News
 7
Ways to Trim Production Costs
When it comes to direct mail, everyone wants to find
a way to get the same return on less investment. As
one of the biggest expenditures in a direct mail
campaign, production is a logical and easy place to
start. Tracy A. Gill reveals seven simple things any
company can do to trim some of the fat out of its
production budget.
1.) Use standard-size envelopes. With the right
creative, #10’s, 6" x 9" and the like, have just as
much mailbox impact as their custom counterparts for
a fraction of the price. To keep standard-size
efforts from falling victim to fatigue, without a
major redesign, try folding the contents in
different ways to fit into other standard size
envelopes.
2.) Work with print vendors to determine the sizes
and shapes that will make the best use of their
printing sheets. By trimming a quarter of an inch
here or an eighth of an inch there, you may be able
to print two or three pieces across the form,
resulting in less trim waste and less time on press.
When that math doesn’t work, use the extra room to
print freemiums, lift notes, or other ancillary
pieces.
3.) Don’t be afraid to commit—to your production.
Buy paper in bulk, rather than on an as-needed
basis, to get better rates. Consider using your best
print vendors on a contract basis; many will offer
discounts if you do.
4.) Use four-color printing sparingly and supplement
it with less expensive two- or one-color designs.
For example, impose a brochure so that one side
features all the images in stunning four-color,
while the reverse features one-color type. Avoid
spot colors unless they are absolutely necessary;
that one extra color adds many extra dollars to your
budget.
5.) Look for inexpensive bells and whistles to add
interest to a direct mail piece. For example, rather
than using a costly scratch off to get prospects to
interact with a reply device, have them play a
matching game or sign a “special offer acceptance”
agreement.
6.) Print on lighter paper to reduce both paper and
postage costs. Glossy papers are a good candidate
for this, because they reflect more light and
therefore can be more forgiving of quality.
7.) Get it right the first time. Author
alterations—or even worse, reprints—are killers to
both your time line and your bottom line.
---Source:
Ballantine Corporation (www.ballantine.com).
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Melissa Data
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