I go back far enough in the printing industry that when people were told that their press time was in 3 1/2 weeks, they shrugged their shoulders and set their marketing timeline accordingly.
That is obviously no longer reality, except for the largest of catalogue print runs, and even then people complain bitterly to have things done quicker.
What it amazing to me is that many people do not understand the true cost of speeding things up beyond the sense of what is reasonable. Â Corners get cut and mistakes get made.
Years ago I remember a client signing off a project in haste, that by saving a week to properly proof read, cost him an additional month to reprint and $175,000.00 in extra costs.
The adage measure twice, cut once was ingrained in me by my father many years ago. Â By creating time in a schedule to verify, it has always allowed me to make sure that my clients receive Tangible Evidence that they can not only be proud of, but will make them look good to their customers for years to come.
To me, this sign says it all. Â In marketing, like everything else in life, there is reaction to every action.
Take the time, up front to; understand what you are trying to achieve, what your budget is and what is a reasonable timeline. Â Â In the end, by having a strategy in place and goals in mind up front, we can help Get YOU Noticed! in a positive way.
