Web-to-Print : Hard Lessons Learned

Follow the KISS Principle

"The marketing people think that if they make it all-encompassing, they can then outsource their creation," he says. "It ends up backfiring; a franchise will try to convince a store manager to spend 30 or 45 minutes to design a customized brochure or postcard, but it's just too sophisticated for them. They're not marketing people; they've got a store to manage. So, we purposely try to talk people out of building it too intricately."