There is a big trend towards digital marketing at the moment, but printed marketing materials still have their place and it’s an important place too; top brands are proving they achieve a higher return on investment when using print alongside digital in marketing their business. If you’re looking for ways to get the most from your print, check out tips for implementing print in your marketing.
Your printed materials are important so knowing the ins and outs of finding and using a commercial printer is a must, especially if you’ve never had anything professionally printed before. In order to get you up to speed with the world of print we’ve put together some quick tips to help you out.
1. Different printers have different strengths
It’s important to find a printer that fits your needs. Online printers for example, usually offer a low price on simple projects but as soon as you need anything a little out of the ordinary you’re better with a printer you can talk to in-person. If you need a small quantity quickly, you’ll probably be looking for a printer with a digital press – they can print short runs more cost effectively.
2. Design is an add-on
Before you can get anything printed you will need to get your artwork designed. At most printers you’ll find that their main business is not design, so remember you don’t have to get your print designed at the same place as you are getting it printed, that isn’t to say you can’t find a printer with good design staff but take the time to find a designer that fits your needs.
3. Be wary of free design
If it seems too good to be true it usually is. Free design often means one of two things either; the cost has been bundled in with your print price meaning you might be overcharged for any future runs of your print job. Or, a rushed design with little care or consideration, resulting in a poor-quality design, or worst case, a design that is almost identical to one of your competitors!
Above: These business cards were spotted by Simon – This is an example of identical design from an online supplier
4. Quantity matters
Some print processes involve set-up costs and the quantity of items you print at one time can play massive role in the unit price. Ask your printer about the typical price break quantities for your project.
Another tip is to try and keep your design as timeless as possible by avoiding needlessly specific dates or information that is likely to change. This can allow you to print a higher quantity which can save you a ton of money in the long run.
5. Paper can make all the difference
The big advantage of print over digital is that it is a tactile, tangible medium so the paper stock used can vary greatly in how your marketing materials turn out. Things like texture, weight or GSM might seem unimportant but will make all the difference when held in a clients hands.
Choose your paper weight and quality carefully – after all, it could mean the difference between a won or lost client!
6. Always be consistent
When it comes to your brand I can’t stress how important consistency is, so it matters that your business cards match your brochure. Going back to the same design team makes the whole process easier and this principle goes for additional print runs too. No matter how many copies get printed today, you’re probably going to have to go back for more at some point and the best way to ensure consistency is to return to the same printer whenever possible.
Hopefully these tips will inspire you to get started with print or get more creative with your printed materials!