Brochure printing; an advertising opportunity??
Advertising is everywhere but you have to wonder if its effective and for that matter can you even measure the effectiveness?
Companies pay big money to put their name just about anywhere; taxi cabs have electronic billboards with ads scrolling across the roof every 30 seconds, elevators have electronic screens to pitch a product as you travel from the first to the third floor. There's a company, or at least there was, who knows if it's still around, that gives you a free car, the only catch, the entire car is wrapped in a full color printed advertisement. You can't escape, in the bathroom the urinal ad poster is right in front of you as you take care of business. Do we pay attention or have we become immune?
What does it cost to put your name in front of as many people as possible and how do you know if it's worth it? I thought about this recently when a small brochure printing project came across my desk. A PTO group needed 900 twenty four page booklets nothing fancy mostly black and white with color covers just your average low cost brochure. They got a few quotes and were ready to move forward when one of the printing companies made an offer they couldn't refuse. If the printing company could add their logo to the project they would cut the price by 50%. the PTO grabbed it, why not, they just cut their cost in half, I wonder how much value the printing company got for their investment.
It would be one thing if they got a full page ad and the chance to outline all the benefits they offer to a targeted audience, but they just had a small logo printed on the back of a brochure going to an unknown audience. The idea of getting your name in front of as many people as possible must work because everyone seems to do it, but how do you know if you get your money's worth? If 900 people get the booklet how many will actually read it, how many will notice the print company logo, and how many are ever in a position to actually buy print? Do these questions matter or is it just about putting your name in front of as many people as possible and seeing what sticks?