Precision Printing are celebrating their 50th birthday as a successful business – happy birthday!
Founded by Clive Cooper back in the 60s in Central Street, London, the family business was born when Clive was just 20 years of age. But a key figure in the company’s success has been Clive’s stepson, CEO Gary Peeling, and his willingness to evolve and adapt to every technological change and demand that has come along.
The evolution of print products
(1988 – Stitched book)
Following the birth of Precision Printing, trends have evolved. 1966 was the era of the letterpress, letters and short runs, followed by the 70s and 80s — the years known for producing general business stationery, stitched books, long runs and GTOs, rather than the more elaborate products of today like lay flat books. Business stationery was produced in mass and often stored in stock.
(2017 – Lay flat)
Gary Peeling explains: “Now the printing business is digitally-driven and, when once we had a typesetter or compositor, we now have a software development department and the business is entirely run from a digital front-end, so it’s been a huge transition.
“When we first started, you’d be lucky to have an estimate in three days. We now print and ship same-day up to 50,000 orders a day in the on-demand space, so there’s been a huge transformation.”
(1966 – Letterpress)
With the aim to keep all products and services up-to-date, when technologies have changed and evolved over the years, so have Precision Printing. With the help of short run digital press long runs are no longer required as print on demand is more economical all round. Business cards were generally artworked proofed, proofed again and finally sent to print with a window of normally two weeks to turn around. Today these are turned around same day with the customer more often than not placing their own order online, so no artworker at all is involved.
Precision Printing also expanded their services to become more of a creative print agency, often called into an agency prior to projects and concepts even being drafted out. Agencies are keen to have our input so we can advise how to get the best results using some of the latest technologies we have (Scodix and Motion Cutter).
Something to be proud of
Working alongside a number of loyal clients, Precision Printing has built relationships with the likes of American Express. They were delighted when the world’s largest card provider turned to physical printed media and Precision Printing to make a big impression on small businesses in the high street. As engagement soared, the results were startling, so much so, that they have now run the campaign for the last four years.
They were also excited when a theatre agency was keen to publicise a forthcoming theatre production in an unusual way. There are now so many shows that people can go to, so the agency wanted to market the play to group ticket sales agencies in a way that would really stand out. They settled on the idea of a golden ticket campaign, just like the golden tickets in Roald Dahl’s Charlie and the Chocolate Factory.
From customers to other agencies, the campaign caught the attention of everyone, and had everyone buzzing about it. This opportunity gave print marketing the recognition it deserves. The campaign was very successful for the theatre agency. Suddenly, everyone was talking about print marketing rather than digital marketing. They were also talking about a print job that had a much higher cost and profit level than a standard campaign.
What’s next for Precision Printing?
In a highly competitive market, the plan for Precision Printing is to continue to evolve at the same pace as new technologies and trends. No company can afford to stand still in the print industry.
Precision Printing’s drive with Where the Trade Buys, the online print solution for trade printers, keeps the team at Precision Printing in the running. Where the Trade Buys is their fastest-growing revenue stream, growing by 80% in 2016. As of July 2016, Precision relocated their East London operations from its current 3,300sqm Barking site to larger 5,110sqm premises three miles down the road. The relocation will make room for a new packing and mailing service and a whole new level of technology.
Always thinking on their feet, Precision Printing are prepared to move forward with the market that’s full of new trends but will never forget their roots and the success they owe to their customers, staff and commitment to the highest standards of quality and aftercare – which remain the number one priority.