While Digital Marketing is slowly overtaking print, particularly for SMEs, over 90% of SMEs still use printed media as part of their marketing. Due to the high quality requirements, most of this is printed externally – updating leaflets, printing new posters, and renewing business cards can be very costly, especially if you have to throw away existing stock and update it frequently.
While large scale printing will almost always need to be done externally, you could reduce your marketing budgets by bringing some of the smaller printing jobs in-house. Mailshots and leaflets can certainly be printed in-house if you have a suitable printer in the office. If you would like to take this approach, you can use a number of different printers to keep costs down for every day printing while using another machine for your marketing.
Choosing the Right Printer
If you would like to take more of your printing in-house to save money, you just need to make sure that your printer is suitable for the work. It’s also essential that you assess your print spending to find out how long it will take for you to break even on the investment. You may be surprised – external printing can be extremely costly so it may take less time than you think.
Laser printers are usually recommended for marketing materials as they deliver crisper results. They are usually more expensive than Inkjet printers simply because of the technology and materials required to make them, but the running costs are far cheaper and they ultimately use less consumables for colour images. Laser toner also lasts longer than ink, so you can print per pages per cartridge.
Multi-Functional Devices (MFDs) combine photocopiers, printers, and scanners and are ideal for office environments. Many models also have a range of finishing options such as duplexing, stapling, holepunching, offset modes and booklet creation. This means that you could even print your own brochures, given the right device and paper.
Making the Most of Your Marketing Budget
As the marketing world changes it’s important to make the most of your money. The majority of businesses still use print marketing in some way, if only for leaflets and business cards. Bringing those print jobs in house can help you reduce your spend and allocate the savings elsewhere.