Have you ever wondered what print marketing materials you need for your business or organization? You’ve come to the right place!
What are Marketing Materials and Why Do You Need Them?
Print marketing materials are physical collateral used to promote a company’s products or services. And they’re often overlooked.
Even in this digital-obsessed time we live in, odds are you are still using some form of print marketing for your business or organization. However, if your printed marketing materials are low quality, rushed, or inconsistent, consumers will think your products and services are too. And if you don’t offer these materials at all, you’re missing out on opportunities to connect with customers and spread brand awareness. Investing in these materials will allow for a greater ROI, as well as more positive brand recognition.
In my last blog post, I talked about the power of print and 8 key benefits of using print marketing. It’s undeniable that print marketing is an invaluable component to growing and maintaining any business. So what materials do you need?
Here are 7 print marketing materials that will enhance your business:
1. Business Cards
Business cards are handy, portable ways to share your information and promote your business. They typically include your contact information, company logo, social handles, and an optional tagline.
I know what you’re thinking. “Why do I need a business card if I have LinkedIn?” Sure, of course you can always add someone on LinkedIn. However, offering a physical card or two to new contacts or customers is a perfect way to make a lasting impression on whomever you’re networking with. You can always follow up afterwards on LinkedIn, but nothing beats exchanging a quality business card – especially if that business card is truly unique and on-brand.
What’s more, business cards are easily shared. Handing 2 or 3 business cards to a client encourages them to share your business with others. There have been a handful of times I have had someone share my business card with others, leading to more connections and opportunities.
You can also get creative with business cards to stand out. For example, this coffee shop owner’s business cards of a hand holding a coffee cup:
This design really adds a sense of personality and communicates another layer of the brand. I’d honestly hold on to this business card just for the sake of aesthetics.
Make sure you have updated, on-brand business cards available for patrons and clients. It’s best practice to supply your employees with a stack of cards to share with customers and leads as well. Don’t be afraid to think outside the box and use your print marketing to make a lasting impression!
2. Letterhead & Envelopes
Letterhead is printed stationery that you can use to communicate with your clients, customers, or anyone involved with your business. These materials usually include your company logo, contact information, and maybe a tagline or design element to add a sense of branding at the top of the piece.
When done well, customized letterhead and envelopes exude professionalism. It’s best to use quality paper and to print in full-color to emphasize attention to detail. Of course, everyday communication can be done via email or phone, but letterhead stationary and envelopes adds a personal touch to your messages that your clients will appreciate.
Remember, marketing is a practice in memorization. Having repeat, well-branded communication with customers is a simple yet effective way to market your business. Investing in stationary and envelopes is a great way to continue these efforts.
Brochures are a timeless way to provide important information to prospective customers. Much like your website, a brochure is a tool you can use to present the “story” of your business. You can use it to highlight your company mission or objective, products and/or services, and contact information.
If you are a spa introducing a new line of facials, you can create a brochure that highlights the details of each and place it in your lobby for patrons to browse. Or, if you’re a non-profit attending a fundraiser event, you can offer brochures detailing the background of your organization. These materials are also great to place at points of sale or in mail-outs.
Brochures are an effective and tangible way to communicate information your customers need to feel well informed about your business or organization. A must-have marketing material!
Catalogs provide lists of products or goods for sale, usually in a booklet form for customers to flip through. You can distribute these at events or meetings, place them at your store, or mail them directly to customers.
With digital being the go-to form of browsing and purchasing, it may seem like a waste of time to develop a physical catalog of your goods or services. However, a catalog is a chance to provide a comprehensive look at what your business offers. Plus, catalogs have a higher retention rate than a website – customers tend to browse and keep them for later use.
Consumers vary in their purchase behaviors. Some people enjoy using catalogs more than the internet to browse products. I personally look forward to receiving my monthly catalogue from Free People, a popular women’s clothing brand. I enjoy the experience of flipping through the pages of high-quality photos that I can dog-ear for later, and then move to their website to make a purchase once I’m ready to buy.
Providing the option of a catalog to your customers shows that you are willing to accommodate different shopping preferences.
5. Direct Mail Postcards
Direct mail marketing is a great way for businesses to reach prospective customers in specific geographical areas or that match desirable demographics. There are sooooo many reasons to use direct mail, no matter what your business or industry. You can mail directly to prospective customers using a variety of materials, but postcards are a popular format.
Direct mailers can be used to:
- Promote an event or sale
- Offer coupons or discounts
- Spread awareness of your brand or location
- Guide prospects to a landing page or website
There are a few options for sending your postcards. Every Door Direct Mail, or EDDM, is a service of the USPS that allows your business or organization to send saturated mailings to geographical areas of your choosing at a discounted postage rate. EDDM is a great option for B2C businesses, as it will mail to every residential address along a chosen mail route.
If you want your postcards to go to more specific prospects, you can use a targeted mailing list. Target specific demographics such as income, age, sex, marital status, and more. Mailing lists provide the ability to send pieces to specific individuals at their home addresses, allowing for more personalized messaging.
Plus, you can send direct mail postcards to your current customers anytime you want as a way to share relevant offers and keep them up-to-date.
Read more about the difference between EDDM and targeted direct mail and when to use them here.
If you’re not investing in quality signage for your business, you are missing out. There are a number of signage, banner and display options to choose from, depending on the nature and goals of your business. If your signs are designed well, people will take notice.
Eye-Catching Signage Can:
- Increase sales
- Attract more customers
- Increase traffic to your store or location
- Reinforce your brand and name
Common signage options include:
- Store-front signs
- Trade show displays
- Banners and flags
- Indoor and Outdoor signage
Store-front signage is a common marketing material for businesses, especially those with physical locations. Here is an example of store-front signage South City Print completed for a local spa. We used window decals, so that the signs don’t have to withstand the elements:
7. Thank You Cards
Gratitude goes a long way. Customers appreciate when businesses take the time to add a personal, genuine touch to communication. For example, after each project, we send our customers a thank you note. Our customers love it!
Check out this message from a customer:
Thank you for the nice card. Good to open something in the mail that’s not an invoice. Thanks for all you do!
You can send a thank you card to prospects who attend an event, to customers after they receive a service or purchase a product, or to clients after a meeting. Nonprofits can also use them to send to donors.
Anyone can send a follow-up email. Take the time to write a short hand-written note. It not only will help you stand out from competitors, but increase your credibility.
Lastly, thank you cards help repeat the sales cycle. Include a business card or two in your cards for happy customers to share with others. This is as an organic way to get referrals and increase business opportunities.
How Do You Create Marketing Materials?
Now you’re ready to get started on your marketing collateral and grow your business! But where to begin? If you have the capabilities, you can design and print your materials on your own. Odds are, though, you won’t have the printers, paper materials, or ink to do this on your own. A local printing service can help you with the design and printing of your materials, as well as keep your orders on file for repeat use.
We hope you get great use out of these marketing materials and grow your business!