Your marketing minute: 7 things to NOT overlook in your print marketing

By Donna Dahl, Makoye Marketing

Do you have business cards that represent your business? Do you distribute pamphlets to your prospective clients? Do you offer hand-outs when you deliver a presentation? Are you still trying to impress your audience with your print marketing stuff by doing it on your home office printer?

The first thing you want your customers to understand about you is your professionalism.

Here are 7 important things NOT to overlook when it comes to your print marketing materials:

1. The quality of the paper. Flimsy paper equals uncertainty in your impression. Strong paper, glossy finish, and woven feel all contribute to an impression of you. Choose the quality of paper that is a fit for you and that fits the job. When in doubt, seek advice.

2.  The quantity to print: How many individual pieces will do? I have seen would-be politicians with thousands of brochures left over after an unsuccessful political campaign. I have seen cardboard boxes filled with outdated catalogues thrown into recycling bins. What a waste! If you are not sure, consider a small test run and get some feedback before you commit. At the very least, ask the printer to provide you with a proof copy. Sometimes the computer generated proof is not exactly the same as the hard copy.

3. Your budget: How much were you planning to spend? Have that figure in mind before you go shopping for quotes. My best advice is to find a printer that you like and give that printer your loyalty. Just like your family doctor and your dentist are in your life for the long haul, your printer should be, too. That way, all your print marketing files are in one place and available for future use. You shouldn’t have to go looking for them.

4.  The size of the product you wish to print: Are you going after poster size or letter size? Will a postcard meet your needs or are you looking for something that fits into a business-size envelope?

You can even vary the size of your business cards to make them slightly different from the norm.

If you are having notepads made, for instance, you may want to adjust the dimensions in order to maximize the amount of paper used, minimize waste and reduce cost.

With one client, we moved from the standard folded brochure to a postcard-like rack card which stands up very crisply in a brochure stand, feels substantial in the hand. and significantly reduces the amount of text used to communicate the message.

5. The function of the product: How will the print marketing product you are producing be used by the consumer? When, where and how will it be distributed?

Networking events often lend themselves better to printing something that can fit into a pocket.

Mailings, on the other hand, will need a budget for the weight as well as the size of the package. Make sure the format fits the circumstances.

6. Your target market: A younger audience, for instance, might prefer something entirely different than a more experienced one. Have you asked your customers how they would like to see your information presented?

Where you find your prospects may also tell you something about what to create in the way of print marketing to support your enterprise.

7. Your purpose: What do you want to have happen as a result of spending your valuable time, money and energy to develop print marketing materials? Why are you doing this? Let your purpose guide your approach.

There are so many other factors to consider like the quality of the printing, the quality of the graphics, and the quality of the photography. Then there is your brand consistency to add to the mix. If all this sounds a little overwhelming, a marketing strategist might just be the answer to your dilemma.

Bet you never thought there was so much that went into printing a little flyer!

Donna Dahl is an author, marketing strategist and professional speaker/trainer. Her work takes clients from Stuck to Start™ in 90 minutes. Ask her about her new Stuck to Start™ by Phone program. She can be reached at donna@makoye.com. Visit her website at www.makoye.com or take in one of her shows at www.thewinonline.com/shows Donna Dahl was awarded a 2011, 100^th Anniversary International Women’s Day Outstanding Service Award in Business.

Category: Business