AR, VR, and Other Ways to Use Technology in a Print Campaign

QRticketsFrom the affordable headsets that take users into another setting or world via virtual reality to games like Pokémon Go and even children’s coloring pages, technology is impacting the way we live and seek out entertainment. It may seem like virtual or augmented reality is firmly fixed in the digital world (and therefore of no interest to those who create and use printed pieces), but a surprising amount of technology can be incorporated into printed media.

Augmented Reality and Printing

Augmented reality technology provides an overly to the “real world” you can see via your phone’s camera, adding digital elements to the space around you. Pokémon GO is the best recent example of AR in action, and retailers like IKEA also use it to allow you to see what furniture pieces would look like in your own home.

Adding AR elements to your printed pieces gives people a whole new way to interact with your postcards, business cards, catalogs, and more. It also adds an element of fun and makes it more likely that the recipient of the piece will want to hang onto it and even show it off.

While not everyone will “get” AR right away, recent hits like Pokémon Go show that AR can be accepted by a wide group of ages and demographics. From including an interactive game in your materials (as Toys R Us did in a recent catalog) to using a playful mascot or other element, creative use of AR can help your printed piece make a splash in the real world.

QR Codes

Those little square barcodes are an ideal match for printed pieces and can bring visitors to your site. Since QR codes are designed to be read with a smartphone, you give the person holding your printed material the ability to visit your site in an instant. Use a QR code on your printed piece to link to a special offer, unlock content, or even provide additional information. QR codes are small and won’t take up much space on your printed materials, and incorporating one allows your prospects and recipients to interact with your business in a whole new way.

QR Codes and Virtual Reality

Immerse your reader in your printed materials by providing a QR code that links the viewer to a virtual reality experience or unlocks additional content. If you already have a VR showroom, game, or content, then making it easy for users to access it by simply scanning a QR code ensures you get plenty of extra traffic, without taking up space on your materials.

Variable Data Printing

This type of technology won’t change the look of your printed pieces, but it can help personalize the materials you create. Your customer won’t notice anything special about the printing, but they will think you’re really in tune with what they want and need.

The ability to create on-demand pieces that match your customer’s preferences boosts the likelihood that your offer will resonate with them. Used primarily in direct mail, but adaptable to other pieces, variable data printing allows you to target the elements used in a specific piece to the intended recipient. This technology is particularly useful for targeted marketing campaigns with a personal touch.

Adding a dash of high tech to your printed materials gives you additional ways to connect with customers and helps you get the most from your printing investment. Your pieces are also more likely to start a conversation, grab attention, and even be saved by the recipient, boosting their long-term value and ensuring your brand is remembered when your prospect needs something.


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To Grow or Not to Grow; That is the Question

arrowBooster Juice started off in 1999 as a one-store operation with a lot of questions about whether it would burn out as a fad. Their product was a juice smoothie (a fruit, vegetable, or plant-based drink shake). However, by 2016, Booster Juice had over 330 stores across Canada, and they are now looking at entering the U.S. market for even more expansion. How did this company go from one small outfit to a mega corporation franchise, and what did Booster Juice’s management do right to maintain growth successfully?

Dale Wishewan, Booster Juice’s owner, was a mechanical engineer by training, being naturally geared to decisions based on analysis. However, he also realized that just running a business by not taking any risks or having the cash on hand to pay for those risks, was never going to produce fast, exponential growth.

A Path for Growth

So, Wishewan settled early on franchising. The franchise decentralization of daily work and keeping an eye on the big picture kept Wishewan and Booster Juice on track. However, the fact that the daily store management was placed with franchisees who had “skin in the game” also meant that Wishewan didn’t have to worry about the loss of loyalty or control.

The above said, Wishewan still avoided high risk markets, especially overseas like China or South America. While these emerging market venues seemed to offer faster growth, the risk level was higher with control issues. Distance and language also presented major management hurdles as well. So, Wishewan wisely turned down those markets to continue growing in Canada alone. It was a smart decision proven by Booster Juice’s metrics and profit figures.

