Outsourcing print to a mailing house like Baker Goodchild is not a new concept; it’s a tried and tested method of delivering high quality print.
Baker Goodchild provides a high quality print service, which is convenient and low on cost, with many added benefits. We ensure all relevant factors are carefully considered (e.g. green credentials, price, quality, deadlines management, etc.) and have ongoing partnerships with 20+ printers, ensuring the best printer is selected based on the requirements of each job.
There are many reasons to outsource to Baker Goodchild including access to 20+ printers, delivery of print through an ISO quality process, access to print advice (including artwork preparation) and expertise, reduce printing buying fragmentation, realisation of cost savings, improve speed of delivery (including urgent jobs), delivery of high volume print runs and also data manipulation support where required.
Direct mail and print – an ideal marriage
Direct mail and print, they really do make the perfect marriage when managed correctly. Get the print wrong and all the effort is wasted as the mailshot will achieve below expected returns. Therefore it’s important to ensure the quality of the print and the materials are perfect and appeal to the target audience.
Some have been forecasting the death of direct mail, but this is far from the truth. This is largely because the direct mail marketing has been transformed by modern technology and particularly the personalisation opportunities delivered through variable data printing (explained later).
The direct mail fulfilment process heavily involves print. Read our related article for more details about the fulfilment process.
Digital and variable data printing
The print market has changed in recent years with a swing from traditional offset litho printing to the newer digital printing methods. Baker Goodchild specialises in both and can advise which method is suitable for each print requirement.
Digital printing explained at its simplest is the printing of a digital image to a variety of printers, most typically inkjet or high volume laser printers. The digital image is designed using a tool such as InDesign, Adobe Illustrator or Adobe PDF.
Although the cost of digital printing is higher per page than offset printing there are lower set-up costs (e.g. printing plates), so this form of printing is particularly effective for smaller production print runs.
There are many benefits of digital printing. These benefits are explained in more detail in our digital printing article but in short include cost-effectiveness, excellent print quality, green friendliness, easier ability to later modify, rapid turnaround of print, the ability to deliver smaller batches, the ability to reduce print stock levels and also the enablement of variable data printing.
Variable data printing is a particularly effective form of digital printing we provide here at Baker Goodchild. Variable data printing is the simple insertion of variable print text (e.g. the inclusion of text and images) within a print campaign. The majority of the print will look the same, but areas of the print will have specific personalised print added, e.g. a customer’s name and address.
Examples of variable data printing applications include address labels, inclusion of codes (e.g. discount/voucher codes), the inclusion of PURLs (e.g. a personalised URL to track responses at an individual customer level) and even the inclusion of images personalised to the customer’s previous interests.
Variable data printing is centered on personalisation, which is one of the ways that organisations can maximise their investment in direct mail marketing campaigns.
Maximising green/environmentally friendly print opportunities
An essential part of print management for most organisations is adopting a green/environmentally friendly print approach. Yes, responsible print management ensures that environmental principles are included in the design stages.
The green disposal of print materials is important, so always recycle waste posters, magazines, leaflets, letterheads, etc. There are security benefits in doing this too.
Green materials sourcing helps too, so look to buy from renewable sources (e.g. paper), materials which are 100% bio-degradable (e.g. polywrap), recycled materials (wherever practical), e.g. envelopes, letterheads, etc. Also, always try to ensure there were a limited number of chemicals used in the manufacturing process (e.g. chlorine free).
The print industry has various accreditations to look for when selecting a print partner, these include ISO9001 and ISO14001. Baker Goodchild complies with both of them.
Print savings with Baker Goodchild
Sustantial sevings (oftern up to 30% can be achieved through outsourcing print management to Baker Goodchild. We will advise on the best print method for the specific job. Our bulk buying power will help command a great price for your print jobs with our value added expertise thrown in too!
Before calculating savings it’s necessary to calculate the true cost of internal printing, many customers can’t accurately calculate this, but Baker Goodchild can help to estimate an accurate cost. Cost elements to consider include interest payable on print stock; staff print process management costs, waste/scrap/obsolescence, the costs of printer hardware – software and supporting technologies and also the sizable costs of energy and power.
Savings on current process can also be achieved by deadline management. Baker Goodchild manages this process on behalf of clients to ensure projects are delivered correctly and on time.
Another area of potential saving is changes to specifications. Why pay for colour if black and white is good enough? Or why use glossy paper if it’s not needed? Baker Goodchild can investigate each print job and make cash savings along the way.
A print management service from Baker Goodchild
For print you can trust call Baker Goodchild on 0800 612 1972, we guarantee we can provide an excellent print management service tailored to your needs. By completing our contact form, we will have all your contact details and will be able to call you back to discuss your future campaigns.