We spend most of our time talking to, working for or learning more about the small business community in general and Southern California small business in particular.  There’s one topic we come across again and again, so it’s about time we addressed it in writing; What can small business owners do to reduce overhead without affecting the level of service or product quality that their customers have come to expect?

There’s more than one good answer to that question, but let’s start with something that affects every small business; the increased high cost of printing business collateral including sales, marketing, promotional materials s well as administrative forms and stationary etc…Allegra: Marketing-Print  -Signs is one of our small business strategic marketing partners and they’ve come up with some useful tips to save money on printing without losing service or quality.  Enjoy!

10 Ways to Reduce Your Printing Costs – Without Losing Marketing Effectiveness

By Mike Buchs - Owner, Allegra: Marketing-Print- Signs

Competition is increasing for your customer’s attention and business. This means it is essential that marketing materials stand out and set your company apart.  Printed marketing materials do not have to be costly to be effective.  At the same time, planning your printing and following some simple guidelines can significantly reduce costs and maximize the impact of your marketing investment.

Today, nearly every business uses Full-Color Printing for marketing its products and services.   While other avenues of marketing and promotion are employed, the  majority of businesses point to printed materials as one of their primary communication vehicles.

Even companies that just use the basics in printed material can cut their printing budgets by as much as half.  For example, many companies use flyers to promote special programs and services.  Rather than using two colors of ink on the job, ask your printer to use one color along with a screen of the same color in select areas.  A screen produces a lighter version of the selected color, which adds interest like a second color.  This can reduce costs, in many cases, by a significant margin.

Anticipating and planning for design and print needs may also produce significant savings.  On custom orders, it’s best if you can project what your annual needs are going to be, and then schedule one printing.  Multiple custom orders throughout the year will increase your costs while netting you no additional quantity of printed product.

Today, it is even more important to save on printing for a number of reasons:

·         Increasing paper prices. Paper costs fluctuate constantly with certain paper grades increasing as much as 40 percent in a two-year period.

·         Decreasing shelf life of printed materials. Due to constant changes in technology and customer demand, companies are revising marketing materials at a rapid pace. The printing industry estimates that each year, up to 30 percent of all company literature becomes obsolete and is thrown away.

·         The ability to test different versions of marketing materials with different target markets. Studies show that the more effective marketing efforts are those directed to the specific wants and needs of particular market segments versus a mass market approach.

Many companies are saving money by designing their own marketing materials. During this phase, it is essential that you consider the impact that graphic design decisions will have on production and printing costs. Whether you are designing the piece yourself or working with a graphic designer, you should include your print shop early on in the process to help you make these decisions. In this way, you can make sure the design is not cost prohibitive, as well as build cost-saving measures into the design. (Keep in mind that many printing companies offer graphic design services, too.)

Follow these Top 10 Rules to minimize printing costs, but, at the same time, not give up marketing pizzazz.

1.   Use standard paper sizes, 8.5 inches by 11 inches or 11 inches by 17 inches. In addition, ask your printer if they have any in-stock specialty papers to use or if any specials are being offered by paper suppliers. Often, specialty papers are left over from previous jobs or paper supply companies are trying to deplete excess inventory and sell it at substantial savings.

2.   Use “screens,” instead of two colors, use one color along with a screen of the same color.  A screen produces a lighter version of the selected color, which adds interest like a second color.

3.   Avoid using “bleeds,” which is when the ink goes off the edge of the paper without leaving a border. This can add 5 to 10 percent to the cost of your printing order.

4.      On larger quantities printed on two sides, lay out both sides on a larger sheet using standard sizes. This is called printing “two-up” and can reduce costs by about 25 percent since production time is cut in half and a minimum of paper is wasted.

5.   Watch close registration of logos or illustrations, these may require the production of metal plates, adding dollars per ink color.

6.   Avoid large areas of solid ink, which may also require production of metal plates or longer press runs.

7.   Instead of printing photos in full color (four color), ask for “duotones” which use two colors instead of four. The results are often striking and may create significant savings.

8. When providing your materials on computer disk and/or providing a digital file, make sure your printer outputs a sample to check accuracy of the layout and colors. In addition, make any revisions before you turn your layout or digital files over to the printer. Revisions are costly once a job is in production.

9.   Print a supply of two-color “shells” or “masters”, for items produced in the same format on a recurring basis, such as newsletters. When a newsletter issue is ready for press the printer can simply imprint the text on the “shells” and you’ll save money over the life of the project.

10. Avoid rush charges, Find out what lead time is required for production, printing and added processes like folding and die-cutting. Stay on deadline to avoid rush charges, which can be as high as 50 to 100 percent above the normal process.

When choosing a print shop, find someone who is knowledgeable about cost reduction options and who is willing to work with you to make sure you are getting the most for your money. In addition, if you are producing your own layouts, consult with your printer in the initial design stages. This may save extra steps, as well as reduce printing costs over the long haul.

Mike Buchs  is one of  the owners of Allegra; Marketing-Print-Signs and he consults regularly with business owners about their communication needs. Buchs has been helping businesses develop their marketing and printed materials for 7 years.

Creative Marketing Services monthly newsletters  and articles are created to help individuals, entrepreneurs and the small business community at large to become better acquainted, more knowledgeable and more comfortable with the benefits, cost savings, expected R.O.I. and marketing practicality that are directly linked to small businesses and the use of email marketing, target market development, websites, traffic analysis, SEO, on-line promotions and the Internet in general. The Internet is also a great communications and informational platform for staying in touch with your current customers and provides the most up-to-date statistical data to help identify and target new potential customers.

CMS Network of Strategic Business Partners

CMS is a small business that was created to serve the small business community and all of our strategic business and marketing partners have similar backgrounds and work histories. They possess skill sets, or specialize in “industry specific” marketing areas, that are particularly attractive to the small business community as a whole and we all share in the responsibility for helping small businesses succeed by maximizing their marketing dollars in the areas that give them the best chance to attract potential new business and strengthen the business relationships they already have.

Most marketing experts agree, that in today’s economic environment, that the most effective, cost efficient and results oriented method of maintaining relationships with current customers and reaching the most viable pool of potential new customers is by utilizing the Internet and all it has to offer via in email campaigns, social media marketing, e-commerce, on-line promotions and web based surveys etc…It’s also the only marketing medium that’s not cost prohibitive and available to most small businesses which allows them to identify, target and reach a select group of potential new customers based on target demographic indicators.  The results of marketing to a group of people that have already shown an interest in your products or industry is substantially better than sending your marketing message to a group of potential new customers based on a common zip code or area code etc…

In an effort for our readers and subscribers to become even better acquainted with our strategic partners, CMS will feature an article, business blog and/or company profile etc… on or by one of our strategic marketing partners in our monthly newsletter and blog starting with today’s issue.