Do you have lots of unused literature?

Delivering sales messages, specifications and documentation can generate of stack of print - but is print still the most appropriate medium?

Traditionally company, product and service information has been delivered as  printed documents. But even in its hay day piles of unused print stacked up in marketing offices and in the boots of reps cars. As more and more information is being delivered and consumed online, it makes sense to review the print budget. Firstly it is important to distinguish between the different process elements involved in producing a piece of print. Three main elements are 1) researching, writing, photographing and collating content, 2) design and 3) artwork for print - or for other media. Lets just consider these three items. Accurate and timely content is vital whatever the final form of delivery and so is design. Quality design is important as it subconsciously conveys an impression of the company itself that even people untutored in such matters will notice. But not all collateral now needs to be printed and even if designed for print might actually be delivered as a PDF for customers and prospects to download and choose whether or not to print at the point of delivery.  You might opt for digital print on demand which has the benefit of not just avoiding producing   surplus print, but allows for regular updates and customization. A newsletter or company magazine will typically have a known circulation perhaps with a bonus exhibition quantity. Other material however may be best integrated with web site content.

Traditionally there has been a hierarchy of print requirements that can be quite extensive and accordingly the 'print' or 'literature' budget can be a significant part of the marketing communications budget. A 'print' hierarchy could include:-

• Corporate brochure introducing the company and establishing credibility with new prospects.
• Sales literature introducing the benefits of the company products and differentiating them from competitors. These too might have a hierarchy from product ranges or families to individual products.
• White Papers and user guides placing products within a market and technology context.
• Product data and specifications providing performance and specification information.
• User, operation and installation manuals and documentation.

The list could be far more extensive and in reviewing budgets it is worth creating a hierarchy of information then deciding on how it will be used. For example is it important to control the quality to impress prospects in the early part of the sales process, in which case print could be the best option? Is technical data that is accurate and up to date what counts most, in which case a downloadable PDF might be the best option. Or is it an instruction leaflet packed wit the product where a simple black and white sheet perhaps with QR link to a video instruction or downloadable manual could be a preferred option?

As with other big ticket budget items such as advertising and exhibitions, it is time to review and reconstruct the print and literature budget as well.