In the face of a growing digital age the question of print media versus a wholly online marketing presence emerges as a significant consideration for many small businesses.

However, modern developments in printing technology—coupled with the undeniable efficacy of printed material— has opened the door to a marketing revolution.

Low volumes and dynamic, variable data make large format printing a viable option for any marketing campaign.

Additionally, increased quality relative to price makes even the most economic printed solutions impressively effective. That being said, determining annual advertising budgets is a dynamic process that requires careful consideration.

New Print Technologies

Some of the most impactful developments in printing technology revolves around application of the ink, introduction of novel substrates, and increased printing speed. New print head technology, allowing for a broad spectrum of materials and the use of innovative inks makes large format printing a viable solution for almost any application.

These developments also cut print times dramatically, meaning that jobs will take less time, require less ink, and therefore cost less. Furthermore, these developments also mean a higher resolution printing capacity, ultimately meaning a better quality product for a lower price.

Ad Budgets

While lower prices in traditional printed media mean a more economic marketing platform for small and large businesses, determining an advertising budget still has to depend on the goals of the campaign itself. Two methods for computing advertising budget relative to your business’s revenue can be explained as:

  • Set aside a certain portion of the previous year’s gross sales, and allocate a certain percentage for marketing expenses. This may be rationed based on daily, weekly, or monthly expense, and will also vary based on profit margins (usually resulting in a budget around 2-5% of gross sales).
  • Determine what the cost would be to promote and sell a product at a certain price, based on set sales objectives that are reasonable for the pertinent business climate.

In either case, the goal of any and all advertising must be set as specific and well defined, evaluating the long term and short term benefits of the campaign compared to the overall investment.

Therefore, it is essentially important to keep track of any and all expenses to be able to correctly ascertain the effectiveness of a marketing campaign.


Printed media will remain a critical part of every large and small business for the foreseeable future. High-quality printed material with an effective message and appealing aesthetic will always yield to customer acquisition.

Because new print technologies are paving the way for cheaper, better quality products, this opens the door for small and large businesses to utilize these proven techniques.

That being said, determining the best advertising budget and strategy will largely be tied to annual sales revenues and the ultimate goals of the marketing campaign.

It is undeniable that this is a growingly digital market, and with the common language of “print is dead” being thrown around, investing in large format printing may seem like the wrong direction for an advertising budget.

But, there are many options which utilize cross implementation of digital tools—such as social media and QR codes—to bolster the effectiveness of traditional printed media.

Finally, new print technologies are creating a new environment for business owners and consumers alike, where effective printed material plays a pivotal role in marketing.

At Brant InStore , we have all of our services and technologies under one roof. We are always at the forefront of change and new print and finishing options.

Learn more about Brant by calling 1-800-265-8480 or filling in our contact form.

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