Is Custom Printing Worth the Investment?

Custom printing takes more to execute, there’s no denying that. And if you’re hesitating over the additional costs or time required, that’s understandable. But the thing to remember about custom printing is that those extra investments up front equal a better return in the end. Improved response rates, increased sales numbers, stronger brand impressions - in this blog, we’ll explain how custom printing makes exceptional outcomes so much more achievable for your print campaigns.

What Drives the Cost of Custom Printing?

With custom printing, you get to control every aspect of the final product. The materials it’s printed on. The print finishes and their placement. The total number of prints, how they’re assembled, even variations in what each individual print says - it’s all bespoke, and it takes more time and care to execute than a one-size-fits-all solution. The additional cost associated with custom printing reflects this extra effort.

Where Custom Printing Delivers ROI

Fortunately, the additional upfront costs of custom printing aren’t spent in vain. Custom printed packaging, marketing materials, and resources tend to do better in a variety of ways vs. their standard printed counterparts.

Higher Engagement 

Custom prints and packaging stand out from the crowd, compelling viewers to pause, consider, and engage more intensely.

Better Response Rates

Particularly in direct mail campaigns, custom prints get better response rates from recipients. This includes redeeming offers, scanning QR codes, calling back, or RSVP’ing - whatever response you’re looking for, custom printing means it’s more likely to happen.

Stronger Brand Perception 

Because custom printing stands out from the crowd, it looks and feels more ‘premium’. This impression helps build a brand’s reputation with the person handling the print. Custom printing can also help tilt your brand perception in a specific direction, thanks to the level of control it gives you over finishes and materials. You can learn more about this subject in our other posts about branding.

How to Maximize Your Investment

Of course, to achieve that superior ROI, you can’t just launch into the custom print process blind and hope for the best. It’s critical to have a plan for how you’re going to harness the strengths of custom printing, to serve your particular marketing and communication goals.

Think about who you’re targeting, what they’re interested in, and how you can best reach them. Customize your prints to both suit their tastes and project your desired brand identity. Choose colors, motifs, and finishes that align with those goals. And set yourself up for success with the right distribution plan, with data customization and mailing support straight from your printer.