Senior marketing staff are wasting the equivalent of a whole working week approving and amending direct mail and brochure copy, according to marketing communications specialist Elateral.
Senior marketing staff are wasting the equivalent of a whole working week approving and amending direct mail and brochure copy, according to marketing communications specialist Elateral.
Over a 10-year period, this could amount to a year's worth of time reviewing copy and sending it back and forth between design houses and printers.
The statistic, based on feedback from 20 customers worldwide, suggests that the average brochure takes four and a half working days from start to finish.
"I don't think it's too much to ask for printers and creative agencies to harness technology and streamline approval processes," said Richard Watney, chief executive of Elateral.
"Marketeers shouldn't be slaves to paper. If teams were freed up from menial and administrative tasks, their efforts and good work would be much more clearly visible."
Naturally, Elateral claims to have developed the world's first web-based marketing production tool, designed to allow control of promotional activity and print material over the web. Channel partners can customise brochure material that will increase the effectiveness of direct mail campaigns.
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