It’s All About the Plan

Scaling up is as much about planning and strategy as it is understanding one’s current capability and cash flow. There is no one aspect of business an owner or manager focuses on; it’s a multi-faceted challenge to meet the increased sales demand promptly and plan logistics correctly while not ending up going bankrupt in the process. As was seen in the above franchise example, not every opportunity was pursued. The business owners had to do some hard research and probability testing to determine which markets were their best choices for solid growth versus high risk and potential failure. By doing so, they avoided common mistakes in fast growth, such as over-commitment and unreasonable sales targets in the process.

Have an Objective Perspective

Exponential expansion can seem alluring, even addictive. After all, with accrual accounting, things can look pretty rosy for a business once projected sales are included in the numbers, and they’re boosting the revenue side of the accounting reports. However, cash is the killer that brings back reality like a bucket of cold water in the face. When payroll, supplies, liabilities, loans and leveraging can’t be paid timely because the projected sales haven’t materialized yet, a company can fold very quickly, even within a thirty to forty-five day time cycle, just from lack of cash. Ideally, a business should have sufficient resources to take on extra growth, but that’s not how real business works. Risk and taking logistical bets are common which makes planning wisely crucial to not betting the farm on “maybe” revenue.

Wishewan and Booster Juice provide a clear example of why, even with positive growth, a business owner or leader has to judge ventures carefully before jumping in. Sometimes some revenue opportunities do need to be passed up to stay successful overall.


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How to Combine Your Passion and Profession to Make Your Life Purposeful

passion

You have likely heard the adage, “Choose a profession you love, and you’ll never work a day in your life.” Although the thought of this has merit, sometimes, if a person’s passion isn’t something they can easily transform into a money-making endeavor, it can be a little unrealistic. Thankfully, there is more than one way to combine your passion with your profession to create a purposeful life.

Use Your Passion to Generate Income

We all seem to know at least one person who bought a professional camera and began making money by becoming a photographer. Their profession, of course, was combined with their passion for photography and is now generating income. Another good example of this is someone whose passion is music. They have many options when it comes to transforming that into a career. They can become a music teacher at a school, play an instrument in their local orchestra, give private lessons, or even play at places of worship, parties or weddings as a way to produce an income. These are just a few examples of passions perfectly suited for generating income. There are countless others, and we can all agree that “it’s a beautiful thing when a career and passion come together.” If you have a passion like this, congrats! Unfortunately, not all passions are equally conducive when it comes to generating income. There isn’t an obvious way to create a career out of every passion.

What to Do When Your Passion Doesn’t Easily Translate to a Profession

Let’s consider an example of a passion that would be less than ideal as a career. This could include being passionate about running, biking, or being focused on giving to the homeless, third world countries, or charities. Often, these are hobbies/passions that are practiced alongside a career and don’t ever become the career itself. Of course, there are some ways to use these passions to generate income. However, it’s not easy to make money working for a charity or by giving to the homeless. It’s also hard to get someone to pay you to cycle or run. That doesn’t mean you aren’t allowed to live out your passion, though. You just might have to get creative with how you go about doing it.

Companies That Have Successfully Combined Their Passion & Profession:

An excellent example of this principle in action is the TOMS Company, which has been in business for going on eleven years. The concept they came up with was revolutionary at the time. When they began, TOMS was virtually the only company doing something like this. (There are more now.) TOMS started by selling shoes and advertising a one-for-one system. Their customers bought a pair of shoes from them, and then TOMS donated a pair to a needy child. Therefore, every customer got to get in on the giving action. Customers loved the product but liked the fact that their purchase helped a child in need even more. Today, TOMS has branched out to sell coffee, bags, and eyewear along with their shoes. As of January 2016, TOMS has given away more than 60 million pairs of shoes. TOMS is an excellent example of how you can combine your passion, in this case, helping children in need, with a profession that began selling shoes in a unique way.

