Let’s Make a Deal
By Amanda Myers

One of the most popular television game shows of the 1960s and ‘70s, Let's Make A Deal, was the show where contestants would buy, sell or trade anything and everything from hard-boiled eggs to Cadillacs.  Audience members came dressed in outrageous costumes, such as turnips or even the Jolly Green Giant in hopes of getting a chance to make a deal.  What would be behind the curtain?  A car or a Zonk (a worthless, ridiculous prize)?  Would they trade their precious box for a chance to make The Big Deal?

When it comes to marketing, nobody wants to choose between the suspicious box and the mystery curtain.  So let me give you a sneak peak behind the scenes to reveal your best deal -- at least in terms of printing projects.

Printed pieces — brochures, data sheets and pocket folders — contribute to your overall image.  The investment in high-quality printed pieces can be significant, but, with a smart plan, you can streamline costs without sacrificing your brand.  In other words, you can strike a great deal.

Here are a few tips:

Multi-function Creative
Assess your current marketing pieces to see if existing pieces can serve multiple functions.  For instance, determine whether an existing electronic direct mail can be converted to a printed direct mail piece.  Or use your existing pocket folder design to create proposal and report covers.  Exploring these options can save you money in creative development and also provide a consistent look throughout your company materials.

Simultaneous Printing
Since the majority of printing costs are incurred on the front end of the process (i.e. setup, ink and paper), planning ahead is another easy way to save money.  For instance, if you have a three-part direct mail campaign, you could spend approximately $5,000 printing each direct mail piece separately, totaling $15,000 for the campaign.  However, you could potentially save 15-35 percent if you print all three pieces together.

Internal Approval Process
Once you have submitted your electronic graphic files to the printer, editorial or graphic changes to your marketing materials can be extremely costly.  Developing an internal process for approvals can help to ensure changes are complete prior to the preparation of the final electronic files.

Attending the Press Check
The press check at the printing facility is another opportunity to give the printing project one last glance before full production.  If you choose not to attend, you run the risk of finding errors or color issues after the final product is delivered.  Errors or problems can often warrant a reprint and additional costs.

Knowing as many details as possible about the print production process and utilizing some of these cost-saving opportunities will help you maximize your printing budget — without risking your fortune on Door #2.

If you’re not willing to tackle all of this on your own, give us a call.  We’d love to make a deal to be your marketing communications agency.  And we’ll never keep you guessing about your marketing options.

E-mail the author: Amanda Myers

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