with the lowest price. In deciding which print houses to compare, people frequently choose one that has been recommended by a colleague, or one that is close to their office. Neither of these scenarios will assure you the best options or price. The problem is that you tend to compare prices from the few print providers you know. Brokers, on the other hand, know many printers with a broad range of solutions. For instance, they are dispersed across a much larger geographical area, and several are trade printers who may offer better pricing and service than you can find on your own.
Printing presses come in a variety of sizes from very small to very large. Print brokers know the pros and cons of using different kinds of printing machines, and who runs them. What ultimately gets the best price is the print solution with the most efficient use of labor, ink, and paper.
Say, for instance, that your company in Santa Cruz is preparing a 16-page insert for an upcoming show at the Moscone Center in San Francisco. The local printers you get estimates from will quote your project based on their sheet-fed machine capabilities and the cost to deliver your materials. However, a print broker will know about a company in San Francisco that has a Web Press, which can do the job for a much lower price than any of the sheet-fed providers in the Santa Cruz area. If you go with the printer in San Francisco, you’ll save money on two different fronts. First, you’ll save money by using a more efficient press for the job you have. Second, the cost of shipping 500 pounds of paper from Santa Cruz to San Francisco would cost significantly more than the local delivery charge you’ll incur from the San Francisco printer.
Print brokers usually obtain more favorable pricing from the printer. Yes, it’s true that there is an “extra” cost to pay for a print broker’s services. However, printers often give print brokers more favorable pricing because they know how huge of an influence the broker has regarding which print house you ultimately choose. Print brokers receive a commission from the printer, and they elect to pass on additional savings to their customers. The bottom line is that when you use a print broker, you will be saving time and money.