How to Get Started

TOMS showcases an ideal strategy to combine your passion and profession. Of course, you don’t have to sell shoes to give back. You can also use the assets you acquire through doing business to give back. The idea isn’t to get this perfect. It’s to attempt to combine your passion with your profession in some way so that you will live purposefully. Remember, starting somewhere will get you where you want to go quicker than sitting still!


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How QR Codes Can Add to the Print Experience: Best Practices You Need to Know

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For years, marketers have been looking for better ways to achieve cross-media marketing. In other words, they’ve been searching for solutions that let them enjoy the benefits of both print and digital channels. Many have turned to QR codes to do precisely that. By including a QR code on a piece of print marketing, you can deliver the same message in the same way, but with a mechanism that varies depending on the preferences of the user.

It’s important to understand, however, that “using a QR code” and “using a QR code properly” are NOT the same thing. When done correctly, a QR code can add to the print experience in a number of important ways. If you want to unlock the full benefits of cross-media marketing that you desire, you’ll need to keep a few key things in mind.

It All Comes Down to Purpose

QR codes are not a novelty anymore. There was a period just a few short years ago where simply including a QR code on a flyer or even a billboard was enough to get users to stop and take notice. Those days are gone, however, as the technology itself has become yet another ubiquitous part of daily life. Because of this, you can no longer get away with using a QR code just because you want to or just because many of those in your target audience now own smartphones.

If your QR code doesn’t serve a purpose, meaning it doesn’t add to the user experience you’re trying to create, it has no business being a part of your print materials. This emphasis on purpose extends to just about every decision you make in the world of marketing in general. Never take a step simply because you feel like you should, or because a study told you that everyone else is taking it. Take a step because it’s the right thing to do for the goal you’re trying to accomplish.

QR Codes Are Not an Invitation for Mystery

Along those same lines, don’t include a QR code in a piece of print marketing WITHOUT also telling your audience what they stand to gain by pulling their smartphone out of their pocket. Again: a QR code is not some irresistible riddle that users are waiting with baited breath to try to solve. Don’t assume someone will scan it just because it’s there. If your QR code redirects to a page that allows the user access to an exclusive 40% off coupon, include a call-to-action on the print material itself that says, “Scan Here to Get 40% Off Your Next Order.”

Design is Important

If someone tries to scan your QR code and it doesn’t immediately work, chances are high they’re not going to try again. When designing your print materials, remember that QR codes that are a high contrast against a lighter colored background tend to work correctly more often than not. Keep this in mind when making design choices moving forward.

QR codes are still an excellent way to have your cake and eat it too! You get to enjoy all of the benefits that only print marketing offers, while still embracing digital marketing at the same time. A poorly designed, poorly executed QR code will do a lot more harm than good, which is why it’s always important to make choices that help ADD to the print experience instead of accidentally taking away from it.


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Are You Measuring Marketing Success Based on these Core Metrics?

measuring

The ultimate success of your marketing campaigns comes down to a whole lot more than just how many total sales you’ve made, or how much revenue you’re bringing in each year. Remember, that one small move in one part of your campaign will have a ripple effect that adjusts everything around it. If you want to see how your campaigns are doing, there are a few core metrics you can employ that will tell you exactly that.

Qualified Leads

If you’re only measuring the success of your campaign based on the number of leads you’re bringing in, you’re missing the target but hitting the tree, so to speak. Leads are one thing – qualified leads are something else entirely. Anyone can bring in a lead, but that doesn’t mean the lead will ever make a sale. Generally speaking, the most successful campaigns may not bring in a massive number of leads, but they’ll have a higher percentage of qualified leads than you’ll get from the old “throw everything at the wall and see what sticks” method.

Customer Acquisition Cost

Also commonly referred to as CAC, customer acquisition cost is one of those core metrics that will never go out of style. In essence, it tells you how much money you’re spending to bring in one new customer. This metric takes into account not only the cost of your campaign materials and distribution, but also things like salaries, overhead, and more. Let’s say it costs you $1000 to bring in one new customer. That may not be a lot, but if the average value of each customer is only $800, you have a problem. For the best results, your CAC should always be lower than another important metric, your CLV or “customer lifetime value.”

