Editor's note: The following letters are part of discussions that took place on DMIA's members-only broadcast email system.
Working With Advertising Agencies
We've worked with advertising agencies on behalf of some of our larger clients. It most cases the agency has developed some major marketing plan which has a collateral printing component, as well as media, magazine and so forth. We've been brought into the mix downstream, to handle the smaller jobs such as newsletters, labels, event invitation packages, and other high maintenance and quick turnaround items that agencies have neither the expertise nor the desire to get involved in--the "little stuff"! The good news is we end up with most of the reorders even if the agency originally handled the printing. So I see being brought in on the front end as an opportunity not to be passed up. Also, agencies are notorious for overpricing the printing. It's their last chance to make up for underestimating the design. I've been told that commercial printers generally only give what is termed an "agency discount" of around 10 percent. If the agency then adds on 20-25 percent, it ends up over the market without adding make up costs! As an expert in the field, you are in a unique position to look out for the best interests of the client, not protecting the profit margins of the agency. You'll be the hero! The downside to working with agencies is that they are famous for designing things that are almost impossible to produce. Your being there from the beginning can help immensely in that area.
Robert Morris
Owner
Techniform
Mission Viejo, Calif.
Our experience as a supplier to ad agencies has not been favorable. The smaller ones weren't well-run organizations and thought nothing of discounting our invoices to them. Getting paid was challenging. The larger agencies seemed to underestimate our value to the equation. Further, many agencies view us as a threat probably because we can provide many of the same services. We are marketing ourselves as an alternative to ad agencies in the area of print design. With customers demanding value for their services these days, we see this as a better long term marketing plan.
Robert O'Connell
President
Vanguard Direct
New York City
Vacation for Salespeople
In 10 years of working straight commission for a $5 million distributorship, I took much time off. Some of it lasted seven consecutive days, but for me it was never a "vacation." Those who have the greatest responsibility and who take the service of others seriously never really get a vacation, do they? A change in routine in a different part of the country or world doesn't change who you are or the level of expectation that others have for you, nor does it permit you to fully escape the gnawing that we all feel when we're away. If you have committed people, they not only deserve time off to "sharpen the saw" but they equally deserve, in my opinion, the latitude to determine how much sharpening is necessary and when it should happen. If better, more committed people can be found, find them. If they don't take adequate time to get refreshed...beware!
Marc Laucks
Independent Representative
York, Pa.
Developing a Benefits Package
When it comes to developing benefits packages, you should consult a Human Resources person in your state before you come up with anything concrete. The laws are different depending on where you do business. In California, you cannot have a use it or lose it policy for sick leave or vacation. The smartest thing you can do is put together an employee manual that lists all of your policies and have the employee read it and sign it. There are many good software programs out there to create an employee manual, but I would still have it reviewed by an attorney and an HR person to make sure you comply with all laws regarding employees. One mistake or one employee who is vindictive can cost you a lot of money.
John Dunbar
President
On Demand Direct Mail
Napa, Calif.
Talk to Us
We encourage feedback about stories published in Print Solutions, as well as in DMIA's E-Weekly and Independent Management Report e-newsletters.
Question of the month: What must happen in order for your company to exceed its 2005 sales goals?
