In today's digital age, printed marketing materials might seem like a relic of the past. However, statistics tell a different story. According to the Pew Research Center, 79% of Americans still believe physical mail is more trustworthy than email regarding important information. Additionally, a study by Epsilon found that integrated marketing campaigns that combine print and digital channels generate 30% higher response rates than digital-only efforts.
So, how do you leverage the power of print while maintaining efficiency and cost-effectiveness? The answer might surprise you: in-house printing. Instead of outsourcing your marketing materials to external print companies, consider bringing the process in-house for various benefits.
Cost Savings: Print Like a Pro Without Breaking the Bank
Outsourcing can seem convenient, but the hidden costs quickly add up. The final bill can be significantly higher than anticipated, including design fees, printing charges, shipping and potential minimum order quantities.
In-house digital printing, on the other hand, allows you to gain control over your budget. You only pay for the materials you use, eliminating unnecessary markups and minimum order charges. Additionally, investing in a high-quality, multi-function device gives you access to printing, copying, scanning, and faxing in one machine. This reduces your overall equipment footprint and associated costs.
Real-life example: A small restaurant chain previously outsourced its menu printing, spending an average of $1,000 monthly. By investing in a multi-function device with high-volume printing capabilities, they cut their monthly printing costs by 50%, saving them $6,000 annually.
Data Security: Keep Your Marketing Messages Confidential
Outsourcing your large print jobs involves sharing sensitive marketing data with a third party. This introduces a potential security risk, especially when dealing with confidential information like customer names, addresses or promotional codes. In-house printing eliminates this risk by keeping your data secure within your network.
Real-life example: A healthcare provider faced a data breach after their outsourced print shop experienced a cyberattack. The incident resulted in compromised patient information and hefty fines for the healthcare provider. By bringing printing in-house, they regained control over their data and mitigated future security risks.
Variable Data Printing: Personalize Your Marketing for Maximum Impact
In today's data-driven world, personalization is key to effective marketing. In-house printing allows you to utilize variable data printing (VDP). This technology can tailor each printed piece with unique content based on individual customer data.
Examples of personalization with variable data printing could include personalized greetings, targeted offers or relevant product recommendations. Studies by the Direct Marketing Association show that VDP campaigns can increase response rates by as much as 500% compared to generic mailers.
Real-life example: An e-commerce company used VDP to personalize its marketing brochures, including customer names, purchase history and recommended products. This resulted in a 20% increase in sales conversions and a 30% improvement in customer engagement.
Partnering with the Right Copier Dealer: Your Key to Success
Bringing print in-house isn't just about buying a machine. It's about forming a partnership with a knowledgeable copier dealer who can help you navigate the process and maximize your return on investment. Look for a dealer who offers:
- Expert advice: Choosing the right equipment for your needs is critical to success. A good dealer will assess your print volume, budget and printing requirements to recommend the perfect solution.
- Comprehensive training: Learning how to utilize the full capabilities of your new device, including VDP features, is essential. Your dealer should provide comprehensive training and ongoing support to ensure you get the most out of your investment.
- Workflow optimization: Streamlining your printing processes can save time and money. Your dealer can help you optimize your workflows, integrate printing with existing software and automate tasks for increased efficiency.
By partnering with the right dealer, you can unlock the full potential of in-house printing and transform your marketing initiatives for greater success.
Conclusion: Bringing Printing In-House - A Smart Choice for Your Business
While outsourcing might seem like an easy option, in-house printing offers a number of compelling advantages. From cost savings and data security to the power of variable data personalization, taking control of your marketing materials can significantly boost your ROI and empower you to create truly impactful campaigns. So, start exploring the possibilities of in-house printing and watch your marketing efforts reach new heights.
Fraser Advanced Information System has a team of production print specialists who can help you maximize your in-house printing. Our variable data experts work with you to create multi-channel marketing campaigns with variable data personalization. We can also help you maximize your workflows to create an efficient in-house print program.
Ready to learn more? Contact us today.