Website Metrics

In 2017, and in the future, the chances are high that regardless of how you’re executing your marketing campaign, your website will play a big role in it. As a digital calling card for your business, it will be many people’s first point of contact – even if they eventually carry out the rest of their relationship over the phone or in person. Because of this, the two core metrics you’ll want to look at to determine how your campaign is doing are “time spent on site” and “bounce rate.”

“Time spent on site” will show you how valuable people think your website is. Essentially, it will clue you in on whether people feel that your website has something of value to offer based on the promise they received from your marketing collateral. If “time spent on site” is low, chances are there’s a discrepancy between what you say you offer and what you actually do.

Bounce rate is similar – if someone gets to your homepage and leaves a few seconds later, there is a problem somewhere that needs to be corrected as soon as possible.

These are just a few of the core metrics that you can use to judge the overall success of your marketing campaign. Also remember that if you make a change to your marketing efforts, regardless of how big or how small, these numbers should react accordingly. As a result, they can be a great way to track in real-time how well that great new idea you had worked – or how much work is still left to be done, depending on the situation. These are all numbers you need to keep an active eye on moving forward, both in short and long-term intervals.


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A Business Perspective on Apple’s Latest MacBook Event

mac

If you’re interested in the tech world at all, you’re no doubt aware that Apple recently announced the 2016 MacBook Pro – something the company is calling “the best laptop ever made.” Indeed, it’s a unit with a technical specification sheet that can’t help but impress. Objectively, it likely will go down in history as the best laptop the company has released to date. However, some users are suggesting that Apple may be losing the balance between “user experience” and “marketing” in a way that is a bit unfavorable to their end goals.

The 2016 MacBook Pro

The new MacBooks don’t have a standard USB port at all, getting rid of them in favor of the new (and admittedly superior) USB-C. This is a great step towards a much more productive future, but it’s at the expense of the fact that we’re not quite at that future just yet. Case in point: the new iPhone 7 does not have a USB-C port at all. Instead, it uses Apple’s proprietary lightning cable.

This means that if you own both devices and just want to do something as simple as charge your iPhone with your MacBook, you need to purchase an external adapter. To be clear, this is not “the end of the world.” The MacBook Pro is still powerful; it can still be used with the brand new iPhone. However, what used to be a one-step process now requires two, as well as a purchase of additional hardware. This is contrary to the popular mantra of “design for the user experience first, marketing second.” This is the very same mantra Apple built its reputation on.

What Would Steve Jobs Say About All This?

Never one to shy away from “rattling a few cages,” this is one particular case where we don’t actually have to wonder what Steve Jobs may have thought about the steps that modern day Apple just took with the MacBook. He may have actually said it himself, in an interview conducted in the 1990s.

In an interview for the PBS documentary “Triumph of the Nerds,” Steve Jobs talked about how important sales and marketing people are to an organization, but how it’s equally important to keep them separate from the product development process. His argument was that all too often, products go from offering a great, easy experience to being “great and easy… to market.” Innovation, usability, and the overall experience tend to suffer as a result.

In that interview, Jobs said:

“… the people who make the company more successful are the sales and marketing people, and they end up running the companies. And the ‘product people’ get run out of the decision-making forums. The companies forget how to make great products. The product sensibility and product genius that brought them to this monopolistic position gets rotted out by people running these companies who have no conception of a good product vs. a bad product.”
Contrary to popular belief, Steve Jobs didn’t hold an “anti-marketing” stance at all. He supported marketers, and with good reason. Under his watch his own marketing team created some of the most successful campaigns of all time. What Jobs was warning against was the idea that you should always design a product or service for the customer first, and then turn it over to the marketing people to do what they do. When marketing is considered an extension of the product development phase, the positive qualities that brought you to your current position in the first place are often lost.


