The other week we had a situation with one of our performing arts program book clients where they were in a bit of a pickle.
In this situation, the performing arts organization needed to have their covers (which happened to be part of their wrap) reprinted due to an unfortunate error on their end.
But the problem was that the way this particular agreement happened to be written, they were going to be on the hook for the cost of reprinting this wrap.
Furthermore, the cost was going to be quite significant because the wrap was for the balance of the season.
After our client discussed their situation with our publications manager, we went to work.
After securing a print cost for just reprinting the 8 page wrap at the quantity for the balance of the season, our publications manager also asked for a cost for 16 color pages at the same quantity.
Because of the print signature, adding an additional 8 pages would have been cheaper than adding an additional 4 color pages.
The thought on this was that if we’re going back to the press, which is a big part of the cost in and of itself, why not add more pages to sell into, and maybe cover the costs for our client.
The two print quotes were then brought to our sales department to see if there might be some additional sales that could be sold into these 8 additional ad pages.
The print quote for just the 8 page reprint was presented (which the client would have been responsible for) and then the print quote for the 16 pages was presented.
By presenting it this way to the sales department, they could quickly see what the sales target would need to be in additional sales to cover the cost of not only our client’s portion, but also now the 8 additional ad pages we were going to try to sell.
The sales team was rounded up to discuss any sales opportunities that might exist for this market.
After looking at everyone’s opportunities in Salesforce, sales decided it was a good risk to print the additional 8 ad pages—they felt confident that they could sell them.
Not only did they sell the additional 8 pages, they had to turn advertisers away!
After hearing about this situation, I couldn’t help but think that this must happen quite often within the performing arts industry, especially for the smaller organizations that might not have the publishing expertise in-house.
The good news is that these surprise costs can be fully recouped, or at the very least, lessened.
How we did it, and how you can too
- Assess the situation
- Get two print quotes
- Meet with your program book ad sales department
- Look at potential additional sales opportunities in your CRM
- Assess your risk, make a decision, execute
Needless to say, our client was very happy. And as our publications manager so succinctly put it, we were able to pay it forward. Good selling!