If you are trying to find ways of saving costs on marketing material, you are not alone. Ever since the marketing pioneer John Wanamaker (1838-1922) coined the phrase “Half the money I spend on advertising is wasted; the trouble is I don´t know which half”, marketing executives and design professionals have been trying to find ways of saving costs on marketing materials.
To see where the opportunity exists to save costs, it’s worth looking at the overall budget and seeing where you’re spending your money. Great photography, video, graphic design and copywriting are essential elements of marketing campaigns. Without that original creative you’d have nothing to market with. Creative providers don’t usually react well to hard negotiation and it’s easy to have the end product suffer because they feel ‘lowballed’.
Execution costs matter too – whether you’re buying print or digital ads, radio or TV spots, paid search or printed collateral. It’s hard to negotiate with Facebook, Google or Twitter. If your spend is substantial, you can negotiate hard using volume and annual spend with local radio and TV stations, squeezing every second of airtime at prime spots for your brand.
When it comes to printed collateral, it’s a different story. Printing has changed radically in the past decade with a huge amount of automation that has dramatically reduced the production time and costs of printing using lithographic presses. New printing technologies including digital presses – where runs can be as low as one copy – and inkjet devices, which produce stunning graphics, are really accessible from a cost perspective, yet still present opportunities for saving costs on marketing material.