Advertising in a Recession – How Photocopiers Have Become the DIY Marketeer’s Best Friend

With tougher economic times seemingly here to stay, many companies have had to make certain sacrifices to keep their costs more under control. One area of spending that has suffered disproportionately more than others is advertising and marketing, an expense many companies have come to regard as somehow peripheral to their essential costs. While marketing and branding agencies have argued recession after recession that economic downturns are often the ideal opportunity to seize valuable market-share, most businesses simply do the obvious thing and slash their marketing budgets. But look at the many companies who have transformed potential adversity into opportunity during the recession.

While companies should do what they can to maintain existing marketing budgets or even invest in branding/marketing to a greater extent, the fact remains that many businesses, which can’t find sympathy with the banks or simply aren’t bringing in enough revenues to cover all their overheads, have had to sacrifice the prospect of potential new business just to stay afloat. It is for these businesses to which this article is addressed. Advertising doesn’t have to involve the employment of an outside agency or for that matter, vast expense. For many organisations, a fresh perspective on their marketing requirements and a radical re-evaluation of the tools at their disposal could make all the difference.

For those working within organizations who lease photocopiers, it may come as some surprise to learn that most of the latest photocopiers are equipped with various features that could be enormously helpful for the purposes of in-house marketing and PR. The latest photocopiers for example include standards of colour production previously only available on professional production devices, with a new toner, drum and controller delivering crisp, vibrant colour prints. For one-pagers, such as mail shots or postcards, photocopiers are able to provide comparable standards of printing to what would be possible on some litho production printers. Postcards, in particular, are an increasingly popular way for businesses with limited marketing budgets to reach their potential customers. Depending on the type of business, B-to-B or B-to-C, they can be mailed, hand-delivered, inserted in magazines or company literature, left in office waiting rooms or with other businesses which share a similar customer base. A memorable postcard is a superb way to reach potential customers and photocopiers can provide this format at the highest ever standards and at pretty affordable prices too.

Now that many photocopiers offer on-board document publishing suites as well, actually putting marketing materials together is much easier as well. Printing/publishing software for instance allows users to combine documents and information from various sources and formats, preview them and also to edit, annotate and add headers or footers. What’s more, this functionality can be accessed via the device’s user interface, so producing professional-looking documents doesn’t have to take a great deal of time.

From the trundling juggernauts of old, modern photocopiers have evolved to become the ergonomic lynchpins of many offices around the world today. Most users are aware of the added functionality as far as scanning, faxing, printing and network integration are concerned but many don’t necessarily realise just how far media handling tools have come-on as well. Combined with the more advanced printing technologies, these finishing tools have the power to handle a far greater proportion of an organisation’s promotional and marketing materials than would have been conceivable even ten years ago. Now it is a straightforward possibility for businesses to use their photocopier singapore to print their own business cards, postcards, leaflets, pamphlets, reports, document presentations, catalogues, booklets and much more.

In times of great economic uncertainty where many business’ marketing budgets have been significantly curtailed, the features of modern-day photocopiers provide invaluable flexibility – the flexibility to avoid large bulk printing costs and the flexibility to adapt to conditions on much of a company’s marketing materials as the market takes its course. And for organisations whose marketing activities have not previously embraced such formats, today’s photocopier singapore provide a great opportunity to migrate towards more cost-effective and manageable in-house methods.

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