Six
Ways to Turn the “R” Word into “P” for
Profits
Marketing budgets seem to be the first victim of the cost cutting
axe when the recession rears its ugly head. If you think about
it, it’s really counterproductive to cut something when you
need it more than ever. If however, you are working with a tighter
budget, here are some tips that can help you make the most of it.
Plan, and do more
for less.
Save money by looking at the big picture rather than the individual
pieces. If you have set your goals for a year or even half of
a year, share them with your marketing and design firm. Ask them
about ways to save by writing, designing and printing pieces
together in advance.
Let the web do the heavy lifting.
Reach out often for less with bite-sized information that directs
people to the web for details. Postcards (especially when gang printed)
are inexpensive to produce and mail, and allow you to reach out to
your audience multiple times. Even less expensive, and easier to
monitor are well-targeted email blasts.
Work in phases.
If you need to update your website, but can’t afford an overhaul,
ask your design firm to phase out the project. The most important
parts can be done first, and additional features and functionality
can easily be added later if it’s planned ahead of time.
Pitch the print.
If a large portion of your budget is devoted to traditional print
tactics, consider doing more online.
Print advertising is expensive, and is often hard to measure the
return on investment. Online banners can be tracked for effectiveness,
and adjusted quickly in response to results.
Rethink your audiences.
Many organizations produce different pieces targeted towards different
audiences. (Think attendee versus exhibitor). Is there a solution
that allows you to combine that information into one cost effective
solution? Or could you design a direct mail campaign towards each
with a call to action to a mini website?
Become an expert tracker.
Now is the time to think long term. If your competitors pull back
their spending, this is your chance to stand out. It also is the
time to track everything. This year’s marketing budget can
easily get cut next year, so track the results of all campaigns
for excellent budget defense at year end.
* * *
w•inktips is published by Bremmer & Goris
Communications. Each issue is packed with information and useful
insights into marketing design and communications issues that
affect your business life.
© 2008 Bremmer
& Goris Communications. All rights reserved.
Bremmer & Goris Communications
creative thinking. effective campaigns.
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Alexandria, Virginia 22301
703.739.0088 • www.goris.com • www.NoCannedAdvice.com
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