It may be good practice to come up with conservative estimates for your sales projection in your business plan, but when it comes to marketing always aim high. Make sure you have enough print materials for your best case scenario and even then, provide large allowances – for your budget on printing cost and for your actual number of prints.

1. Do You Have More than You Need?

• Print more than Print Twice
The cost to print an extended run or higher volume for printing is less than the amount of having to run your print design twice. When it comes to estimating printing volumes, it is best to err in the side of caution and have more prints than you need. Besides, you can always give away the extra prints and widen your advertising scope.

• Advertising is still a numbers game.
No matter how sophisticated or well thought out your print ads may be, advertising still requires getting your message to the most amount of your target audience as possible in the hopes of getting more response.

2. How long will you run your campaign?

• A Stitch in Time Saves Nine
Knowing how long you intend your campaign to run can save you on the choice of materials
for printing. Sometimes upgrading to a print that can last a few years instead of several months is tempting, but a print that outlives its usefulness is ultimately useless just the same.

• Sun Protection
The thicker UV-coated paper for example can last between several months and a few years, depending on use. It may sound like a good deal in the long run if you intend to keep the same marketing campaign for years.

3. Can I re-use the prints?

• Reuse, Reduce, Recycle
When you have standard and predictable promotions year in and year out that customers have come to expect, you can think about recycling your advertisements. You can reuse your window signs from the same holiday season the previous year along with the Christmas tree. Advertisements are after all repetitive and brand recognition requires familiarity.

• Use the right print for the right occasion
Are you expecting to join a lot of trade shows? Have your posters printed on durable vinyl and reuse this display material for your trade shows and other occasions. This can give you great savings you can use for other promotional materials like give away items, or having other print materials you can give out.

4. Can I break even?

• Effectivity
The ultimate standard to consider when comparing printing costs is your return on investment. It pays to know just how much your projected sales or response will be for each advertising strategy.

• Long Term Benefits
Inexpensive prints can be used for farming purposes or for planting ideas to your customers’ minds, while brochures, catalogs and other more expensive materials can be sent to those already predisposed to purchasing your items. The total printing cost should be a fraction of what you expect to make in the long-term.

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