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How to Court the Younger Generation: Creating the Future of Your Business by Marketing to Millennials Today

young-generation

In the world of marketing, there’s a natural instinct to go after certain segments of the population when marketing because those are the ones that spend the most money. That may be good for short-term gains, but any business worth its salt will always be thinking about the future. And regardless of the industry, the future can be summed up in one beautiful little word: millennials.

Commonly defined as anyone between the ages of 18 and 34, or those born in 1982 and up, millennials outnumber baby boomers by roughly a half a million people. They’re the largest generation in the country right now and, make no mistake, the one that the very future of your business will be based on. If you want to court the younger generation and create a solid future for your business, you’ll need to keep a few key things in mind.

Treat Them as Equals

No consumers like to be talked down to or told what to do – but this is especially true with the younger generation. Millennials can absolutely sense “marketing speak,” so don’t think that is going to buy you a whole new generation of customers, either. According to one study conducted by Kissmetrics, 89% of millennial buyers trust recommendations from friends and family members MORE than any claim that a brand could make.

Use the same tactics that you’ve been using to win over older generations, but reconfigured for a younger audience. You should still be putting helpful, relevant content that appeals to the people you’re trying to attract out into the world, but keep in mind that what is relevant to a 20-year-old isn’t necessarily the same thing that’s relevant to a 65-year-old. Buyer personas are going to be hugely valuable in this regard to help guarantee your eye is always “on the prize.”

You’re a Combination Marketer Now Whether You Like It Or Not

Marketing to specific groups of people has always required putting your efforts to where those people actually are, and millennials are no different. Millennials are nostalgic about direct mail and appreciate personalized invitations and advertising they can hold. Likewise, according to a study conducted by Nielsen, more than 85% of millennials own a smartphone. That means your digital marketing needs to marry with your print marketing for the best way to meet your audience where they’re at.

When used together, print and digital marketing successfully target that coveted younger generation. Think digital with a smartphone-based loyalty rewards program, and connect that program to your direct mail campaign. Social media is another obvious example. Tie your social media efforts with posters, envelopes, and more to create the best of both worlds.

At the end of the day, it’s important to remember that no business – regardless of what it is – is time-proof. If you focus all of your efforts on one particular age range or demographic, you run the risk of accidentally making yourself irrelevant when that group invariably ages out of the product or service you’re offering.


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Print It Plus Advice: What Can Make My Mailers And Post Cards Stand Out? Try Spot UV

uv-sells

As a full-service printing, marketing and advertising company, we at Print It Plus are often asked what the highest Return On Investment is for the different types of products and services that we offer. The truth is that each and every situation is unique. However, we do share with you our knowledgeable advice based upon our extensive experience, built up over almost 30 years in this business.

In fact, we had a recent experience with our new Spot UV printer that illustrates the significant value to many businesses, and certainly anyone in charge of marketing or advertising an event.

We proudly work with a significant number of charities here in the West Palm Beach area. One of our charitable-based clients is the regional branch of The Boys & Girls Club. They run multiple events in our area every year to raise money to help local children in need.

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When they gave us the proof on their “Save The Date” post card for their upcoming golf event called Play “Fore” The Kids! at Trump International Golf Club on Monday, November 7th, we showed them how our new Spot UV printer could make their card stand out. These pictures only show part of the difference. The Spot UV process also gives the card a unique feel – much like a business card with added dimension and texture.

Here is the most important part of that mailer to you; the results:

  • A couple of weeks after the Spot UV-designed post card was sent out, our contact at The Boys & Girls Club called and said: the “Save The Date” card was so impressive that people called who do not even golf and said they would buy a Foursome.
  • The head of the committee for Boys & Girls was able to drop their order of Invitations from 1,500 to 250 because the event was already almost sold out.

Therefore, the Boys & Girls Club saved a significant amount of money by taking our advice and using this Spot UV printer to create their post cards. If you do any type of direct mail to customers, potential customers, donors or potential donors to help grow your business, or you need post cards or brochures for a variety of other marketing uses, then our Spot UV printing could be perfect for you.

