Distributors and Private Labeling

As the telecom market becomes more competitive and rates continue to decrease, distributors are constantly looking for new ways to retain customers.

Once a design is determined, there can be numerous rounds of revisions including reviewing and editing copy, content review and color changes. The number of rounds of revisions varies based upon how many people need to review and approve the design and the design's complexity.

One increasingly popular method for distributors is private labeling cards for other companies. Private labeling allows the distributor the freedom to move quickly as new rates are introduced from various carriers. And, for the most part, distributors who print their own card have been successful.

Don't rush to finalize the project without carefully planning exactly what you want. You'd be amazed how many distributors call to have cards printed with absolutely no clue of what's involved. They think that cards can be printed and delivered in days, not weeks.

With this lack of understanding, they believe changes can be made after the job has been submitted. Wrong. Anytime a change has to be made, you return to square one. Don't attempt to print anything unless it's exactly what you want.

There are plenty of reputable people and companies in this industry who are prepared to help you from start to finish, yet there are other companies out there who only want to earn a quick buck and "ride off into the night." One needs to carefully screen any potential printer. Ask for references and always call them. Don't assume that because they're well known or still in business that their customers are satisfied.

When choosing a printer to handle your manufacturing needs, make sure that they can deliver what they promise. Always ask for the terms of the agreement in writing. If a printer hesitates, drop them quickly and find another.

Even if the printer is "top-notch," I tell customers not to put all their printing needs into the hands of one manufacturer. I advise that it's better to split your order with at least two vendors. If one fails, at least you have a backup.This may not be as cost effective, but can prevent the loss of a customer.

With all the latest innovations in packaging and plastics, it's hard to know what's best for your customer. Therefore, print up different cards to appeal to different markets. Don't just take a salesman's word for it.

When designing a card, put yourself in your customer's shoes. Is it a card design to attract you? Packaging and image are what makes a customer pick up your card for the first time, and a good rate will keep them coming back for more. Always look for a company that will recommend new ideas and be able to help with any of yours.