Only ten short years ago, hiring a printer involved a nice phone call to a local family-run establishment. Back then, my clients wanted me to handle all the technical details and the complicated printing lingo. But nowadays, most of my clients want to upload their files to some online printer themselves, thinking it will save them money.
But does using an online printer really save you money in the long run?
Know Better
When it comes to choosing your printer, you need to be informed of the positives and negatives associated with online vs. local printers. You want your brand and your business to look their best!
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Understanding Online Printers
Price
Pro: Because online printers offer only a few print mediums and only certain sizes, they can provide ganged digital and 4-color press printing for a cheaper rate than local printers.
Con: You are limited to only the paper, the press and the sizes they offer. Also, color quality may suffer.
Convenience:
Pro: As a do-it-yourselfer, you can upload your files right from your computer.
Con: You may not know all the terminology. So, you may find you got what you asked for, but not what you wanted.
Quick Turn-around:
Pro: Because online print companies have limited offerings, they can streamline their processes and get your job printed quickly.
Con: The faster the shipping, the more you end up paying. Unless you live in the area, you can’t pick it up yourself, either.
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Understanding Local Printers (Offset Printing)
Options:
Pro: You have options! Make your business image truly unique with better, brighter colors; thicker, high-quality specialty paper and die cutting.
Con…?: Yes, it’s a bit more expensive – but can you really put a price on standing out from your competitors and getting real attention from your target market?
Customer Service:
Pro: Unlike online printers, they have it. So you don’t have to wait 45 minutes on hold for a customer service rep to tell you that they can’t help you. Local printers have an experienced staff who can help you throughout the process, so you’re sure to find the right solution for the job.
Relationship:
Pro: Everybody likes people to know their name, their likes and dislikes. With a local print shop, they want to really get to know you and provide you with the best option for your company. You’re not just a job order number, your a valued person. And they benefit from repeat business and are eager to deliver the best quality.
Proofs & Press Checks:
Pro: You get proper Blue-line (to check content) and Color (to check color) proofs. With online printers, you have to pay to ship proofs (if they’re even available), or you can look at your work on-screen (which is very rarely accurate, and nothing compared to ink and paper). And press checks are great. When your job is on the press, you can request to see your project in the works. If there’s a problem, the pressman can “stop the presses,” make an adjustment and proceed. This option isn’t available when you go with an online printer.
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Save, but Don’t Skimp!
I do not believe in skimping on image – it immediately sends the wrong impression to your target market! Why would you pay to have a great logo and great collateral brand pieces created, only to skimp on the printing, making your product or service look unprofessional and, well, crappy? Not to mention, some business owners don’t even understand the meaning of “great graphics.” Instead, they use an online template, the exact same template used by millions of other cheap business owners who don’t know any better.
The Winner: Local Printers!
Though local printers cost more, they provide more value – it’s as simple as that.
But, if you’re going to go with an online printer, take it from me – not all are created equal. For example, there’s one out there that spams your email like crazy. And I just recently saw a commercial for one that offers a bunch of items for free…if you purchase something else first. STAY AWAY from those type of printers! They offer poor-quality printing on very thin paper. Your business and brand presence are worth more than THAT!
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