For those of you who are not familiar with Spot UV, it gives a clear and shiny layer to specific parts of your post card, brochure or business card that creates an eye-catching and contrast between the smoothness of the card’s base layer finish and the high-shine of the spot UV. We can use Spot UV to create your vision the way you want it, or you can work with our award-winning design team to have us take your thoughts and create the style and branding that you desire.
Come into our offices, conveniently located on Okeechobee Boulevard just west of 441 in Royal Palm Beach or call us to come to your office and witness for yourself how Print It Plus can help you to Create Infinite Possibilities. Or, use our state-of-the-art website to view our products, marketing and advertising materials on your own. You want to learn how? We will be happy to walk you through the process, and you or one of your staff will be doing in no time!

At Print It Plus we can help you with all of your branding, marketing and advertising needs including creating a professional and unique post card to help you convey the most powerful message consistently to help move people to do business with you.
We also offer promotional products, vehicle wraps of all types, decorations and decals, and secure web form services for medical offices. It is our pleasure to service the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter and Boca Raton.


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Print It Plus ideas: great gifts for this holiday season that will keep you make you memorable to your clients and vendors

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Today is election day… that means we will have a new president by the end of the night (or maybe in a few days, as history sometimes shows us) after a crazy, often acrimonious campaign season. Whichever way you voted today here in the Palm Beach/Royal Palm Beach area, at Print It Plus we hope you did get out and vote. Exercising your right to do so is one of the most important and cherished rights of being an American citizen.

 

Today is also the second Tuesday in November. Halloween has come and gone, and the holidays are almost upon us. That means you are somewhere at the beginning or in the middle of picking out holiday gifts for your clients… and maybe your vendors, also. And whether your budget is bigger than last year, or you find yourself on a very tight budget, we realize that giving a meaningful token of your appreciation for their business and friendship is very important to you.

 

No matter your budget, at Print It Plus we have just what you are looking for to making a positive, lasting impression. A lovely holiday card, elegant calendar, or just the right promotional gift can convey your message with just the right touch. The hardest part is finding that right card or gift. This is the perfect time to contact the knowledgeable, well-trained staff at Print It Plus. Over our 28 years in business here in Palm Beach County, we have helped thousands of clients to find the best way to say thank you! in your own style. Here are a few of your options:

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  1. Holiday cards and thank you cards: http://printitplus.com/printing/holiday-cards – Let us develop custom holiday cards or invitations for your holiday mailing or event. Choose from over 30 million beautiful images from our online collection, or use photographs of your company or family to create a more personalized look. Our creative possibilities are almost infinite.

 

*** And this year, you can add Spot UV coating to blow your recipients away. Come on in see and feel the difference… and take your cards and other printed materials to a whole different level!

 

If you want to take a more hands on approach, you can come into our Royal Palm Beach location and browse through our many catalogs to select from extensive choices of extremely elegant holiday cards.

 

Furthermore, if you already have a design we can custom design or print from your design with our quality multi-faceted printing processes that will ensure your piece is delivered as vibrant and sharp as you imagine.

 

  1. Calendars: http://printitplus.com/printing/calendars – Calendars link your photographic life to your everyday life. You can create a calendar with your own pictures, pictures from your customer or vendor, or some other group that you know will keep you top of mind with the most important people in your life.

 

Calendars can serve as an excellent marketing piece. A calendar can be seen by dozens, if not hundreds, of people during its life cycle, exposing your brand and business in a stunning, beautiful way. Calendars can be one of the most cost-effective items you use while also effectively conveying the holiday spirit to the people you care about the most.

 

  1. Promotional Products: http://printitplus.com/printing/promotional-products – Promotional products are not just for conveying a marketing message. We have such a vast array of products available that you can find just the right gift to say “Thank you”, or “I am thinking fondly of you” during this holiday season.

 

  1. Wall (and floor) graphics & decals: http://printitplus.com/printing/wall-graphics – Yes, we have them! Made famous by Fat Head LLC out of Michigan 10 years ago, we now have life-sized, precision-cut vinyl wall graphics & decals available for you to design and purchase right here in Palm Beach County! These wall and floor graphics & decals make for wonderful holiday gifts.

