Sometimes people don’t know what they need until you tell them—or at least, help them discover it for themselves. That’s one of the goals of a print audit: You’ll help your client see how their printed marketing collateral is performing (or not), then offer suggestions for how it could perform better. As a printing expert, you’re uniquely qualified for this.
This doesn’t have to be a complicated process; it’s basically gathering information, assessing the current state of their print materials, then making a list of recommendations.
We’ll help you get started with this list of questions you can use for any print audit:
- What does your organization or business do?
- Who are your primary audiences?
- What are you doing now to grow your audience size?
- What are your goals in terms of growth?
- What types of projects have you printed before and when? Have them identify anything in these areas:
- Marketing collateral (brochures, business cards, stationery)
- Mailings (postcards, appeals, dimensional pieces)
- Promo (Gifts/Awards)
- What methods are you using for printing? (e.g. digital vs. offset)
- What size of pieces do you typically print?
- What does your database look like? Have you mailed to this database before?
- Do you segment your audience?
- How many vendors do you use? What do you do in-house vs. outsource? (e.g. printing, folding, stuffing, matching, scaling, stamping, storage, fulfillment, etc.)
- What are your budget constraints?
Then look at their cost per piece and determine red flags.
- Are you personalizing any information on the mailer?
- What are you getting for a return—can we quantify that ROI? Cost per piece, cost per acquisition/conversion?
- How many conversions do you need to have to pay for the piece?
- What’s the call to action on the piece and how do you track conversions?
The answers to these questions will give you a wealth of information about how their print marketing is performing so you can offer your professional recommendations—and services—to make it more impactful and cost-effective. And if all goes well, you will have won a new client.