The economy has slowed, the recession continues, and everyone is called upon to cut spending. Simply eliminating marketing expenses may seem the easiest route to take, but s tatistics show that it is not the wisest move. A study by the American Business Press and Meldrum & Fewsmith showed that “sales and profits can be maintained and increased in recession years and [in the years] immediately following by those who are willing to maintain an aggressive marketing posture, while others adopt the philosophy of cutting back on promotional efforts when sales appear to be harder to get.”

That said, it is still as important as ever to get the most from your advertising and marketing expenditures. Having been in business since 1991, Partin Design Group has seen a lot of changes in the printing, advertising and marketing industry. Based on our experience, here are a just few tips for getting more for your dollar without sacrificing quality.

GO DIGITAL

Today’s digital presses, which do not require the pre-press and press set-up of conventional printing, allow you to print smaller quantities of full color pieces more affordably. The quality of digital printing has greatly improved over recent years and while it is still not a true match for the higher quality of offset printing, most untrained eyes cannot tell the difference. Not surprisingly, even envelopes can now be printed digitally (see samples at Sir Speedy in Burlington)! And, while digital printing will not be a good fit for all jobs or quantities, it’s certainly worth investigating.

SIZE MATTERS

CHOOSE YOUR DAYS WISELY

Did you realize that some newspapers offer a discount for running an ad again within a certain timeframe? For example, when you run an ad on a Monday or Tuesday in The Times-News in Burlington, and “pick it up” again within five days, you get a 50% discount on the second placement. And, while some newspaper rates are almost the same for weekdays and weekends, others charge a premium rate for placing in the Sunday paper. Do not overlook weekly papers. They often reach the same audience at a fraction of the cost.

PLAN AHEAD

Rush jobs and reactionary marketing can be costly because they limit your printing options, may require higher postage rates to make delivery, and can encounter overtime and rush charges from vendors. Whenever possible, create a marketing and advertising plan that covers three, six or even 12 months at a time.

For more information, contact me at angela@creative-wise.com