Member Feature: A Real Crisis at 38,000 ft – What happens?
Flying over the north of Canada, the right engine of Transatlantic Flight TLV 307 has shut down, a passenger has suffered a heart attack and a critical warning light indicator comes. The pilot must land the plane at the nearest airport, which happens to be Gander, Newfoundland. What is the landing speed? How overweight are they? What is the runway length? What are the correct procedures to deal with the critical component warning? Not alone do the pilots need cool heads in such anemergency, they also need the guaranteed backup of the printed operating instructions and procedures. That is where a company like Print Depot come in.
Competitive airlines drive hard bargains and when you combine these two driving forces of value and dependability, it is no wonder that Print Depot is the preferred print supplier for pilot manuals for a number of major airlines. This month we interview TAB member Frank O’Donnell, co-founder and partner of Print Depot Dublin for over twenty years.
How did your background with an international electronics firm help you to
establish a leading print company?
International corporations require total reliability, minimal disruption and an exceptional standard of work. An understanding of these needs, coupled with our continuous drive to deliver a quality service and to build long lasting relationships with our customers, has helped us to achieve success and to continue on the right path. As Henry Ford once said: “Quality means doing it right when no one is looking.” Print Depot has been providing many companies with expert care and attention for over twenty years in order to assist them in delivering their message in the most effective way.
How could the lowest cost bid potentially cost you more?
There are lots of communications between a purchaser and supplier of print materials before the final delivery takes place. If this volume can be reduced without any compromise in quality its a win-win for all parties. Choosing a trusted expert printer with the depth of expertise to both advise the customer, take initiative and prevent mistakes early in the process saves time and energy, and costs less in the long run.
Why does it pay to go direct rather than using an agent?
The agent is motivated by commoditising the printer to compete on price and therefore maximising their own margin. One of the significant overall costs is that of printing errors, which the agent will generally transfer to the client. An additional communication layer is created: from client to agent to printer. Each layer of communication costs time and money and creates additional opportunities for confusion and disagreement, and so the direct option is usually the most effective one.
What impact do you think the GDPR has made on the print industry?
The GDPR has significantly increased the obligations and responsibilities for organisations and businesses in how they collect, use and protect personal and market sensitive data. One of the biggest challenges for the printing business will be ensuring that information is processed securely. Printing companies collect and use large volumes of data and it is our responsibility to ensure that it is protected and managed properly. Our experience and knowledge from over twenty years working in the area have enabled us to effectively and responsibly manage data and fulfil our obligations for GDPR compliance.
What are the macro trends you see happening in recent times in what your customers are buying?
We believe in the mantra that when quality counts, deal with the experts. This philosophy is what has driven us for the past two decades. Print has grown and developed exponentially in recent years and like many other industries, it has embraced technology in its growth. Whether it is a Promotional Product (Pens, Keyrings, Pull-Ups, Cups, Umbrellas) or general Marketing Collateral (Brochures, Leaflets, Letterheads, Business Cards), they are all delivering a vitally important message for the company they represent and move customers from awareness to trust in a brand.
The resurgence of books and vinyl is well underway. What would you predict for the future of print?
In a culture of fast pace and screen fatigue, the importance of paper and the tactile feel of a book are not to be underestimated. Indeed, the general consensus seems to be that well packaged promotional material arriving on your desk is more likely to get noticed than one of the endless emails in a day. Your business needs to stand out in a competitive and crowded market. The more you can contrast and differentiate how you deliver your message compared with your competitors, the better chance you have of winning more business. Great quality print materials are increasing their market share once again, particularly as social media and digital communications become overwhelming. It’s all part of a growing trend of 3D marketing.
How has TAB helped your business?
The opportunity to have experts observe our business from a unique and fresh perspective has been vital. Our TAB facilitator draws upon practices from across the globe and advises us in a manner that encourages confidence to take risks and invest in our future.
Print Depot, Unit 2D City Link Business Park, Old Naas Road, Dublin 12
Print Depot.……….Experts in Printed Communications