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An area of wasted publicity I would like to highlight is printed
material. Many are the times I have come across boxes of fliers and
business cards that have sat in storerooms for years - why? The reasons
vary - changes to menus, phone numbers, address, policy, management. One
might ask; why haven't these obsolete leaflets been thrown out?
(Re-cycled)
There are two reasons; first, all this beautiful colour printing with pretty pictures did not come cheap, and second, there is a thought harbouring in the back of the mind that one day in the near future this material will somehow once more become useful.
This brings me to a more important question: why were so many fliers, menus, business cards or whatever, ordered in the first place? The problem lies in not being able to resist a bargain; the more we buy, the better the deal. What is the solution? Order what we intend to use, and not what we hope to use. It should be as simple as that, but no.
All of us love to get a bargain; it has a way of making us feel good about ourselves. So next time you find yourself calculating how much you will save by doubling your order, try this. Apply the principle of shopping during the sales; regardless of how fantastic the discount is; it is only a bargain if we need the item and will use it.
I come now to the matter of the distribution of our printing- who does it, and more to the point, how well do they do it? This is a particular problem for large retail companies and yet they seem unaware of the wastage that runs into millions of dollars, pounds, euros each year. Large stacks of expensive magazines and brochures are casually dumped in the trash without a moment's thought. Was it necessary to leave fifty magazines at a building with ten apartments? Others are placed in such a way that they are blown away by the wind because not even a moment of consideration was given to their placement. Now, what was to be attractive advertising to catch the eye becomes an ugly eyesore.
This monumental waste of printed publicity happens when no effort has been made to make sure distribution is targeted and effective. We could look at it this way: one properly paid, trusted man could distribute 500 leaflets yet bring in more business than ten men badly distributing 500,000 leaflets. As ludicrous as this may seem, it could easily be true - just look around.
There are two reasons; first, all this beautiful colour printing with pretty pictures did not come cheap, and second, there is a thought harbouring in the back of the mind that one day in the near future this material will somehow once more become useful.
This brings me to a more important question: why were so many fliers, menus, business cards or whatever, ordered in the first place? The problem lies in not being able to resist a bargain; the more we buy, the better the deal. What is the solution? Order what we intend to use, and not what we hope to use. It should be as simple as that, but no.
All of us love to get a bargain; it has a way of making us feel good about ourselves. So next time you find yourself calculating how much you will save by doubling your order, try this. Apply the principle of shopping during the sales; regardless of how fantastic the discount is; it is only a bargain if we need the item and will use it.
I come now to the matter of the distribution of our printing- who does it, and more to the point, how well do they do it? This is a particular problem for large retail companies and yet they seem unaware of the wastage that runs into millions of dollars, pounds, euros each year. Large stacks of expensive magazines and brochures are casually dumped in the trash without a moment's thought. Was it necessary to leave fifty magazines at a building with ten apartments? Others are placed in such a way that they are blown away by the wind because not even a moment of consideration was given to their placement. Now, what was to be attractive advertising to catch the eye becomes an ugly eyesore.
This monumental waste of printed publicity happens when no effort has been made to make sure distribution is targeted and effective. We could look at it this way: one properly paid, trusted man could distribute 500 leaflets yet bring in more business than ten men badly distributing 500,000 leaflets. As ludicrous as this may seem, it could easily be true - just look around.
Michael Weber a.k.a. Robert Swianworter is the author of
"Restaurant Psychology for Everyone". More information can be found on
his website http://www.restaurantpsychology.com/synopsis.htm
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