Marketing Materials and the Marketing Manager: Convenience is Most Important
When it comes to choosing a vendor, Karen Ross, marketing manager at American Metal Market, looks for convenience.
Ross’ needs are a bit different from other marketing managers because she handles all of the company’s printing orders (besides the actual magazine). But what is essentially the same is the marketing manager’s need to print media kits, product announcements, brochures and other pieces as well as the need to keep costs low.
“Convenience is really important to me in a vendor,” Ross says. “I wear a lot of hats, and if a printer can handle my reprints, conference marketing, media kit, circulation marketing and mailing projects all with one point of contact, then I’m in.”
In her own words:
“Having one person to call for all of my printing and mailing projects really helps me stay organized, and that is so important when you are juggling multiple projects at one time. Also, the ease of uploading projects online is really important. I don’t have to mess around with disks or trying to email huge files.
I work with my designer to plan for standard sizes (keeping in mind the normal paper sizes and postage implications) and use paper that is normally on hand at the printer so that I don’t have to incur extra costs purely for design sake. So a printer that has a nice selection of papers in stock is important to me.
In my company, I handle all of our printed materials other than the magazine itself. The biggest difference between the needs of each department is where the service is critical.
Typically, our events marketing is going to a giant mailing list so for events, the mailing coordination is critical. The circ stuff usually goes direct to our magazine printer and has very specific deadlines so meeting those deadlines is critical for that department.