There’s a feeling you get after stepping off a merry-go-round that describes the current commercial printing industry quite well—a little dizzy from the ride, objects off in the distance a bit blurry, and with an unshakable hunch you might tumble. Due to a shaky U.S. economy and several poor fiscal quarters, it’s hard to see clearly the future of the printing industry, though many believe product prices are likely to climb through 2024 and beyond.
Presentation folders are no exception from feeling the pinch. Long favored by businesses as a reliable tool for organizing professional documents, these folders are now feeling the impact of the same market forces affecting other printed products.
In the past, folder prices were stable and riding the relatively safe ebbs and flows of a securer American economy. However, customers have recently observed a significant rise in prices, sparking questions about why they’re now paying more at checkout. Mostly to blame is a particularly bad spell of inflation which, after decades of running below 3%, has increased substantially since 2021.
One of the most inflation-affected areas of the printing industry is the cost of materials essential for folder manufacturing. Wood pulp, the material all paper is made of—and in turn, paper folders—is heavily burdened by rising mill and freight costs. This persistent rise influences everything from your paper cups to office supplies, making most products that use this resource increase in price by double digit percentages.
Taking up an equally large piece of the ‘expense pie’ is logistical and transportation fees. Global supply chain disruptions represent one issue as they’ve ratcheted up the difficulty in sourcing raw materials, then getting them from where they are to where they need to be. Complicating this, increased fuel costs directly affect shipping rates. They make transportation more expensive for raw materials and finished products upon shipping. When your shipment enters an urban area, usually near the end point of its journey to your address, last-mile delivery costs tally up additional fees where traffic congestion and delivery regulations are common.
Lastly, like most businesses tied to manufacturing and distribution, a need for more sustainable production methods often pushes for eco-friendly alternatives, which come at a premium. You don’t have to be an eco-friendly buyer to feel the squeeze of unfriendly prices; in many cases, consumer preferences for greener products can lead to higher prices for the non-green variety, with companies seeking to align their offerings with the perceived value of eco-friendly products. It’s a pressure to compete with sustainable options that often results in a reevaluation of pricing for all folder types.
As the American economy begins to normalize, the sticker shock of certain folder products should ease into something more affordable. But one entrepreneur in the printing industry isn’t waiting for the economy to turn a leaf, as his company is finding ways to mitigate costs for its customers right now. Vladimir Gendelmen, the owner of CompanyFolders.com, a commercial printing shop specializing in custom pocket folders, has offered to share a few of his secrets to staying financially healthy in these uncertain times.
“We’ve set up a dedicated machine to produce one of our most common presentation folders, so the printing process runs all day without needing to change the setup,” said Gendelmen. “It allows us to maintain efficiency and high output. We apply the same process to our foil and PMS products, which are among our most popular folders. By streamlining production for these popular items, we promise consistent quality while reducing runtime, ultimately helping us meet customer demand more efficiently.”
Additionally, Gendelmen introduced a ‘Max Saver Discount,’ a deal that lives up to its name. By participating, customers can take advantage of the company’s largest discount to save money, upgrade to a more premium product, or explore additional customization options. In return, the company asks for a small favor—help spread the word about their family-run business by including a brief message on the printed product. Through collaboration, both the company and its customers can benefit, while continuing to provide high-quality presentation covers.
In the tradition of saving customers big at checkout, Company Folders also offers a line of ‘Money-Saver’ products—or, pocket folders designed with options that save money but preserve quality. An example of a customer experience might look like this: one imprint method selectable (four color process printing, offset PMS printing or foil stamping), one printed side (includes front and back covers, and on the pockets), and foil stamping limited to one area.
Last, but certainly not least, Gendelmen offers free shipping incentives to customers hoping to save. He explains, “This strategy boosts our shipping volume with UPS, which significantly lowers our rates.” By taking shipping fees off customers’ hands, Gendelman also fosters customer loyalty, as free shipping becomes an additional incentive for repeat business and larger orders.
Economic instability isn’t pleasant—it stinks when customers are forced to pay more money for the same product. But by streamlining production and offering money-saving attractors at checkout, Gendelmen has shown that operating efficiently (while ensuring the customer feels heard, especially where their wallet is concerned) is very doable.