When it comes to professional printing solutions, the debate between using print brokers and online printers is as current as ever. Buyers are often caught in a crossfire of opinions, making it challenging to decide which path to tread. With myriad factors like cost, service and scalability to consider, the choice is far from straightforward, and we know how stressful the decision-making process can be.
The truth is, the answer is different for everybody. Each business has its own unique goals and vision for success. Choosing the type of print services you want to lean on will help shape that success, which is why we're here to explore two major options.
At Integra, we've helped build thousands of projects from the ground up since 2005 by working as a print management company, or print broker. So naturally, we have a tendency to see the strengths in this business model over others. That said, we know from experience that the print management model isn't the best fit for every single customer and every single job type out there.
Sometimes, an online printer is an ideal match. In those cases, we wouldn't want someone to get halfway through a project with us and wish they'd chosen an online printer. We would rather give you the tools and knowledge to make an informed decision about your situation and print requirements so that you can make the best choice right from the start.
To that end, we've done everything in our power to steer clear of all bias and present an honest, balanced comparison of print brokers vs. online printers. We'll explore key factors like:
- Cost
- Variety
- Customer service
- Ease of ordering
- Speed
- Problem resolution
- Scalability
By the end of the piece, you'll know the strengths and weaknesses of both options within these categories, along with who the "winner" typically is. You'll be able to confidently decide on your print services and move forward without all that stress the back-and-forth may have been causing.
Let's get started with a breakdown of how each business type works.
Business Model: The Core Difference Between Print Brokers and Online Printers
Before we consider specific facets of these professionals' operations, you should know exactly what each business model entails.
What Is a Print Broker?
A print broker acts as an intermediary between print buyers and printers, leveraging relationships with multiple trusted suppliers, vendors and print houses to find the best fit for each project. They excel in offering a variety of options and can navigate complex requirements with ease thanks to connections with printers across all specialties and equipment types.
The broker's strength lies in their personalized service, making them ideal for clients who value guidance and expertise throughout the printing process, or who would rather avoid heavy involvement in the print selection process.
Phrases like "one-stop shop" and "set it and forget it" may be clichés, but they certainly apply to the experience most professionals have working with print management companies. That said, you can be involved as much as you like if you're working with a top-notch print broker, who should value transparency and communication with clients.
What Is an Online Printer?
Online printers operate on a direct-to-consumer model, often boasting streamlined processes that enable competitive pricing for small projects. Their systems are optimized for quick and easy ordering, appealing to those who prefer a straightforward, do-it-yourself approach.
In a grocery store analogy, you could think of an online printer like the self-serve checkout. If you'd rather not deal with any human-to-human contact or answer any questions outside of an online form, online printers might be an awesome fit. You can visit the site, browse your options, make your selections, place your order, pay for your goods and then track your delivery all with a few clicks. Convenience never felt so smooth.
Cost and Variety: Balancing Budget and Options in Print
We've grouped cost and variety because they often go hand-in-hand. If you want a custom or specialized product, your price may go up. If you're fine with stock options, the opposite will usually occur.
Print Broker
Traditionally, print brokers have not been the go-to for small project costs due to their focus on tailor-made solutions and custom projects. However, they shine when it comes to variety, offering a plethora of printing options thanks to their extensive network.
On the other hand, let's say you have a large project on the horizon. It could be multiple steps, like a print-and-mail campaign. Or maybe it's a bulk batch of fairly specific pocket folders for your next conference, and you'd like foil stamping or another embellishment on the front to help your logo stand out.
In these situations and countless others, print brokers can step in, learn your goals and pair your project with the best professionals for the job. You'll speak with one contact or team only, and they will coordinate from that point forward until the exact project you envision is in your hands.
Online Printer
In contrast, online printers often provide better pricing for small projects, leveraging their high-volume, standardized production processes. Because they can keep materials on hand and workflows streamlined, they can save dollars on man hours, machine hours, make-ready processes, delivery fees and raw material supplies.
Good print management companies with an extensive range of vendors can often match online prices, but if you can opt for a stock option in small quantities to meet your needs online, you may as well save the effort of asking for price matching.
