In the ever-evolving world of print marketing, navigating the myriad options for your printing needs can be a daunting task. This is where print brokers step in, offering a bridge between your business and the optimal print solutions.
However, as with any service, working with a print broker comes with its own set of benefits and potential drawbacks. Understanding both can help you make an informed decision about whether a print broker is the right choice for your business.
Let’s take a look at the benefits, drawbacks and important considerations you should make before deciding on a print broker — if a print broker is the right choice for your business in the first place.
Benefits of Working With a Print Broker
At Integra Graphics Synergy, we offer print brokerage services, so of course we see the benefits in the model. We chose it because we've found it's the most useful to our customers and allows us to serve their needs most cost-effectively and expediently while maintaining quality. That said, we know you're not here for a sales pitch — you're here to learn the facts.
To that end, we'll start with the concrete benefits that we see in the vast majority of our own accounts:
- Cost savings: One of the most compelling reasons to work with a print broker is the potential for cost savings. Print brokers have a wide network of suppliers, allowing them to secure competitive quotes and often negotiate lower prices than you might obtain on your own.
- Time savings: Managing a print project from conception to completion is time-consuming. Print brokers can take on this project management role, coordinating between suppliers, designers and your business to ensure a smooth process. This expertise can free up your time, allowing you to focus on your core business activities. This particular perk makes print brokers an invaluable resource for busy professionals.
- Expertise: The print industry is vast and complex, with a wide range of materials, techniques and technologies. Print brokers will bring a wealth of knowledge and experience to the table, advising you on the best options for your specific project. Whether you're looking for the highest quality materials, the most cost-effective solutions or the latest printing innovations, a print broker can guide you through the choices to ensure your project's success.
- Customization: Traditional print houses may have limitations on the services or materials they offer. Print brokers, with their access to a broad spectrum of suppliers, can help you find specialized services or niche materials that perfectly match your project's requirements. This level of customization can be crucial for projects that require a unique touch or specific functionalities.
- Problem management: A lot of things can go wrong throughout the printing process, from broken down presses to unmet deadlines due to operator shortages. One of the most important strengths of a good print broker is their ability to pivot to a new supplier, technique or strategy to make sure your project goes smoothly no matter what hiccups arise.
Potential Drawbacks of Working With a Print Broker
We promised the truth about print brokers, and that includes pointing out flaws in the model that could cause issues for some buyers. These drawbacks don't apply to every print broker in the industry, but they're some common complaints you might hear from unsatisfied print buyers, and they're shortcomings you'll want to watch out for as you decide on your ideal print partner.
- Less direct control: Delegating the management of your print projects to a third party can lead to feelings of detachment from the process. For businesses accustomed to overseeing every detail, this shift can be uncomfortable. The indirect control might raise concerns about whether the final product will precisely match your vision and expectations.
- Difficulty finding the right broker: If you decide to work with a print broker, the success of your project will hinge on your relationship with that broker. Identifying a broker who not only grasps your specific needs but also shares your communication style and business ethics can be a time-consuming process. A mismatch in expectations or a lack of understanding can lead to frustration and suboptimal outcomes.
- Communication barriers: Effective communication is the cornerstone of any successful project. Working through a broker adds an additional layer between you and the printers, which can sometimes lead to miscommunications. Ensuring your requirements and expectations are accurately relayed through the broker to the printer requires clear, concise and oftentimes frequent communication.
- Dependence on a broker's network: Your project's quality and success are directly tied to the print broker's network of suppliers. If the broker's network is limited or lacks diversity, you might not get the best price or the highest quality. Additionally, if a broker strongly prefers certain suppliers, you might miss out on newer, more innovative or more cost-effective options.
- Hidden costs: While brokers can often secure lower prices due to their relationships and volume discounts, there's a risk of hidden costs. A firm understanding of your print broker's fee structure is crucial in avoiding unexpected expenses. Some brokers might charge a flat fee, while others take a percentage of the project cost, which can vary widely.
- Quality assurance: Relying on a print broker means trusting them to enforce quality standards with the printer. While reputable brokers are committed to delivering high-quality products, variations in quality control measures among their network can lead to inconsistencies. Ensuring that the broker has stringent quality assurance processes is essential to avoid disappointment.
Navigating the Challenges to Find a Quality Print Broker
Recognizing these potential drawbacks is not meant to deter you from working with a print broker but to prepare you for a successful partnership. Here are a few strategies to mitigate these challenges:
- Vet potential brokers carefully: Take the time to research and interview potential brokers. Look for those with robust portfolios, positive testimonials and a clear understanding of the print industry.
- Establish clear communication channels: Set expectations for communication frequency, updates and feedback loops. Regular check-ins can help ensure your project stays on track. Whether you'd like frequent input or just the initial contact and notice of shipment, your print broker should be willing and able to accommodate.
- Understand the fee structure: Discuss and agree on the broker's fees upfront to avoid any surprises. A transparent conversation about costs can help align expectations.
- Request samples: Ask for physical or digital samples of the broker's previous work to gauge the quality of their network's output. This process can also provide insights into their range of capabilities.
By carefully considering these factors and taking proactive steps to address them, you can leverage the benefits of working with a print broker while minimizing the drawbacks, ensuring your print projects contribute to your business's success.
Use Print Broker Pros and Cons to Choose Your Print Supplier
Working with a print broker offers a range of benefits, from cost and time savings to expert guidance and customization options. However, it's important to weigh these advantages against the potential drawbacks, such as less direct control over the production process and the challenge of finding a broker that's the right fit for your business.
It can feel like a daunting decision, but you can use this list of pros and cons to take your selection process slow and steady, finding the right fit for your team. By carefully considering each factor, you can determine whether you'd like to choose a print broker for your next print project or one of the other professional print models.
If you’ve decided you’d like to work with a broker for your printed materials, you may be ready to start looking at your options. The crew at Integra would love to be your print representatives, so we invite you to check out our blog post on what it’s like to work with us on a print project.
In the meantime, if you’re ready to get started on your next print project, reach out to us by clicking below!
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