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Three Ways to Boost Effectiveness, Save Money
October 7, 2008
Looking for a way to save money on print marketing during this roller-coaster ride through the economy? Here are two suggestions that will bring immediate cost savings and boost your marketing effectiveness at the same time:
1. Find a printer that offers a basic Web-to-print ordering system and move to a just-in-time inventory.
Many printers today allow you to manage your documents online through an on-site portal managed by their print shop (Web-to-print). You upload your documents or design them online using templates and order as many as you need. If you only need 10, that’s fine. If the printer is using a digital, toner-based press, it can print one if that’s all you need, with little or no per-piece premium.
The benefit to you is that you pay as you go. There is no upfront investment in inventory. This leaves your cash free to do other things. Plus, you can update those materials at any time. You don’t have to wait until you “use them up” before you update. This keeps your marketing message fresh and current.
The printer doesn't have to offer a complicated, expensive system in order to make this happen. It may cost you little or nothing to get it set up. It's just a matter of doing it.
2. Take a hard look at your database and mail selectively.
If you are going to cut back on printing and mailing costs, make it count. Mail only to the top 10% of your customer base by profits. Instead of marketing a broad cross-section of products, select those items most likely to be purchased by this group. Or mail to your most active customers, and again, choose the selection appropriately. Or mail to your most inactive customers—give them an incentive to come back.
Whatever you choose, you slash your print and mail costs. And by making the offer more targeted, you are boosting the effectiveness of the program at the same time.
3. Trade bulk packets for personalized ones.
Too often, when a customer signs up for a new product or service, the marketer throws the kitchen sink at them in terms of information. Think about the last insurance packet you received. It's often up to the purchaser to wade through the information and figure out what's relevant to them.
By trading in these undifferentiated bulk packets for smaller, personalized brochures or booklets, the marketer can save both on printing and postage costs (slashing the size and weight of each packet), but also make the information easier to understand. This can transate into higher sales, greater customer retention, faster payments, fewer inquiries to call centers, and more—all of which boost the bottom line, as well.
In all three of these cases, saving money on printing also translates into greater marketing impact. How often does saving money and increased effectiveness go hand in hand? Take advantage of it!
Have questions? Comments? I'd love to hear from you. You can email me at info@digitalprintingreports.com. For more information on primers for marketers and small businesses on digital, 1:1, Web-to-print, and personalized URL applications, visit Digital Printing Reports. You can also keep up with all of my posts on EBS, The Inspired Economist ("Greening Print Marketing"), and other blog sites by following me on Twitter.
Posted by Heidi Tolliver Nigro on October 7, 2008 | Comments (0)
