COST EFFECTIVE GRAPHIC DESIGN AND MARKETING

Choosing between corporate exhibitions, graphic design services or web marketing.

Cost Effective Graphic Design and Marketing

Photograph: Schoschie (Flickr.com)

Many clients often wonder what is the most cost-effective way of marketing in a increasingly web-orientated b2b culture.

By far the most cost effective was is to go “web only”. With no print costs you can simply focus on pushing companies to your website. However, don’t rule out the effectiveness of traditional graphic design; whilst a brochure may cost several pounds to print and several hundred pounds to design, it will easily make you stand out against the competition - especially in networking environments and during business meetings where clients can take something away with them.

In my past experience of doing b2b exhibitions we found the most cost effective way of promoting our business was to have business cards promoting the website on the reverse, a light brochure (cheap to print) to give away to any prospective clients and a full brochure to give away to red hot leads. This was relatively successful and the return on investment was good. Our graphic designers were also happy with the feedback they received throughout the exhibition.

Of course, you also have to bear in mind that exhibition stands cost, typically, several thousand pounds. They also take organisation and they need to be staffed. Could investing all of this time and effort into a new website be a better option - an exhibition is of course, only for a few days, a website lasts several years (but of course the return on investment is also spread out).

My overall conclusion is to consider the requirements for an immediate return on investment then decide on which marketing, graphic design service or web design service you require in order to achieve it. Short term return on investment options include web banner advertising, pay per click advertising, flyer advertising and corporate b2b exhibitions. More long term strategies include Search Engine Optimisation (SEO), billboard advertising and constant business networking.

We wish you the best of luck with your marketing!

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