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Call me skeptical, but I fully believe the best way to really get deep into a recession is to announce through the news media that we are in a recession. It’s one of those self-fulfilling prophecies in my opinion. Despite all that, I’ve been told that we’re in a recession. People are holding on to their money and trying to weather the storm. Well that’s all just fine and dandy, but while your competition is slashing advertising budgets and trying to hold on to their capital, why not go ahead and take advantage of the situation to get your name out there in front of buyers?

Ten years ago I would not have recommended printing as your first choice in times like these because printing was much more expensive, relatively speaking. However in today’s world of technological advancements, competition in the printing industry (largely due to the internet)  as well as hordes of new gadgets have brought prices down remarkably. Couple this with the fact that other advertisers are pulling back the reigns, so print shops REALLY want your work. They will be much more willing to negotiate prices and terms, and work hard to build a good relationship with new customers. Now I’m not saying you can go in and beat up your local print shop because they are hungry for work, but rather talk to them and tell them that you are interested in starting a new sale campaign with direct mail and if things go well, it will not be your last. They are looking for stability, just like the rest of us, so if you can build a relationship with them, you will both be better off in the long run.

Here are some ideas to consider that will help you save some money…

• Talk to your printer about using their “house stock” for your projects. They buy this paper in bulk and at a substantial savings, and you can reap the benefits.

• Have your print shop give you quotes on 1, 2 and 4-color printing so you can compare and design your project accordingly. Ask their in-house designer about recommendations that will give your project some impact without breaking the bank. You may not need a flashy, full-color postcard announcing your “After Christmas Sale” when a much simpler and equally effective 1 or 2 color postcard can do the same thing if it’s creative and stylish (and it will stand out more too).

• Ask if they offer mailing services or if they work with a mail house to complete your mailing instead of you typically paying first-class postage on postcards. Sometimes I think people assume if they pay the print shop to handle the mailing, they’re only saving themselves the work and not saving money, but you can really save both!

• When talking about mailing and postage with your print shop, tell them to give you a clear breakdown of postage prices for different sizes of mailings, and always ask for suggestions on how you might design your project differently to save money.

• If you print a full-color newsletter or something similar on a regular basis, talk to your print shop about printing “shells” instead. You may have to change your design a little, but the concept of shells is meant to save you money from the very beginning. (See the Printing Terms page for a definition of shells.)

• If you’re printing a short run (500 or less) look at other options like digital printing. Some places refer to digital printing as nothing more than high-end copiers and they really produce amazing results. Some online printers also focus on this market, so visit the links on my Resources and Links page to see if one of those companies can deliver what you need.

• If your project folds and it is a short run, consider having the print shop deliver the project flat and folding it yourself. This is not an option I normally recommend, but if you are on a tight budget, it could save you a few pennies.

• Simply sit down and talk with your print shop. Discuss your budget and tell them what you are trying to accomplish. This is the best way to put all the cards on the table and hash out a good, solid plan. They see all types and variations of printed projects and will probably be able to show you some samples and toss out some ideas that you can incorporate into your own projects. You may leave with a flurry of inspiration and a much better feeling about how to get your message to potential and existing customers.

The bottom line is this…don’t view the recession as a scary and depressing time when you should sit back and wait for it to be over. Look at it as an opportunity to gain a slight advantage over all of those other people who are sitting on the sidelines. People are still going to buy things. So when customers do decide to part with some of that money they’ve been holding on to, wouldn’t you rather be the one on the recieving end?