Why printed marketing materials are here to stay
Huge chunks of marketing and advertising budgets are often spent on web design and online advertising, so it’s easy to overlook printed materials or to disregard them as unnecessary. But marketing collateral—a catch-all term for all of the media that sells a product or service—still goes well beyond the digital realm. Even the most modern business relies on the distribution of printed marketing materials as important tools for their sales force. They count on it for rich and robust direct mail campaigns, to distribute at industry events and tradeshows, and to accompany their product distribution.
Why it’s necessary
Marketing collateral is what sets your business apart from competitors. It defines and strengthens your brand, telling the story of who you are, why you matter, and why your target audience should buy from you. On a more practical note, it builds awareness of your business and leads to increased sales.
The most effective collateral leverages both digital and print resources, carefully blending them to accentuate the most powerful and unique attributes of your business. Digital provides accessibility and convenience, while print demonstrates your commitment to longevity.
Back to basics
The exchange of business cards dates back over a century, and remains a respected interaction among networkers today. A strong card design catches the recipient’s attention, making a memorable impression while clearly conveying your style, value, and brand identity.
Sell sheets and flyers provide information on products or services in an easy-to-read, unassuming format. These pieces effectively convey details that might otherwise be overlooked or forgotten, leaving behind a hard copy for future reference.
Another great tool is the brochure, which can be distributed in print and online format. You can highlight your main offerings while also delving a little more into who you are.
What your business needs
Marketing collateral is essential for business growth in all its forms, but it’s difficult for someone outside your business to tell you exactly what will best suit your needs. For maximum results, consider meeting with a printing company who offers graphic design and copywriting services. You’ll want to carefully consider your audience when choosing and designing the collateral to highlight your products or services. Most importantly, make sure everything is consistent: colors, logos, fonts, and styles should complement one another and resonate the same message across all advertising platforms.
Going the extra page
Beyond the basic pieces—business cards, sell sheets, and brochures—lies a world of enhancements for your marketing collateral. Coil books and smaller booklets go a step beyond the brochure with more facts and figures available for later perusing; this is a clean, sleek way to present industry colleagues or potential customers with a tangible reference.
Finally, manufacturers and other industries often require a plethora of print collateral to accompany and support their product distribution. This may include product literature, packaging inserts, training manuals, kits, specialized fulfillment projects and more. Pairing up with a reputable printing partner that is capable of handling high volume printing and unique custom print projects, with all its support services, is key to receiving the adequate support your organization deserves.
With a slew of printable materials available, it’s easy to find ways to make your business stand out, whether it’s by providing manuals and user guides or including something so simple and effective as personalized notes on custom stationery. With careful thought in choosing the right print collateral, your business will be primed to make its mark.