Unless you're looking to expand your prints later or take advantage of another benefit of working with a print broker, your small, simple projects — for example, an order of 100 standard business cards — might be a great chance to try out an online vendor and see what you think of their service.
The amount of choice and variety, on the flip side, can leave some customers wanting when they work with an online printer. These printers typically specialize in a set range of products for reasons already mentioned, which sometimes means sacrificing on your "vision" for a project.
Customer Service and Ease of Ordering: The Customer Journey in the World of Print
Once you've considered your budget and the type of materials you need access to, some of the next factors you might consider are customer service and the ordering process. Will a print broker or an online printer serve you best, and which will make this whole process easier for you? Let's find out.
Print Broker
Customer service is a cornerstone of the print management model. Print brokers provide expert advice, problem resolution and project management, prioritizing customer relationships.
The trade-off in some instances, however, is that this high-touch model can sometimes slow down the ordering process, as it's more hands-on and consultative in the beginning. This drawback won't apply so much with recurring orders, since your team will learn your preferences and the process will pick up significant speed and convenience after you've established that relationship.
When you work with a print management company, you'll likely work with one individual or a small team, who will do their best to find creative solutions for your materials, budget and timeline. The more detailed you can get about your expectations, the better, since a broker will work to meet and exceed those expectations.
You can think of a broker in this scenario like an extension of your marketing team, learning the ins and outs of your company's marketing goals to quickly and easily supply any printed products, signage or promotional items you need whenever you need them.
You must ask yourself how much this project matters in the grand scheme of your business. If you need it to go just as planned, without delivery delays or variation in quality, you'll want that extra touch. Your ordering process will be a bit more convoluted, but you can rest assured that any and all issues, delays and surprises will be well-managed by your partner in print.
While print brokers will do their best to make your job easier and minimize meetings and consultations related to your order, even a one-conversation transaction can't beat the convenience of a few clicks.
Online Printer
Online printers excel in ease of ordering, with user-friendly platforms that allow quick turnaround for standard projects. Their automated systems facilitate speed and convenience but lack the human touch when it comes to personalized service and problem-solving.
If you don't need personalized service and you don't foresee any issues with your print project — especially if you don't have much worry about timeline and returns/exchanges wouldn't throw your plan off — you have little to lose by trying this type of service out.
Let's say you visit an online site and find exactly what you need at a price point you're happy with. The truth of the matter is that you can save yourself some time and effort, especially with one-time purchases, by ordering online. Aside from a few individuals among us still resistant to technological changes, who doesn't love the convenience of a contact-less purchase that goes off without a hitch?
Speed and Problem Resolution: How Different Print Professionals Meet Deadlines and Handle Challenges
Speed is a huge factor in most print buyers' decisions. Problem-solving is a bit trickier, as it isn't a factor until it is a factor. Put more simply, you won't know how well problems are resolved until one occurs, and any printer worth their salt will avoid issues at all costs.
Speed and problem-solving sometimes do not intersect, but when problems do arise, they can wreak havoc on a set schedule. Let's take a look at how these two services compare on both.
Print Broker
For large projects, print brokers are adept at managing deadlines and ensuring timely delivery thanks to their personalized approach. Your schedule will quickly become their schedule, and they'll call on whatever vendors they need in order to meet your deadline.
While lots of lead time is always recommended no matter your provider, life happens. If you find yourself up against a seemingly impossible deadline and need your prints right away, your best bet is to reach out to a print management company and find out how they can help. They may be able to call on a vendor they know to have a slow period during your particular fiasco. Even if no vendors of that nature come to mind, brokers can usually find a vendor willing to make space in their workload if you pay a rush fee.
Wondering how quickly Integra might be able to turn your print project around? Click below to use our timeline calculator and see an estimate based on your project specs.
On the point of errors and issues, print managers are problem-solvers by trade and can provide custom solutions to unexpected challenges.
In fact, when you do business with a print management company, many of the common potential issues with print projects won't even be a blip on your radar should they arise. These experts will stay in the loop on your prints and pivot to other suppliers as needed if anything goes wrong. They'll also make sure your print files are formatted appropriately, point out any design flaws, choose reputable printers to carry out the work, provide quality control and monitor your delivery to ensure a smooth and flawless transaction from start to finish.
