Promotional Item Sourcing, "Printing" and Fulfillment

When most people think of printing, the mind often conjures up images of ink on paper, from the pages of a book to a vividly colored poster. However, the world of printing is far more versatile and exciting than this, especially when it comes to promotional items. Buyers of promotional items can benefit from partnering with a supplier that has the expertise to source, "print" and fulfill the items required in the timeframe needed.

Sourcing the Items

The first step in promotional item printing involves procurement of the items to be printed. Items can be sourced locally, nationally, in neighboring international markets or in far off markets. The manufacturer or distributor chosen depends on the rarity of the item, quantity required to be produced, the amount of personalization needed and the turnaround time requested by the client.

Once the items are sourced, printers need to consider the different methods that can be used to apply the required images, lettering and logos.

"Printing" the Items

Promotional item printing extends far beyond the confines of printing on paper. Providers can create custom promotional items by utilizing a range of methods, each tailored to specific substrates and the type of image being applied. Some these methods involve ink and others use pressure, heat and other processes to transfer images onto or into the substrate:

1. Screen Printing

Screen printing, sometimes also called silk screening, involves using a stencil or "screen" to apply a single-colored ink onto the substrate. Each color requires a separate screen. This method is commonly used to add logos and designs to apparel, bags, totes, and writing utensils.

2. Pad Printing

Pad printing is a cost-effective technique where an inked stamp transfers an image onto an item. It's widely used for adding logos and messages to apparel, drinkware, and writing utensils.

3. Stickers and Iron-On Decals

Stickers and iron-on decals can be digitally printed in full color and then applied to a variety of items, from apparel to bottles of hand sanitizer.

4. Dye Sublimation

Dye sublimation is a complex process involving wide-format printing, a specialty die, and transfer paper. The image is heat-pressed onto fabric, causing the solid ink to be turned into a gas which infuses the cloth fibers with color. This method is perfect for producing photo-quality images on polyester-based items like table covers, lanyards, and face masks.

5. Laser Etching

Laser etching uses a laser beam to engrave the shape of a logo or image into various surfaces, including metal, wood, ceramics, and glass. It doesn't involve ink or printing and provides a precise, clean finish.

6. Embroidery

Embroidery employs computer-driven sewing machines to transfer a logo or image onto cloth surfaces. Multiple colored threads are used to create vibrant images, making it ideal for towels, apparel, and other cloth items.

7. Debossing and Embossing

Debossing and embossing involve using metal dies to press logos or images into surfaces made of materials like paper, metal, faux leather, or leather. Embossing raises the image, while debossing sinks it into the material.

Fulfillment of Promotional Items

The physical space and manpower required for fulfilling completed promotional items are often overlooked but crucial factors. A reliable provider would have efficient warehousing, kitting, packaging, and shipping capabilities. Their ability to store, assemble, pack, and ship your items accurately and promptly is essential for smooth and successful marketing campaigns. This logistical prowess ensures that your promotional items reach their intended recipients in excellent condition and on time. It's a critical component that minimizes headaches, allowing you to focus on your marketing strategy while the provider takes care of logistical details.

Parker Lake is a veteran of the document management industry having spent the earlier part of his career with Bowne & Co. as a financial printer and electronic data room provider.  After several years away from the industry during which time he became licensed in life insurance, health insurance and annuities, he has returned to the world of document management.  Reach out and connect with Parker on LinkedIn at linkedin.com/in/parkerlake.