The Value of a Great Deal

June 28, 2012
All sizes Richard Morris Hunt's Ochre Court Flickr - Photo Sharing! - Goog_2012-06-26_10-07-40

Photo use Creative Commons license via Flickr – dbking.

How much deal-hunting do you do for your marketing campaigns?  Do you get quotes from multiple sources for your printing and distribution, or do you simply go with your favorite local printing company regardless of price?  If your strategy is the latter, you should know that you’re likely negatively impacting your return on investment.  Which means you’re not landing as much profit as you should.  The following explores the value of a great deal and what you should look for to reduce your overall marketing investment and increase your revenue.

What constitutes a great deal?

In terms of marketing investment, a great deal is one that saves you a lot of money without sacrificing quality.  Thus, you will achieve the same response rate and make more money from each marketing campaign.  One of the best ways to ensure you’ll get a great deal on your marketing is to plan your campaigns well in advance.  By doing so, you’ll have the luxury of monitoring your favorite sources for deals.  PsPrint, for example, routinely offers discounts of 50 percent off or more on business card, brochure, flyer and postcard printing.

A prime example

Let’s say you want to run a direct-mail postcard marketing campaign in which you’ll mail 10,000 postcards with a promotion that nets you $50 per sale.  If you land a 2 percent response rate, you’ll net 200 sales for a gross profit of $10,000.  It will cost roughly $3,600 to inkjet and mail your postcards, and another $50 for a mailing list.  Premium postcard printing on 14-point gloss paper stock, full color one side, normally comes in at around $560 for 10,000.  Thus, your net profit on this campaign would be $5,790 – a pretty good take.

But, if you landed a great 50 percent off deal on postcard printing alone, you would save $230 and net $6,020 in profit.  Do this with every marketing campaign, even just once per month (and assuming all the variables are the same), and you would make an additional $2,760 for the year.  That’s worth a mortgage payment or two, proving the true value of a great deal.

About the Author:

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. His previous roles included managing editor for a hometown newspaper and club bartender for a group of quasi-alcoholics. When he’s not writing, he’s usually counting lost follicles and wondering what he ever did with his time before his two children were born.
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About Brian Morris

Brian Morris serves in various capacities as a freelance writer, content developer and public relations specialist for growing small businesses. When he’s not writing, he can be found on the racquetball court - usually getting his tail kicked by guys 20 years older.

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