 

You can design it online using our website, or come right into our offices and either design your own or work with our award-winning design team. Now you can have the wall graphic or design that you want, mounted on your wall for everyone to see and admire! We have a large array of files for you to choose from in our huge catalog.

 

Holiday and thank you cards, calendars, promotional gifts and wall and floor graphics & decals are all great ways to send a positive message to your customers, vendors and everyone that you care about this holiday season. And now, in late October and early November is the time to choose and have those items made so that they are ready for you to send out on time for the holidays and the end of the year. At Print It Plus we can help you with all of your card, calendar and gift ideas now, and throughout the whole year.

 

We also offer printing, mailing, direct mail campaigns, marketing collateral and websites. And just added to our services this year: vehicle wraps, car wraps, decorations and wall and floor graphics!  It is our pleasure to service the entire Palm Beach County, Florida area and beyond including Royal Palm Beach, West Palm Beach, Wellington, Loxahatchee, Palm Beach, Palm Beach Gardens, Lake Worth, Boynton Beach, Delray Beach, Jupiter and Boca Raton. From our families to yours, we wish you a very happy, healthy and safe holiday season!

 

Contact us today by calling us at (561) 790-0884, visiting our website at HTTP://WWW.PRINTITPLUS.COM or by emailing us at info@printitplus.com. We look forward to helping you CREATE INFINITE POSSIBILITIES this holiday season!

Outsourcing Employee Training – When does it make Sense?

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When you first started your company, you likely had some vision of what the customer experience would look like. Depending on your market, it could have looked something like the highly polished Front Desk staff of New York’s Plaza Hotel, or maybe the sarcastically surly wait staff of San Diego’s Dick’s Last Resort. Whatever the market, you definitely wanted to create a distinctive customer experience.

Fast-forward a few years… You’re standing off to the side of your restaurant/coffee bar/bookstore/clothing boutique and you realize, despite your best efforts at conveying your vision, your staff is just not “getting it.” If that’s the case and you want to distinguish your establishment, it may be time to bring in some training experts.

The big question is this: What makes more sense for your business – doing your training in-house or outsourcing your employee training?

Market Placement and Reach

Your decision on whether to insource or outsource your employee training is typically impacted by how many people you need to have trained. Is it a set number of people at exact intervals? Many businesses can take advantage of on-demand training to reduce costs and ensure your employees are trained quickly and properly by having an external provider handle the training function.

Additionally, if you have trainees located in geographically diverse locations, a vendor can easily take a classroom-learning module and create web-based training. This can be hosted in-house or remotely, depending upon your business needs.

Outsourcing Training May Cost Less

If you have full-time employees that are specifically dedicated to training your staff, it can be a costly endeavor. Many small and mid-sized companies just don’t have the monetary resources to dedicate man-hours to development, design, implementation, and evaluation of training for their employees. There’s also the management and tracking of these functions to think about.

Instead of hiring one or two employees dedicated solely to training, it may make more economic sense to use an outside organization to send your employees to before you let them loose with customers.

Risk Reduction

Training your employees is not just about creating that distinctive customer experience. You also want to ensure that your employees have the proper tools to do the job efficiently and safely. Think of training as a way to safeguard your business and reduce the risk of injury, loss, and (gasp!) lawsuits.

There are a host of web-based training programs out there addressing topics like proper money handling, OSHA safety, and dealing with difficult clients.

Access to Expertise

Training takes a specialized skill set. Vendors that specialize in training have the ability to create customizable training systems at a fraction of the cost of having them built in-house. The individuals that design, develop, and implement training are professionals that know how to transfer knowledge to a wide variety of learners.

The bottom line here is that these outside vendors are in the business of training. In-house training is hard to beat if you have the financial means and the ability to keep a steady stream of projects in the pipeline. However, if this is not the case, it may make sense to look to outside options for excellent employee training. However you choose to train your employees, taking the time to ensure your employees know their jobs well will mean your customers will thank you!


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