Did you know that even during the Great Depression, some companies thrived? While other marketers were cutting their spending, a few businesses like Camel and Chevrolet took the opportunity to use aggressive marketing tactics to grab market share from their competitors. It's proof that the key to long-term success in any economy is to get in front of your target audience and stay there.
Even if your budget strings are tightening, here are a few ways to keep your marketing on track.
- Use fewer inks. If you have a three-color project, consider dropping down to two colors. With creative use of screen tints, you can often create a similar look for a lower cost. If you have been printing generic business documents like forms in two colors, consider dropping back to just black ink.
- Use more inks. This might seem counter-intuitive, but if you have a three-color project, it is often more cost-effective to bump it up to four colors. In many cases, four-color process is less expensive than three-color spot printing because the press is already set up. Plus, you can ask about including your job in a gang run where it is on the press alongside other four-color jobs and then trimmed down to size.
- Prepare your artwork and proofread carefully. You can avoid many service charges by making sure you’ve prepared your artwork correctly and caught every last typo.
- Clean up your mailing list. It's boring work, but it can drop your costs dramatically. With a clean list, you can print exactly what you need and avoid extra postage costs as well.
- Consider different formats. Just because you have always done a brochure for a particular promotion doesn't mean it's the only option. Experiment with a postcard instead of a brochure and see whether you get a better response rate. Testing is the key to effective marketing. A little creativity can go a long way toward saving money.