What is Print Collateral and Why is It Important for Your Marketing Campaign?

If you have been told print collateral is important for your marketing campaign, but you don’t know exactly what that is, then keep reading; we’ve created a definitive guide of what print collateral is and how you can harness this powerful marketing strategy.

Adding thoughtful, creative and distinctive methods of print collateral into your marketing plan can aid you in converting leads into sales and build your brand reputation, which is absolutely key.

Now, not all print is made equal; there are some tips and tricks you can adopt that will make your documents more successful than others. Firstly, using high-quality materials and a smart logo that works across all platform is a good starting point, but there are many other things to consider.

If you follow our advice, which is born out of experience, your marketing material won’t end up being thrown in the bin.

What is Print Collateral?

Print collateral, aka leave-behind marketing materials, are used to promote the products and services your business offers, as well as events and fundraisers.

Examples of print collateral are:

  • Brochures and pamphlets
  • Folders
  • Flyers
  • Notebooks, notepads, and stationary
  • Calendars
  • Business cards
  • Booklets and catalogues
  • Direct mail ads and postcards

These marketing materials can be used in a multitude of ways, in situations such as sales meetings and consultations, trade shows, and fundraisers. Moreover, it is an effective way of establishing your brand that won’t cost the earth; they are much less costly than things such as water bottles and pen for example.

Branding useful, everyday items Really, how many times have you used a calendar or notepad with a company’s logo on it? Leave behind is an extremely effective marketing strategy that increases awareness of new and old brands.

The best part about branding on useful, everyday items like these is the strategy is subtle. Consumers don’t realise they’re being sold to, and when they need a product or service such as yours, they’re more likely to contact you because of the familiarity with your brand.

How Using Print Collateral Drives Sales

In this digital age, it’s easy to think that printed marketing materials no longer have any standing. This is a false assumption which could prevent you from cashing in on some hefty sales and conversions.

In fact, when compared to email, direct mail wins. A study by the USPS showed that 67% of people find physical mail to be more personal than the internet.

Additionally, 98% of people check their physical mail daily while the average open rate for emails is significantly lower. People still hold a personal connection with traditional mail.

The study also showed that receiving mail is a “real pleasure” for most. These are the customers you want to reach.

Prepare Your Sales Team

Your sales team should always have some forms of print collateral at their disposal. Business cards are easy to carry on your person, but if your team also has scheduled client meetings or you have a stand at a fair, detailed brochures and flyers are helpful too.

Part of your success as a business is determined by how well you can provide prospective customers with an insight into what you can offer them. Brochures and flyers put that information in an easily digestible format.

Often, customers want to do some reading before making a purchasing decision. Especially if the product you’re selling requires a substantial investment like a car or holiday package.

Reach Out to Existing Customers

Not only does using print collateral help you generate leads and reach new customers, but it can also help solidify relationships with one-time or returning customers. For example, if you have a customer who has bought from you in the past, you can send them a direct mailer like a postcard or catalog with an in-store discount code.

If you’ve recently added new products or services, advertise them in your print mailers too. It’s likely that if they liked your old product, an updated and improved version will catch their attention.

Take the time to identify the needs and wants of your existing clients and select your collateral accordingly. The aim should be to make your customers feel valued on a personal level.

Ways to Make Print Collateral Work for Your Business

The more people spend time glued to their electronic devices, the more print marketing stands out to them. Providing them with a physical entity that they can hold can really set you apart from the rest.

Here are some overarching, best-practice tips and tricks you should embrace when using print collateral for marketing purposes:

Print Collateral Gives Your Customers a Chance to Brag for You

When you replace buzzwords and marketing jargon with authentic customer testimonials, consumers who were not familiar with your company before will begin to trust it. Client testimonials and success stories can be used in various different forms to grab people’s attention.

For instance, if you landscape garden’s or run a hair salon, incorporating before and after photos showcase the quality of your work in a way that really can’t be argued against.

Word of mouth marketing is invaluable, so asking satisfied customers for testimonials to use in your brochures packs a lot of punch.

It Solidifies Your Brand Image

Establishing your business’s credibility depends on your brand image, which is particularly important for a new business owner trying to introduce your product.

Your brand image is so essential because it has to do with how your company and its marketing efforts makes potential customers feel. Brand image has many building blocks, including:

  • Your logo
  • Colors and fonts used in marketing material
  • The way your employees dress
  • The appearance and cleanliness of your store
  • Business cards

A strong brand image is a consistent one; all of your marketing materials and logos should match in all formats, such as business cards, billboards, or flyers.

When it comes to your logo, you want to create something that is clear, clean and easily read. Also, consider that it will need to get sized up and sized down to be placed on different types of collateral, so ensure that it looks good in all sizes.

It Establishes Your Worth

Using high-quality marketing materials from a professional printer is absolutely essential. Customers won’t be keen to invest in your product or service if it looks like a low-brow, slapdash job. In many cases, your leave behinds will serve as the first impression of your company; flimsy flyers won’t bowl them over.

Identify Your Company Tone of Voice

You need compelling and well-written copy to accompany your visually appealing photos and a great logo.

Establish your company personality and values and emulate that in your writing.

Think about the major brands you like to follow. What do they say (and how do they say it) that makes you and other customers loyal to them?

Then think about your own brand in the same way. Start by simply by jotting down words and phrases that define your brand.

What’s in it For Me?

In your print, of course, you need to talk about the products and services you are selling, but you also need to address what’s in it for the customer. Tell them how what you’re selling is going to benefit their lives.

This way, you will appeal to people while they’re home and not even thinking about spending money, as well as entreating impulse shoppers who happen to walk into your store. Tell them why they should get off their sofas and come spend their money with you.

Be Brief, Yet Actionable

Your collateral shouldn’t be too long or contain any convoluted sentences. Your wording should be direct, actionable, and create urgency.

Here are some words and phrases that you can incorporate:

  • Get it here
  • Don’t forget to
  • No hidden fees
  • See for yourself
  • Aren’t you tired of
  • Guaranteed
  • Effective
  • Ends soon
  • Real results
  • Discover what it’s like to
  • Unlock
  • Improve Your
  • You’ve Earned

Connect with your customer base by using a conversational tone and writing in the first person. You’ll notice ads are rarely ever formal or use the third person.

If you need assistance refining the strategy behind your print collateral marketing plan, then feel free to get in touch.

Email: gavin@daviesscothorn.com

Or give the office a call on 01283 532780.

Alternatively, come in for a chat and a coffee, our address is:  192 Horninglow St, Anson Court, Burton-on-Trent, United Kingdom, DE14 1NG

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