Printing Guidelines for Cause Marketing Pinups
Printing is a critical step in the cause marketing pinup process. If you manage it correctly, you’ll maximize the money you can raise for your organization and drive down expenses.
The key is to exercise control. Control over the design. Control over your return trips to the printer. Control over perhaps the single most important item on your pinup: the barcode!
Control the design. The design is in your hands, and no one else’s. This way, you can create a pinup that is appealing but affordable. Avoid things like die-cutting, large sizes, perforations that go in multiple directions, and stapling. These things drive up costs, but don’t increase sales.
Choose the best printer for the job. It’s best to get three quotes. Trust, but verify. Talk to each printer about additional design elements for your pinups. Every printer is unique and has different in-house expertise. What’s expensive at one may be affordable at another.
Reduce the number of trips to the printer. Going to the printer is like going to the gas station: It will cost you every time. Ideally, you want to do one large run. A second run is almost never worth it. Most money from point-of-sale is made in the beginning of the program when motivation is high.
Also, if stores do run out, you’ll lose momentum and ultimately money on the second printing, which generally takes eight to ten business days to fulfill. Get it right the first time! A simpler design will be easier to reprint if you do have to make that second trip.
There is an exception to the usual rule — when you’re working with a retailer for the first time, and they have a lot of stores. In this situation, you may want to plan for two print runs so that you don’t end up tossing thousands of unsold pinups because of unseasoned, unmotivated cashiers.
Barcode. Work with your printer to barcode the pinups and even the boxes they’re delivered in. You need to work with your retail partners and your printer on a barcode that will work for everyone. Choosing a unified barcode is less complicated than it sounds, but it needs to be on your to-do list.Barcoding your boxes allows for seamless tracking, receiving, and fulfilling.