A Question of Quantity
Bigger is better or less is more?
You’re wandering down the fruit & veg aisle. Ah, look - strawberries are buy one get one free! ‘Total bargain’, you think, ‘gotta have them!’ Then you watch as half of the poor little plump and rosy fruit salad hopefuls will be left to soften, rot and cultivate their own fluffy grey blanket in the confines of your chiller. So was it worth taking advantage of the BOGOF offer? No, didn’t think so.
It’s an unlikely parallel but the same goes for print. It is often assumed that buying in larger quantities will equal a cheaper price, and indeed the price per item will always be less when a larger order is made. However, as so often is the case, there is a bigger picture and price is not always the same as cost.
All over the country in businesses great and small there exist stationary cupboards that are dusty shrines to a company’s history. Boxes of print with expired offer dates, reams of letterhead featuring out of date logos, phone numbers and names. Compliment slips, business cards, brochures; all waiting for the day that some poor intern gets given the unenviable task of sorting through it all and putting it into a recycle bin. A waste of money, time, resources and storage space.
So how do you ensure that you are ordering the right amount of print?
One way to work out a realistic volume for a leaflet campaign is to start with a sample test of 100 items. Average response rates to leafleting are around 2%. A sample test will give you an idea of how large and widespread a flyering or direct mail campaign you wish to make. You can then place your order based on realistic requirements and expectations.
Use By Date
Is an event date featured on your print? Perhaps an offer or voucher with an expiry date? This is not a bad thing, simply something that needs considering. In fact, a dated voucher can not only act as an incentive for your customer but can also help you to assess your campaign as it will identify the customers who have responded to that specific piece of material. Subsequently, you will be able to calculate accurate conversion rates.
All Change Please
A change of detail is not always something that you can predict. However, most substantial changes to your business; such as a re-brand, accreditation or premises move take a considerable time in the planning. So when a key business change emerges on the horizon, ensure that your print order takes it into account. Try to resist including too many variable details on your print and letterhead. You only need the information relevant to your customer.
Ordering joint print runs of documents with similar specifications can also help to bring your price per unit down. So instead of concentrating on maximising one single order, take a look at your stock cupboard to see if there are any similar documents that are running low and bring forward your order of this item to maximise value.
Waste of Space
The product remaining stagnant in stock is not earning your business money. Have you assessed your storage ability? How much space are you happy to dedicate to print products and marketing materials? If your space could be put to more effective use then there’s no point in making vastly excessive orders for the sake of an initial financial saving.
The same as any printer, we will happily accept your large order; but we’d like to do it knowing that it is based on the quantities that work best for your business rather than because of an offer that may be a false economy for your circumstances.