Restaurant promotions – Efficient and Cost Effective Printing Management – The Blame Game

The printing process for Restaurant Promotions or Marketing materials must be closely managed.  Mistakes or miss-communications can be very costly to your organization.  Rest easy, you do not have to be a printing expert to have a nice printed piece produced.  Even seasoned Marketing professionals can get in over their heads with printing industry jargon and processes, so be prepared to ask many questions and keep all correspondence in writing.  Meet with the printer personally and select paper weights.  Discuss matte or glossy finishes and ask to see examples.  Follow up on these discussions in writing, listing your selections.  Always provide the printer with your branding Pantone Matching System (PMS) colors.  This system provides a way to select exactly the right colors.  Never begin printing without seeing a proof.  A proof should look exactly like your approved artwork.  Keep this proof to compare to your final printed product.  It should match exactly.For quantities, be very clear about how many pieces you need and inquire about overs.  Make sure you agree on your +/- percentage of overs that you are willing to pay for.  Also, determine how the final product is to be trimmed and packaged.  For example, you do not want to print 5000 pieces for 10 restaurants and have all of the printed pieces come loose in one box.  Consequently, you will be paying an hourly associate to count out pieces.    If you are printing a very large quantity of pieces, ask about the roll paper size and how many copies you can get up and across the sheet of paper.  This can create some efficiency for you in your printing.  Also ask about trimming and cutting these pieces out and make sure it is included in the estimate.

Printing timing should also be discussed and outlined.  Most print projects are on a “hurry up” deadline. With the printer, determine the date you will see the proof.  How long will you have to get the proof approved to keep you on schedule?  How long will it take to make any changes and return a revised proof? Do they need a signed copy returned or can you email your approval?  Are there any ink-drying concerns or time allowances?  How will the final pieces arrive and are they able to send them in quantities to several locations?  If you have multiple destinations, create a spreadsheet for the printer.

If there are any discrepancies with the paper weight, color or general look of the final printed piece, a good printing partner will correct the mistake or give you a credit on your next job.  Keeping close management and documentation of discussions and choices will save you many expenses along the way.

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