How does a “print broker” differ from any other print professional out there? And what difference would it make to you as a print buyer, to work with a broker instead of a typical print house?
At Integra Graphics Synergy, we’ve been operating as a print broker throughout the United States and some parts of Canada since 2005 — which means we’ve answered this question thousands of times for interested print buyers seeking a better model.
We thought it might help to answer them here, so you can learn about print brokers without needing to reach out to a salesperson first. While we love the model and fully believe it can help almost any business with their print marketing, we’re fully aware that it’s not the right partnership for some companies.
Nobody knows your business better than your businesspeople, so here, we’ll lay the information out as clearly and unbiasedly as possible so that you can make the right decision for your unique operations. You’ll learn:
- What “print broker” actually means
- What print brokers do
- How print brokers differ from traditional print houses
- When a print broker might be the right choice for your business
- When a print broker might be the wrong choice for your business
Let’s start by defining the term.
What Does “Print Broker” Actually Mean?
A print broker acts as an intermediary between clients (print buyers) and print manufacturers. Unlike a traditional print house that may specialize in specific types of print jobs or materials, a print broker has access to a wide network of suppliers. As a result, they can source the best fit for your project in terms of quality, cost and turnaround time.
Essentially, a print broker is your personalized consultant and project manager for all things print.
What Do Print Brokers Do?
A print broker can evaluate your project needs, including budget, timeline and material requirements, and then find the most suitable print vendor for your job. They handle negotiations, oversee production and ensure quality control, acting as your advocate to get the best possible outcome. Their role includes:
- Sourcing quotes from multiple suppliers to ensure competitive pricing
- Advising on print materials and methods to optimize your project's impact and cost-efficiency
- Managing the production process, from pre-press to final delivery, to ensure deadlines are met
- Maintaining quality assurance, checking proofs and final products to ensure they meet your standards
The best way for a print broker to enjoy success and grow their business is by building relationships with reliable vendors and happy customers.
Repeat business from happy customers equals more jobs to send to vendors, who can then offer lower prices and better turn times to the broker knowing a steady flow of jobs will come in. That’s a win-win-win, and each customer’s full satisfaction is at the crux of the equation.
How Do Print Brokers Differ From Traditional Print Houses?
The key difference lies in flexibility and variety. A traditional print house may be limited by its equipment and expertise, typically excelling in specific types of jobs.
In contrast, a print broker can leverage a vast network, finding the perfect match for any project, whether it's a simple flyer, a complex promotional product or a large-scale signage endeavor. This flexibility often leads to better pricing, higher quality and faster turnaround times.
When a Print Broker Might Be the Right Choice for Your Business
Consider a print broker if you:
- Value having a single point of contact for multiple print needs
- Are looking for cost and time efficiencies in your print procurement process
- Appreciate expert advice on print materials and methods to enhance your projects
- Would like to order any combination of print on paper, signage, promotional items and apparel
- Expect your business to need printed work more than once
- Prefer an extension of your marketing department’s capabilities without actually hiring anyone
People choose brokers for a multitude of reasons in life. If you’ve ever purchased a house or shopped for insurance, you’ve likely crossed paths with a broker.
A print broker will take the reins in your print buying, advocating for you in the same way a mortgage broker would to make your life easier and find the best fit.
When a Print Broker Might Be the Wrong Choice for Your Business
Direct engagement with a print house might be better if you:
- Have very specialized print needs that require direct oversight from your team
- Rarely need printed work
- Need only small batches of prints
- Already have an established relationship with a printer and don’t wish to change
- Would rather hire an in-house employee to manage communications among different printers
When the time comes to make the decision, you should feel free to reach out to print brokers and print houses that have caught your interest to see how their particular business operates.
Is a Print Broker Right for Your Business?
As you can probably see by now, whether a print broker is the right choice depends on your specific needs, preferences and the nature of your print projects. Now that you understand the role and benefits of print brokers, you can make an informed decision that aligns with your business goals and ensures the success of your print marketing efforts.
At Integra Graphics Synergy, we're committed to providing transparent, tailored print solutions. Whether you choose to work with us, another print broker or a brick and mortar print shop, we hope this breakdown will help you navigate the complex world of print with ease and confidence.
If you’re still deciding whether a print broker is right for you, you may want to learn more about the benefits of print brokers and how they can help your business. Or, if you’re interested in Integra as a print broker and want to explore how we operate and what you can expect when you work with us, click below for more information!
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