Web-to-Print -- Get Clients Invested

“Printers seem to think that you have to give everything away,” bemoans Rod Key, founder and CEO of R and R Images in Phoenix, and a veteran at providing customers Web-to-print solutions. “You have to look at its value to clients from a marketing standpoint. The printing part is really easy, but the message and creative may be very important. It’s a solution and, whether you paid $10,000 or $200,000 for it, you need to ask yourself if it makes sense to just give it away.”