Rumors of the demise of the print industry are greatly exaggerated. For many companies, printed materials are still an essential part of their marketing and customer engagement strategy.

From brochures, white papers, and data sheets to event signage, direct marketing campaigns, and product catalogs, print continues to play a significant role in building brand visibility and supporting sales and lead generation efforts. If not managed strategically and efficiently, however, printing costs can quickly escalate and consume in inordinate number of already scarce budget dollars. Everything from outdated materials to fragmented ordering processes and last-minute print runs lead to unnecessary expenses.

Branded promotional materials help you build visibility for your company, solidify customer loyalty, and support sales. From trade show giveaways to corporate apparel and other gifts, items that sport your corporate logo establish a memorable connection between your brand and target audience.

However, producing promotional materials at scale comes with its own set of challenges. The latest round of tariffs threatens to impose additional costs. Inconsistent branding is always an issue. Fragmented vendor relationships and logistical headaches are a constant risk. Without a coordinated program to help with production, the creation of branded promotional items can become a drain on both time and budget.

Sustainability has become a central theme in modern marketing. Consumers today expect the brands they interact with to minimize their environmental impact and demonstrate a meaningful commitment to “greener” practices.

At the same time, businesses are under pressure—both internally and externally—to report their progress on achieving environmental, social, and governance (ESG) goals. Marketing fulfillment vendors—who manage the production, storage, and distribution of various branded materials—sit at a critical junction in this movement, since their operations directly influence resource consumption, waste generation, and carbon emissions.

Autumn is upon us. That means tradeshow season—and all the work that entails—can’t be far behind.

Every year, preparing for upcoming events raises a number of questions and concerns. Some of these are new and unique to the current season, but most are recurring issues or themes that are critical to effective planning but are also easy to forget. Learning from the past can help you prepare for the future, but it’s hard to remember all those details when you’re busy with all your other important projects.

As you well know, there are lots of factors you need to think about ahead of any new trade show season. You want to be as prepared as possible to avoid the normal chaos that surrounds every event. Effective planning means not having to scramble at the last minute to get materials produced, or resort to expensive expedited shipping methods to get those materials to your booth on time.

Over the past decade or two, it has become increasingly common for marketing organizations to outsource the bulk of their writing, design, and fulfillment services to outside vendors.

From a business perspective, it makes a lot of sense. It’s typically more cost-effective to bring in outside help only when needed rather than hire—and pay for—full-time staff. It’s largely a transactional relationship that lasts only as long as the project in question, and it works well for both sides.

Managing those relationships so that they continue to benefit both sides, however, requires some work. It’s natural to grow comfortable with the vendors you’ve carefully groomed over the years, steeping them in your corporate culture. They know you; you trust them. It’s comfortable. It’s…easy.

That’s when it’s time to take a close and critical look at the relationship.