In our experience working with a government client, we saw how a lower printing price per piece could encourage ordering more than was needed.
The client purchased brochures to advertise programs and activities in the area. The brochures needed to be updated every year. When comparing printing prices, they saw that the more they ordered, the lower the cost per piece became. A larger order seemed like a good deal.
But they could only distribute so many brochures in a year. More than a quarter of what they ordered never got used. When it was time to update the information, those extra copies were thrown out.
The lower price per piece didn’t necessarily mean a better deal for what they actually needed.
How long will the information stay current?
Before placing a printing order, ask yourself: What is the lifespan of what we’re ordering?
If the material includes prices, dates, event schedules, or seasonal programs, how soon will that information need to change?
You can also consider what belongs in print and what would be easier to keep current on your website. A brochure might explain your services and direct readers to an online schedule, rather than printing dates that will soon change.
Try to have some information to back up how much you expect to distribute before the next update. What did you use last year? How much was left over? Were there places you expected to distribute it that didn’t end up taking as many copies?
Ask for the total price at a few quantities close to what you expect to use. Look at how much more you would spend for the additional copies and whether you’re likely to distribute them before the information changes.
Sometimes the additional cost may be small enough to justify having extras. But make that decision based on what you expect to need.
Order for the season you’re serving
For a seasonal business at the Shore, that might mean ordering materials specifically for the busy summer months.
A brochure with summer hours or an entertainment schedule may have a short lifespan. If your hours, offerings, or events change after Labor Day, leftover copies may no longer give customers the right information.
Think about when and where the materials will be used. An order intended for hotel brochure racks during the summer may need a different quantity from something you keep at your counter throughout the year.
For a restaurant, pizzeria, or cafe, start with how many takeaway menus customers pick up in a typical week and when you expect prices or items to change. Use those figures to estimate the quantity you’ll need before the next revision, allowing for differences between busy and quieter months.
When does ordering in bulk make sense?
If the information is likely to stay current, ordering in bulk can be reasonable.
A piece without prices, dates, or calendar events may stay useful longer. You still need to consider whether the services and contact information could change, whether you have proper storage space, and whether the purchase fits your budget.
Before approving a larger order, look at the total cost, how long the information will stay current, and how many copies you can realistically use. A lower price per piece is useful only if the overall purchase makes sense for your business.
Planning brochures, menus, or other printed materials? Tell us what you’re working on, and we can help you think through the options.
