Tag Archives: new marketing

Cost-Effective Marketing Materials

5 Tips For Creating Cost-Effective Marketing Materials

Don’t work harder: Market smarter

It’s time for that marketing brochure to be updated or to create a direct mail campaign to generate new business, but you are questioning the expense. Before you even begin, there are key considerations that will help control your costs and create a greater impact.

It is no surprise that the most expensive factor in creating new marketing materials can be the cost of production. But, buyers beware: Reducing production costs is possible if you plan ahead.

A collaborative effort between the designer and the print vendor is key. Graphic designers will always have a vision when creating a project. Your job is to ensure your designer and print representative are in communication during the development process. A knowledgeable print representative should and will ask questions in order to determine options that can ultimately lead to cost-saving.

The List

Optimal results in a direct mail campaign can be attributed to a combination of things – cool eye catching designs, attention grabbing message, strong calls to action – but it all begins with the list. Are the addresses on your list accurate? Are you reaching the right audience?

All too often the mailing list is a last-minute thought pulled together after materials have gone to print. Supplying and processing mailing lists ahead of the print run will help reduce waste by establishing an accurate count number of your actual needs. Investing in a service to thoroughly cleanse your list can remove old records and improve accuracy. The cleaner the list is, the higher your return on investment.

Flexibility

Most innovative printers today are running various projects in combination to help offset costs.  If you are able to provide flexibility regarding paper stock and printing time you can take advantage of an opportunity to print your marketing materials in combination with others. This helps save you money up front by sharing the set-up costs.

Finish The Job

A large portion of the costs incurred producing marketing materials derive from the set-up costs, the materials and the cost of labor or time it takes to put your project together. The more finishing services you can complete in-line, the lower your overall cost. For example, if you need 20,000, 16-page, 8.5 x 11 catalogs, think about sourcing it to a printer that can fold and glue the spine on a web press, opposed to a vendor that can only print flat sheets and then must separately fold and spine staple your catalog off-line.

Bigger Isn’t Always Better

In any print project the actual size or dimensions of your piece can have a significant impact on production costs. A larger postcard means less pieces fitting on a page. The more units you are able to fit onto a full-size sheet, the less time your job spends on the press, which results in savings. Additional factors to strongly consider are the postal regulations on each direct mailer.  Reducing a standard 8.5 x 11 catalog to 6 x 10.5 can reduce postage by as much as $0.12 per piece depending on the weight.

The Digital Age

When you are printing a large volume and seeking a high quality finish, more conventional, off-set printing is the method of choice. But, advancements in technology now allow a greater level of customization with digital printing, which is typically best for short runs and quick turnaround times. Digital printing is perfect for a short run, four color, print on demand project, like business cards or postcards.

Managing the production budget of your marketing materials can easily get away from you and significantly increase costs with what appears to be small decisions or choices. Adding things like a fifth color or spot varnishes, choosing an out-of-the-ordinary paper stock, or even adding a small foil stamp can put you over budget.

As a former print production manager, I’ve been tasked with controlling costs on marketing collateral for many years. In looking beyond cost saving practices like size reductions, paper selection and combining production, one particular project comes to mind that is a great example of how planning with your team can save on costs.

The client had a limited budget, but needed 25,000 two-piece pull card window mailers, which traditionally require a great deal of handwork to put together. By involving the bindery supervisor in the design process, we created an automated one-piece mailer, with a zip strip opening and perfed-out windows on both sides. The automation not only saved roughly $3,000, the finished piece was fun and very interactive for the end user.

Whatever the project, it is always best to incorporate unique design elements and strong messaging in order to create effective marketing materials without going overboard on cost.

It all goes back to the importance of planning during the design stage and enlisting the expertise of those involved.

Groupon success with business owners and consumers

Bargains Fuel Groupon’s Success With Business Owners And Consumers

Since its launch in Nov. 2008, Groupon.com has grown to become a phenomenon – both in the business world and among people searching for a steal.

Groupon.com uses the power of a group to get products and services at a 50- to 90-percent discount for its users. The discounts can be on anything from salon and photography services to deals at restaurants.

In order to be valid, the Groupon discount must reach a tipping point. The tipping point is the amount of people that must buy the Groupon in order for the retailer to make the discount valid. The tipping point is different for each discount.

Groupon offers Phoenix deals, and a separate venue for Scottsdale deals is on its way.

Groupon expanded rapidly. In less than two years the company has gone from seven employees at their headquarters in Chicago to 2,600 employees worldwide. Although Groupon has grown steadily since its inception, the company hit its stride in 2010, says Julie Mossler, Groupon spokesperson. In August, Forbes Magazine named Groupon the fastest growing company ever, Mossler says.

Harnessing Groupon’s power for your business is easy, Mossler says. The company started GrouponWork.com to help businesses learn how to work with Groupon. The site provides case studies on Groupon’s success and tips on how to successfully structure deals.

Dolce Salon & Spa is one Phoenix-area business that has taken advantage of the new marketing potential behind Groupon’s deals.

Dolce has offered two deals through Groupon.com and has seen a big return from it, says Dynelle Rodriguez, spokesperson for Dolce Salon & Spa.

Rodriguez said Groupon called them and suggested they strike a deal. The opportunity to market the salon and spa in a unique way intrigued her, she said.

Each day Dolce has a customer using a Groupon discount, Rodriguez says. Although the result has been greater than the company expected, Dolce isn’t looking to do another Groupon discount in the near future because of the long expiration dates on the company’s Groupons, she says. However, Rodriguez says she recommends Groupon to all businesses she deals with.

If you want to use Groupon for personal use, Mossler offers a few tips.

1. Let the excitement die down and wait a week before using the Groupon.
2. Tip on the full amount of the Groupon to thank the business for offering such a great discount.
3. If there are any problems, even if the merchant is the problem, give Groupon a call.
4. Connect with Groupon’s individual cities on Facebook or Twitter. Example: @GrouponPhoenix and facebook.com/grouponphoenix

In the future, Groupon is hoping to customize its bargain offerings even more than the gender- and location-specific deals the company currently offers.

If you think Groupon is going to save you tons of money, meet Josh Stevens, the Groupawn. He is living solely off of Groupon’s coupons for one year – and he applied for this job. He has to barter to pay for tax and tip and he must rely on strangers for transportation and lodging.

If Stevens is successful he will receive $100,000 at the end of his year. Stevens is about halfway through his journey and has yet to visit Arizona.

Mossler says Stevens’ plan was to venture West when freezing temperatures set in back East.

Keep your fingers crossed that Stevens sticks to his plan and hopefully we’ll see the Groupawn in Phoenix soon. It appears as if it’s getting cold in those northeastern states.

www.liveoffgroupon.com | www.facebook.com/liveoffgroupon | @groupawned