Using services like Tweak or Flyeralarm, it is possible to select from hundreds of attractive pre-designed brochures, which include premium quality photography, professionally written copy, which can be customized to the needs of the business. This design and the creative assets associated with it will be included in the cost of printing the brochures which substantially reduces the cost of ‘starting from scratch’ with a blank page and paying for every minute of time which is being spent on the project.
This may not seem like the ideal answer for some business owners, who may not favor the designs available or who feel the need for a professional designer to create something unique for their brand. But for them, there’s the option of using the kind of savings that the global coffee brand achieves.
It’s called template thinking. In this case, the coffee shop owner will use a DAM just like their global competitor, but not one that costs $50,000 a year, but perhaps $1000 per annum to manage and create all of their design assets in a year, like Tweak Brand. The owner briefs the designer about the brochure to be produced and thinks not just for this season or next, but the entire year and commissions templates for their coffee shop which can be used for multiple purposes throughout the year and can be adapted to include special offers with changing information and pricing.
So, the economies of scale start applying straight away. Designing, say four related brochure templates for the coffee shop will not be a multiple of the single design cost. Once the designer produces the first template, the other will be adaption, which will probably just take a few hours each. In fact, it makes much more sense to decide all of the assets that will be required throughout the year – from napkins to posters to press ads and large format display and get the talented graphic designer to create templates for all of them.
Once the templates are created, it is a simple matter of uploading them to Tweak Brand or a similar digital asset management system. During this process, it is possible to ‘lock down’ the elements that should not be moved or changed, to protect the brand integrity. It is also easy to upload multiple libraries of photos for different campaigns or seasons and make them available for easy inclusion in designs. So, every time a new version needs to be created, there are no more expensive trips to the designer (who probably doesn’t really enjoy making these excruciating changes anyway!).
A marketing intern or administrator with no design or software knowledge can quickly make the change required on Tweak’s online system in a web browser and produce a proof. Then it is simply a matter of creating a high resolution print ready PDF and sending it to a local or online printer. This is a good option for reduce brochure printing costs on ‘branded design’. It has the benefit of 24/7 access to design assets and minimal cost to create new artwork and benefit from producing new brochures and other collateral pretty much for the printing cost only.