Making the Case for In-house Marketing

From handmade shoes and coffee roasters to handcrafted bicycles and neighborhoods, it’s a well-known fact that the Pacific Northwest has a thing for all things “do it yourself.”  Somewhat curiously, however, this passion rarely extends to the creative and yet practical art of in-house marketing.  So why are we making the case for hands-on marketing now? By all indications 2012 looks like it is going to be a real nail-biter. Putting aside the end of the Mayan calendar and the seemingly endless presidential race, marketing experts predict that 2012 will also be the year that:

  • Email marketing gets seriously social.[1]
  • Mobile marketing goes global and goes home.[2]
  • “Always on” consumers insist on niche messaging “all ways.”[3]

Change is the new normal in today’s rapidly evolving marketing landscape. If you are still relying on an outside vendor such as a print shop to create traditional marketing collateral, you may be needlessly squandering resources that could be better spent helping you thrive in a chaotic environment. Here’s a quick comparison between print shop marketing and in-house marketing and how your most valuable assets (money, time, image) can be affected:

Cost

  • Print shop: Not only will you pay higher prices, but these initial costs may also sway you to order more than you really need. This can lead to stacks of outdated materials.
  • In-house: By creating and printing only what you need, you can save money and materials.

Flexibility

  • Print shop: When it comes time to reprint, fix errors, or update content, many print shops charge for changes in addition to printing.
  • In-house: With fewer hardcopies on hand, you avoid making hundreds of flyers obsolete due to changes in staff or business offerings. Plus, you’ll always have business cards or brochures available for a last-minute client meeting.

 Control

  • Print shop:  Many print shops charge steep prices for designing a brochure or flyer that you may not even like.
  • In-house: You remain in control of the messaging, quality and effectiveness of your collateral.

In our next blog we’ll take a closer look at how Copiers Northwest’s partner in technology, HP, can help. HP has the technology and a vast portfolio of free creative resources you need to reflect the unique style of your business while reducing costs, increasing flexibility and retaining control. Can’t wait to get started? Give us a call today at 866.692.0700 to discuss how in-house marketing can make a difference in your organization. And to see a comprehensive listing of 2012 marketing predictions, click here.

[1] “Will Email Marketing Be Dead In 2012?” Ramon Ray, Smallbiz Technology, December 6, 2011. http://smallbiztechnology.com/archive/2011/12/will-email-marketing-be-dead-in-2012-a-sales-guru-gives-his-5-predictions.html/.

[2] “5 “Local Marketing Trends To Focus On In 2012,” Tom Shapiro, Search Marketing Standard, December 20, 2011.  http://www.searchmarketingstandard.com/5-local-marketing-trends-to-focus-on-in-2012

[3] “2012 Interactive Marketing Predictions,” Emily Riley, Forrester Blogs, December 7, 2011. http://blogs.forrester.com/emily_riley/11-12-07-2012_interactive_marketing_predictions_i_give_you_the_year_of_the_social_mobile_customer

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