Finally, in the unlikely case that you receive the expected products from your print manager and notice errors, you'll have one point of contact who already knows the ins and outs of your project. Assuming you're working with a well-established, respectable print broker, they'll respond to your concerns rapidly and do everything in their power to resolve the issue.
Online Printer
The speed of small project execution is a highlight for online printers. They offer rapid processing times, which is crucial for clients on tight deadlines. You won't necessarily see the same speed in the case of bulk batches, but that depends on the particular online printer you choose to work with.
In most cases, an online printer will serve you incredibly well on the speed front if you need standard materials. Uncomplicated small-batch orders can be turned around with an astounding speed — sometimes within 24 to 48 hours. If you haven't yet established a relationship with a print broker, just getting to know them and explaining your project can take a full business day or more.
Many print brokers will get back to you quickly when you fill out a form or give them a call. At Integra, for example, we strive to meet a set of standards called The Integra Way, guaranteeing a response within a maximum of 24 hours during a business week.
However, when it comes to problem resolution, the impersonal nature of online transactions can sometimes lead to generic solutions that may not meet your specific print needs.
Scalability: Which Print Model Can Better Grow With Your Business?
If your decision centers entirely on your next project and you don't anticipate any further needs, you can skip this section altogether.
If your business is like most, however, and you think you'll continue your signage, print and promotional marketing, consider how scalable you want your solution to be. Better to make a selection that suits you now and in the future than to put the effort in now and have to reconsider your choices a month, year or decade down the line.
Print Broker
Print brokers are well-suited for scalability. Their model is built on relationships and understanding client growth patterns, allowing them to adapt and recommend solutions that can scale with your business.
The bottom line is that you'll never be able to outgrow a quality print management company. Because they work with a wide range of vendors and strive to regularly develop new relationships with reputable suppliers, they're able to stay up to date with emerging print technologies and products faster than a print house or online supplier could.
If you need to scale up or down in your print or even direct mail needs, an established relationship with a print broker will serve you well. You'll be able to call upon them when your budget changes, a new marketing challenge arises, your competition does something you'd like to match or any other common business development takes place.
See a shiny postcard you'd like to emulate in your next direct mail campaign? Feel a quality paper type you think would work better than your current catalog paper? Need to lower your print spend without slashing your marketing effectiveness?
In these situations and thousands more, print buyers working with brokers need only lift a finger to dial those print managers and express their new goals and guidelines.
Online Printer
Online printers may offer scalability in terms of volume, but they're usually less flexible in scaling their scope of services. Their standardized processes are designed for efficiency in timeline and delivery as well as volume, but may not cater to evolving business needs that require customization.
Let's say your business does 99.999% of its operations online, including customer engagement. The only print work you need is a yearly reprint of the business cards your employees hand out in rare instances when a potential customer shows interest in person.
We almost always recommend a print marketing strategy even for online businesses — but that's a conversation for another day.
In this case, your print needs are set. You know what you require, where to order it, how much to order and how to set the specs up with your online printer. You're more than likely to be well-served by your printer in this and similar situations, and you won't need to work with anyone to get it done.
If your scaling happens only in the sense that more employees come on board and require their own stack of business cards, you're probably safe to stick with an online printer you trust. Let's face it — having your order just a few clicks away at any given moment is an appealing option in our fast-paced world!
Who Might Be the Best Fit for Your Current and Future Print Projects?
When you're deciding between a print broker and an online printer, consider your business needs, project size and the level of customization you expect. If you prioritize personalized service, variety and scalability — especially if your projects are typically complex and large-scale — a print broker could be your ideal ally.
On the other hand, if you value cost-efficiency, ease of ordering and speed for smaller projects, an online printer might be the way to go.
Ultimately, your choice will hinge on the precise needs of your business and the value you place on each aspect of the printing process. By weighing the benefits and limitations of each option against your project requirements, you can select a print solution partner that aligns with your goals and facilitates your success.
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