SALES, MARKETING, PURCHASING & ESTIMATING
Marketing Manager / Specialist
Marketing Managers are often responsible for influencing the level, timing, and composition of marketing communications to different audiences or consumer/business segments, utilizing a mix of different media. These often include print advertising, collateral/brochures, TV/radio, social media, digital marketing and public relations. Marketers focus on understanding the company’s cost structure and cost position relative to competitors, as well as working to identify a firm’s core competencies and other competitively distinct company resources. Marketing managers may also work with the accounting department to analyze the profits the firm is generating from various product lines and customer accounts.
Direct Marketing Manager / Specialist
The specialized skill of a Direct Marketing Manager (DMM) is focused on leveraging advertising and direct mailers that communicate directly to the customer, often personalized to their name, interests, purchasing history and/or affinity group. Their goal is to achieve an immediate purchase decision. Direct marketing emphasizes trackable, measurable responses from their targeted audience, regardless of the medium.
The Sales Rep for a visual communications company is its face to the outside world. The Sales Rep’s job is to create long-term relationships that result in purchase of the company’s service or product, thereby benefitting both the company and the client. The Sales Rep works with clients to maximize the buying power of their budget, meet the client’s objectives for increased market share or branding, and to deliver a quality product on time and within budget. Sales Reps’ responsibilities may include: prospecting strategies, multifaceted selling, cold calling, tracking campaign metrics, production/management interface, research, and strategy development.
Customer Service Representative
In printing companies, the CSR functions as a liaison between the printers and the customer once a job has entered the printing plant. If there are any questions or problems concerning a printing job, the CSR must be able to communicate fluently with the buyer and must understand the customer’s needs. Although a CSR does not operate production equipment, he or she must be technically knowledgeable about the entire printing production process in order to communicate effectively with customers as well as plant personnel. In other companies, such as internet or media, the CSR performs a similar interface between production/operations and the client.
Depending on the project type, the Print Buyer contacts various suppliers and asks them to bid on a project/job. These suppliers may include: printers, designers, copywriters, mailing services, and promotional companies. The Print Buyer’s goal is to purchase the best product/service at the best price with confidence in meeting delivery dates. The Buyer awards the job to the supplier(s) and works closely with them throughout the development, production and delivery process. A Print Buyer must be organized and able to work with a number of different people under deadline conditions.
Media Buying is the procurement of the best possible placement and price of a piece of media real-estate within any given media. The main task of Media Buyer lies within the negotiation of price and placement to ensure the best possible value can be secured.
The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted. Media Buyers can purchase spot, regionally, or nationally. National Media Buyers might have to factor in determinates based on a state by state basis.
This function estimates labor and material costs of printing and binding books, pamphlets, periodicals, and other printed matter, based on specifications outlined on sales order or submitted by prospective customer. The Estimator examines specifications, sketches, and sample layouts, and calculates unit and production costs, using labor and material pricing schedules, and considering factors such as size and number of sheets or pages, paper stock requirements, binding operations, halftones, number and units of colors, and quality of finished product, to determine cost effective and competitive price.
The Estimator collaborates with other departments to develop or confirm information regarding various cost elements. He/she may estimate cost of mailing finished printed matter if specified on order, and may estimate labor and material cost of specific phase of printing, such as plate making or binding.