Best Practices for Ordering Bulk Prints

Bulk printing offers excellent ROI for all types of marketing tactics. In terms of cost efficiency, it simply can’t be beat. However, it’s important to consider both the nature of your printed content and the time required for printing and shipping to ensure optimal results. So, whether you’re looking for catalogs, manuals, mailers, packing inserts, or any other type of promotional or informational print, this blog will help you get the most out of your bulk order. 

Plan Ahead for Volume

One of the biggest questions you’ll face when ordering prints in bulk is simply ‘how many copies do I need?’ Of course, you’ll need to order enough to pass the ‘bulk’ threshold in the first place and secure a reduced price per copy. But ideally, your order number will be more precise than just the minimum bulk amount. 

Taking the time to develop a comprehensive estimate of all the copies you’ll ever need prevents later reorders in sub-bulk quantities, which drive your average cost per copy back up. So, the first tip for optimizing your bulk order is to anticipate every copy you’ll need for the lifespan of the collateral to the best of your ability.

Next, bear in mind that shipping, storing, and distributing a bulk print order requires extra space and resources vs. sub-bulk orders. To minimize the amount of space monopolized by boxes of prints, we advise designing smaller for bulk print products and using standard sizes.

Finally, to ensure your bulk-ordered prints remain effective for the entire time they’re being distributed, curate your content with the print’s lifespan in mind. If you’re ordering 1,000 catalogs to be entirely distributed within the next fiscal quarter, then seasonal content or short-lived promotions make sense. However, if you’re ordering 1,000 catalogs to be handed out on demand over the next year or more, it’s better to avoid that type of short-lived content, since it may feel out of place or misleading for later recipients.

Understand Lead Times

To ensure your bulk print order is ready when you need it, talk to your print provider early. Let them know your plan for distribution, including:

• How you will distribute your prints (direct mail, in-store, trade shows, etc.).
• When/if you want them delivered to you. 
• When/if you want them mailed out by the printer.

Your printer will then be able to provide you with concrete deadlines for submitting your design and approving proofs. Generally, you should approach your printer at least six weeks before your desired distribution date. However, if your project is particularly large, complex, or timed to coincide with a busy season like the winter holidays, you should aim to give your printer at least two months' heads up. This will help guarantee your project stays on track.

Choose the Right Print Method

While digital printing can be a good solution for smaller print jobs, it’s generally not effective for bulk orders. That’s because, as copy counts rise, digital ends up costing exponentially more per copy than offset lithography. 

Specialty finishes should also be carefully considered for bulk printing jobs. Though they represent an added cost over standard print methods, eye-catching and emotive finishes also play an outsized role in bulk print effectiveness. This is because bulk prints tend to be smaller and follow standard dimensions, reducing opportunities to draw attention or communicate value through structure alone. Advanced finishes thus become one of the easiest design elements to play with for distinguishing your materials, appealing to your audience, and building your brand.

Communicate Clearly With Your Print Partner

Finally, here are the three most important details you’ll want to clarify with your printer to guarantee your bulk print order gets delivered without a hitch.

1. Share your desired distribution timeline with your printer. Specify how you plan to distribute your materials, particularly if you’re planning to use direct mail or a specific in-person event.
2. Confirm your printer’s expectations around file preparation. Follow their formatting guidelines exactly to prevent prepress delays.
3. Discuss the proofing process with your printer. Determine if a physical proof will be needed or if a digital proof will be sufficient. Confirm who in your organization will review and approve the proofs, and make sure they’re available to do so at the planned time.

Clear, consistent communication between printer and client helps ensure high-quality results no matter how many copies you’re ordering. Fortunately, when you work with Wallace Carlson, you can always count on excellent communication. It’s built into our operations as a key tenet of our Michelin-star-quality approach to service. From initial inquiry to final delivery, we’re never more than a phone call or an email away, ready to help you out with every aspect of the printing process. Reach out to our team today to get your next bulk print project rolling!