Inkmatters believe any form of printing is an investment and like all good investments you should expect a healthy return.
We ensure that in a competitive arena, your printed piece stands out amongst your competitors. If your printed brochure or catalogue is on a shelf or a table amongst your competitors brochures or catalogues, our strategy is to ensure yours stands out in a way that will make people reach for your brochure or catalogue first. The print we produce is designed and specified to attract, in order to promote your business, sell your products, get bums on seats, pass on ideas. Most printed pieces end up in the bin, we work with great designers and specify to ensure we get retention. We want people to pick up your brochure or catalogue and put it on their coffee table, show it to their friends or family and above all, read it and then act upon the information they are given or images they are seeing.
understanding print investment
If you are interested in learning the fundamentals of investing in print, you have come to the right place. Our primary mission is to educate businesses how to invest in their print material and improve their opportunities.
To understand how this is done we need to be able to distinguish between a commodity and an investment. A commodity is a good for which there is demand, but which is supplied without qualitative differentiation across a market, the market treats it as equivalent no matter who produces it. An investment is defined as putting money into something with the expectation of gain within an expected period of time. Often this “something” is seen to already have value or has the potential to create greater value.
Whilst it is evident that in today’s market, a lot of print buyers perceive print as a commodity, the reality is that there is qualitative differentiation across the print industry and understanding how these differences work can add considerable value to how and what you print to promote your business.
great print investment story
Print investment is about generating a higher profitable return than the initial outlay. The cost needs to reflect a better return and a good strategy offers great returns, often with measurable outcomes. In 2010 we produced a subscription brochure for a small Arts company. Their faith in print was at an all-time low after the 2009 campaign of design, print and mail flopped and they drew only 30% of their expected subscribers. We convinced them to spend 50% more on a print strategy with us; their budget went from $5000.00, the year before with another company, to $7,500.00 with Inkmatters. We collaborated and provided a strategy that still included design, print and mail.We improved the way their message was presented and the result was an increase in subscribers from 321 subscribers in 2009 to 1037 in 2010. An increase over 300% for as little as $2500.00, increasing their revenue by more than $130,000.00.
When you look at print and digital media as standalone products, a printed piece appeals to the most basic levels of a person’s senses. A well specified printed piece is multi sensory it appeals to touch, smell, sight and even spatial senses. Print is tactile, convenient and far easier to read than digital media. Consumers read printed material 30% faster than on-screen material. When you compare print to digital media, there are also less distractions with print, no message or email pop ups, tweets, banners or websites diluting the message or drawing your attention away from it.
We are not saying other forms of media are ineffective or to ignore them, we do believe the best campaigns use a combination of media and for the highest and most measurable returns. An investment in a print/augmented reality strategy will deliver the best return. Contact us at firstname.lastname@example.org for a quick demo to see how this can work for your business.