Web-To-Print: Where Brand Consistency and Budgets Meet

For many businesses today, the marketing motto is keep costs down while maintaining brand consistency. This can be a challenge, especially when there are multiple locations with nationwide sales networks or various distributors. I have recently gone “under the hood” to understand Web-to-Print and determined the best application of this technology for businesses.

So What is Web-to-Print (W2P)?

Basically W2P is a document management and electronic storefront with an automated workflow for ordering print collateral with variable data fields. Simply put, it is way to order predesigned print materials with areas set aside for customized variables like logos, images, addresses, etc. When set up correctly, this type of solution can eliminating time inefficiencies and instantly communicate the price of each order with just a few clicks.

Are there Advantages to W2P?

This is not a good fit for all businesses. If you have just a few pieces and limited printing for each custom piece, you are better off just giving the printer the file directly each time. There is no cost savings by going Web-To-Print. But for those businesses that have multiple collateral materials and/or high percentage of order requests by employees for postcards, brochures, posters, business cards, letterhead, etc. and want customized personalization capabilities for their workforce, this can be a great fit. Below are some major advantages I found.

Time Efficiency

Businesses can cut there time in half in the procurement of printed pieces and eliminate the number of people involved in ordering. The employees can order exactly what they need without wasting their time coordinating the printing and garnering the approval by the appropriate channels. A predetermined workflow and notification system is set up so all who need to approve the order are notified.

Consistency of Brand

With this type of ordering, decision-makers can preset the areas that can be customized and determine what cannot be changed. This helps to ensure consistency of image or certain copy that helps preserve the brand.

Online Report Tracking

All orders can be tracked instantly through various reporting options so buyers or managers can keep track of individual orders, spending accounts and cost expenditures per department or individuals. This is a great check and balance to keep your business on track and on budget.

So is this right for your business?
Your bottom line may help you make the right call.