There are only two basic business functions – and how print on demand supports one of them

As restrictions ease further and businesses large and small move into recovery mode, budgets continue to be under intense scrutiny.

Management theory expert Peter Drucker wrote: “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.”

If you don’t believe Drucker, continuing marketing activities might feel like a cost. But if you have your energies focused on the right things, you will see a return. Just think about Coca Cola – it’s one of the most recognisable brands in the world, but it never stops marketing. You can bet it’s doing that for a good reason and not just on a whim.

All that being said, the reality of the current business world is that many businesses do have less cash to splash than ever before. So if you’re looking for smart solutions, print on demand could be one.

Why print on demand is coming into its own

Print on demand does exactly what it says on the tin – it allows you to print small quantities of things, only when you need them.

You can use it not just for printing traditional marketing materials – leaflets, postcards or small brochures – but also for things like banners or feather flags.

Print on demand reduces the commitment to buy larger quantities of things than you really need, potentially reducing the cost of print in the first place, but also doing away with the costs of storing boxes of print you aren’t ready to use just yet (or may never use!).

There’s a world of possibility, and while you might see the unit price higher than if you printed 250 or 500 of the collateral, overall you’re likely to spend – and waste – less.

Marketing and recovery

We’ve had a good few weeks here at PMG. It feels like confidence is returning, and with that, people’s willingness to commit money to marketing.

Whether it’s reminding existing clients and customers you’re still around, part of a front of mind campaign that’s been running for months, or a brand new activity to open up new segments of markets, clients are keeping us busy advising on the right type of print for the outcomes they want.

If you need that kind of advice in your life, you know where we are!