Determining Print Quantities

You’re excited to finally have your farm image designed (or re-designed). You like your graphic image, logo, colors, tagline, an overall layout, and the paper stock you have selected for what will become your farm identity package. You begin to contact printers and their first question is, “What quantity do you want?”

Beware of increasing the quantity of your print order just because the price difference between what you have planned to buy and the next higher quantity is minimal. Two factors to consider before you answer this question are need and cost.

How much letterhead and how many envelopes and business cards will you need? In the planning stage of this marketing effort, consider how you will use these items in the next two years. If you know you will be doing multiple mailings, or attending several shows and events, or sending lots of follow- up correspondence via regular mail, chances are you will need to bump up your print quantities.

To determine quantity, add up volume for all uses you anticipate within two years, add up to 1/4 more, and then order that amount. Do not overbuy by thousands or you may be shredding them for bedding, but do get enough you will have an ample supply until you need more or revise your image.

Print job cost can vary depending upon a number of factors. The more colors in your image, the more expensive your print job will be. Factors beyond ink that can affect price are layout charges, paper stock, batched jobs, rush orders, and delivery charges. The type of press your job is run on can also affect cost.

Some print jobs are now done digitally so professionally, it is hard for the layman eye to tell the difference. Colors may not be as good and sharp, but again, it varies by quality of equipment. Look at other things the printer has done both digitally and on the press, and determine if this more cost-efficient method can still give you the look you want.

Get three bids before you decide on a printer for your stationery package job. Look at examples of similar jobs by each printer you are considering. Once you have selected a professional printer, it can be helpful to have your designer send the printer a color proof, so the printer can match ink and adjust the press to give you exactly the colors you designed.

Once your job is printed, leave a few business cards with your printer, both to use as examples (some even display select packages – suggest they do yours), and to pass along to others. Remember, ANYONE who knows you can be a good opinion influencer who sends referrals to your farm!

Julie Wassom

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