Running a business isn’t easy. You need to be able to market your products and services to your target audience. You need to be able to project a good image. Printed marketing material quite often is one of the first avenues you have to attract your audience. It is easy to think that since most businesses are online that printed material doesn’t matter. It does.
There are at least three times that you’d use printed marketing materials to attract potential customers. The first time is when you initially contact a potential customer personally. The second time is to make people aware of an open house or a sale. The third time is to provide information on a new product or service. For these times, you definitely don’t want to print on cheap paper or rely on a printing company that uses cheap ink.
Quality Control and Image
Using cheap ink that wears off on a person’s hand reflects on your business. You may not think that it makes a difference but it does. Because print marketing can enhance your company’s image, you don’t want potential customers to think that your product is shoddy due to poor image resolution.
Quality printing provides your company with the boost it needs to attract new customers. It also reflects back to your products and services. Shoddy, faded and smeared copy tells potential customers that your products and services are the same.
Tangible Asset and Visible Items
People like having stuff that they can hold in their hands. A great quality printer that is designed to re-create your company’s logo on merchandise that you can pass out is priceless.
Poorly marked items that wear off leave your company’s advertisement in the lurch. It could also result in lost sales.
Insurmountable Delays and Dropped Orders
A good reason why you shouldn’t go cheap when printing marketing materials is the insurmountable delays you could encounter. These delays could cost you both time and money. Working with a cheap printer, especially if it’s an online printer could also result in dropped orders. A lack of communication, a typing error and shipping delays are typical issues with cheap printing.
Building Your Company’s Image-Brand Awareness
The best way to build your company’s issue and produce brand awareness is through printed marketing material Contrary to popular thought, not everyone is online all the time. Poorly put together print advertising repels customers. It reflects badly on your company’s image as well.
Using cheap printers may save you some money in the short term. It could also ruin your company’s reputation. In other words, the money you supposedly saved using cheap printing would probably end up costing you more in the long term.
If you value your company’s reputation, you will think twice before utilizing cheap printing materials. Spending a few extra dollars will be well worth the cost of printing marketing materials. It could also bring in new customers and retain your existing customers.