Delivery: Too Often an Overlooked Piece of the Marketing Package

harlanwestblogphotoBy Harlan West, Design and Marketing Professional with more than 25 years of experience designing materials for major healthcare organizations, municipalities and large corporations.


Too often a publication can be beautifully designed and printed but the delivery goes a-rye and makes the project a complete failure. For instance, I once had a client use a very high-end marketing kit for a press conference on delivery-trucka huge federally subsidized underground railroad system.  We designed a beautiful promotional kit for the event. At the event were to be lots of VIPs including U.S. Congressmen, Senators and various other federal, state and local government officials.  All steps were taken to ensure that this was an exquisite piece with optimum print quality, a press check, aqueous coating and a special spot color plate.  No expense was spared and no corners were cut. The piece looked great.

Then came the delivery…

Unfortunately the final delivery was attempted but the driver took a wrong turn and arrived at the venue after the event occurred. Needless to say the client was quite embarrassed due to the actions of one individual in the mix. Luckily we did not hire the printer but had merely provided the names of several good local printers. Nonetheless, everyone looked bad since the end-product was basically rendered useless.

Here’s some very simple suggestions to avoid delivery disaster:

1. Be sure to ask the client, “Is there a hard deadline such as a conference, board meeting or other public gathering?” Always request projects back from a printer at least a day or two before the actual event.  Waiting till the morning of an event for the delivery is just too late.  You don’t want to end up with egg on your face!

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