The biggest risk with both print quantities and stock quantities is to order too few (and run out at the wrong time) or too many (and have them sit in stock going out of date).
Map Your Distribution Channels
Start by drawing up a list of distribution channels. Then, based on your knowledge of how often these will be used, work out a realistic monthly figure for each and multiply it up by the amount of time you expect your brochure to remain current.
Build In a Wastage Buffer
There’s always going to be some wastage, so it’s best to add an extra 10-15% to your order quantity to account for spoiled, damaged or mislaid brochures as well as those you may need at short notice to cover unexpected requests.
Factor in Unit Cost vs Shelf Life
As shown in how unit costs change with print volume, large quantities can save a lot of money per copy. However, the design must remain relevant for a long time. If you change your offer or prices frequently, then short frequent print runs can actually work out cheaper.
Account for Seasonal Peaks
If you have a busy season or an event coming up, work out the demand for this separately to your normal demand. The best approach is to order a short run that will arrive in time for your event or season.
Check Minimum Run Requirements
Remember also that minimum run quantities for brochures are typically set by printers at around 50-100 copies. This will impact your decision on the lower end.
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It also helps to avoid having to carry excess stock and re-print hastily when you run out too soon.
Summary
This article gives a method for deciding brochure print quantities. It covers mapping distribution channels and multiplying a realistic monthly usage figure by how long the brochure will stay current, and building in a 10-15% wastage buffer. It weighs unit cost savings from larger print runs against the risk of needing to update pricing sooner, and notes minimum run requirements of around 50-100 copies.
Questions this article raises
- How do you calculate the ‘realistic monthly figure’ for a brand-new distribution channel with no history?
- At what print volume does the unit cost saving stop being worth the risk of an outdated brochure?
- How much do printers typically charge extra for a short run below their usual minimum?
