Methods of Reaching Sunnyvale Customers
Marketing refers to all the processes and activities associated with
promoting the sale of products or services, with focus on acquiring new
customers and satisfying existing ones. While marketing plans for medium
and large businesses can be very formal and based on extensive research
and analysis, most small businesses and organizations use a simpler
approach that often is defined by the amount of resources – money and
people – available to carry it out.
Planning Your Marketing and Planning What You Print
At the heart of the marketing plan is the system by which the business
or organization communicates with its target audience. In his book
Marketing Communications, John Egan, a professor at Middlesex University
Business School in London, defines marketing communications or marcom
as the process used by suppliers (of products, services, values or
ideas) to communicate with a target audience. The goal of the
communication is to stimulate dialogue that will lead to developing a
Marcom encompasses a wide range of possible activities,
personal selling - being face-to-face with the customer or prospect
- direct marketing - sending promotional or sales material to a specific
- advertising - using various mass media to offer a promotional or sales
message to a broad audience
- sales promotion - offering incentives to purchase
- public relations and publicity - indirect promotion via third-party
Personal selling and direct marketing activities achieve their greatest
effectiveness when accompanied by collateral material such as sales
brochures and other product information, product data sheets, product
white papers, and visual aids (i.e., handouts)
to accompany sales
presentations. Typically these materials have a consistent message and
uniform graphic image that match the corporate identity as seen in
business cards, letterheads and envelopes.
We’ve discussed the importance of
well-written copy and professional graphic design to the success of
In this issue we’d like to remind you of another
element crucial to success – adequate planning and enough time to do the
Collateral material is a project. You may never have thought
of it this way, but to us, each of your collateral material pieces is a
project. It may be large or small depending on the end use, the target
audience and the budget, but it is still a project. The project elements
are the copy or text, the graphics (photographs, illustrations, charts,
graphs) and the design concept. All the elements must be in final form
and available before page layout can begin.
Whether you are doing the design and layout yourself or using our
graphic arts department, you’ll reach the conclusion – an attractive,
professional looking printed product – faster and with less cost if you
invest time at the beginning to plan the project.
Planning for a printed peice
Like you, we do our best work when we have sufficient time to proceed
deliberately and steadily through all the required production steps.
have adopted production standards – the amount of time it takes to
complete each step in the production process – so we can allow
sufficient time for the entire job and deliver your project on time. The
production standards are based on the capacity of our equipment with an
allowance for scheduling.
Should you encounter a special circumstance such as an unexpected sales
opportunity or an emergency that requires printing, we can generally
meet your request for a shorter turnaround time than our production
standards dictate. But we ask you to make this an occasional request
rather than a standard operating procedure. To help you plan, here are
our production standards: We allow one day for each department or
operation in the production process.
You can also ask Terry Doland
for the standard production time on your project.
When we reference our production standards, we are referring to the
amount of time it will take to produce the job once it has been released
for printing. If you are providing a print ready file, the production
"clock" will start after the file has passed preflight and the
production manager has accepted it into production. (Preflight is the
term for analyzing the file to be sure it will print as required.) We
preflight files within four hours of file submission and report the
results to you.
If we are providing design and layout services, we cannot commit to a
firm due date until you have signed off on the final proof and approved
the artwork for press. What this means is that you need to provide your
input (such as text, photographs and graphics) on the date we indicate
it is due. You also need to return interim and final proofs promptly to
keep on schedule.
Keep your options open
One of the consequences of not keeping to the schedule we give you is
that you limit your options. For example: if you are ordering 2000
copies of a full color brochure, it can be printed on either a high
speed digital printer or an offset press. Generally speaking, the cost
per brochure is lower for offset than digital printing. But offset
printing has one extra production step (making press plates) and
requires drying time before folding, so it takes longer in production.
By keeping to the schedule, you’ll be able to pick the printing process
that best serves your needs. By missing the schedule, you may eliminate
the option of offset printing.
It is especially important to keep to the schedule when the printing
project requires an operation such as die cutting, foil stamping or
blind embossing done by one of our vendors, or when we are acting as a
broker (such as when you are ordering advertising specialty items from
us). In these cases, we must abide by the schedule determined by others.
We factor this into the schedule we give you, so there’s normally not a
problem – unless you don’t keep the schedule.
Plan your work and work your plan
Make the most of your marketing budget by making a plan for printing
that includes enough time to get the job done right.
For any project,
we’re happy to prepare a written timeline that includes the dates when
you must submit materials to us. Especially if the due date is critical,
the timeline will make it clear to everyone what needs to be done to
ensure on-time delivery without incurring rush charges or other