A while back we shared a post Why Brochures are Still a Valid Marketing Tool. The point of the post was that in this day of electronically shared data not everyone can be reached electronically when they are ready to be contacted. For example, sharing a brochure at an event may be the timeliest way to connect with a prospect and can lead to further conversation. Appealing to multiple senses by putting a tangible piece of marketing material in a prospects hand will capture more attention than only telling someone to, “Go to our website, send me an email, or you can find us on Facebook.” If you want to improve your engagement, tell prospects how to find you AND hand them collateral material sharing the information.
How to Use Different Types of Print Collateral
Brochures – Brochures are versatile. They can be displayed on a rack at a business, shared at a trade show or event, and be distributed as part of a sales presentation. A professional brochure should be one of the first pieces of marketing print collateral for any organization—B2B, B2C, or not for profit.
Flyers – These materials are used for special events and limited offers, but they can also be used to focus on a particular product or service. For example, a brochure may show the overall mission and capabilities of an organization whereas a flyer can focus on one aspect of the whole, a new product introduction, or a special offer.
Business Cards – This is the one piece of print material almost everyone has, but not everyone’s looks professional. Too many cards are poorly designed afterthoughts because let’s face it; most of the cards handed out are never used. But here’s the point, whether someone responds to a card or not—they look at it, and if it looks unprofessional—what does the prospect think of the organization?
Letterhead and Envelopes – Snail mail may not be as prevalent as it was even five years ago, but don’t be misled into thinking it doesn’t matter. Tastefully designed, and eye-catching stationary continues to distinguish professional organizations from those who are less than A players.
RIP Cards, Door Hangers, and Direct Mail Pieces – Rip cards may be placed anywhere a prospect could use your contact information—events, sales presentations, or trade shows. Door hangers are used by service people on calls, lead generation canvassers, and any business wanting to advertise its products in a specific area; I found one yesterday on my door from a local pizza parlor. Targeted direct mail is a proven marketing method, but only if the direct mail piece does its job.
Presentation Material – Presenting to any group without marketing collateral is like going hunting without ammunition. Presentation folders, inserts, and brochures all add professionalism while appealing to a greater number of senses. Whether it’s a sales demonstration, fundraiser, or any other presentation, print collateral embellishes the delivery.
The next time you tell a prospect to email you about a product or service, hand them a professional business card, a brochure covering the organization, and a flyer about the specific call to action; by doing this you’ll increase your chances of connecting and isn’t that what you hope to accomplish? If you’d like ideas on collateral print materials, we’d be happy to help. Contact Kevin Greek – he’ll send you a brochure.