Creating collateral materials can be an expensive proposition when producing first generation items such as flyers, brochures and letterhead.  When producing materials for new lines or start-up companies, budgets can be tight and marketing may not be adequately developed to justify large print runs.

In-house Production

Producing materials in-house can provide the flexibility in quantity runs to cost-effectively manage the initial implementation of marketing materials.  The key is having the right equipment and professional, coherent designs that work well with that equipment.

Fortunately, modern business equipment makes it possible to cost-effectively produce basic printed pieces in-house.  For example, color laser printers that produce high quality prints can be purchased for around $500.00.  While these types of printers are not designed for large quantity output, they are useful for generating materials that might need to be revised frequently.

Keep in mind that the cost per unit printed can be quite high depending on the percentage of paper area that is covered by color toner.  Many times replacing all of the toner cartridges in a color laser printer can cost more than the printer itself.  However, costs are still kept in check because print run quantities are limited and the potential for wasted materials is reduced.

With the right kind of paper stock and a quality printer it is possible to create remarkably sharp and professional looking flyers, letterhead and even business cards.  Letterhead can be printed on high quality papers with watermarks, color tints or interesting textures.  Perforated sheets can be purchased that allow for printing business cards or post cards on 8.5” x 11” sheets that break apart easily.  With a precise paper cutter the slightly rough edges caused by perforations can be avoided.

Professional Design

Good design is the key to in-house materials that credibly portray a company and its products or services.  An experienced graphic artist can ensure professional designs that mimic offset printing quality.  The rule of the thumb is to invest in professional design and save money by using in-house resources that reduce print run quantities and unused/obsolete materials.

The most flexible marketing tool available to a business is a web site, a subject that we will explore more fully in future issues of this column.  The same basic principles apply to web sites as in-house printed materials – good design presents a professional and credible image while maintaining the flexibility needed to keep costs low.

copyright 2008 © Cedar Marketing Group, Inc.