The Print Marketing Collateral Every Business Needs

As you get ready to open for business, make sure your new startup has the print marketing collateral you’ll need to make connections, educate customers and promote your business. Using today’s technology, you have the ability to create and print many of these pieces in-house. 

Here are the basic print marketing materials that every small business should develop:

Business cards

Business cards are essential for networking and spreading the news about your business to prospective customers. You never know when you’ll meet a potential client, so always carry business cards with you to exchange. You can also enclose business cards with invoices for clients to share with friends, include them with sales proposals or other communications and insert them in presentation folders.

Don’t settle for boring business cards. Take advantage of today’s technology to develop an attention-getting card that promotes your brand. Be sure to include your business logo and all the essential information prospects need to contact you: your business address, phone number, email, website and social media “handles.” (Tip: Use the back of the card for contact info, so the front looks clean and uncluttered.)

Letterhead / Envelopes / Note cards

Professional-looking letterhead, envelopes imprinted with your business’s name and return address and note cards are wise investments. Every business needs to mail things, from sales pitches to invoices, and using letterhead lends authority. Drop your customers thank-you notes on your business note cards to make a lasting impression. Depending on how frequently you use the mail, you may choose to have your stationery professionally printed, or print your own in-house as needed using your business’s printer.

print marketing materials

Leave-behind marketing materials

Leave-behind marketing materials educate prospective customers about your business. You can give these items to potential customers after meetings or have them on display in your store or office for customers to take. Use your printer to print out copies before a meeting, or whenever you are running low. Leave-behind marketing materials can include:

  • Brochures
  • Flyers
  • Product/service fact sheets
  • Price lists

The specific leave-behinds you’ll want to create will vary depending on your industry. For instance, a B2B company will probably need separate price lists and sales sheets, while a B2C company can usually get by with just brochures. A one-page flyer printed on colored paper is an affordable option if your budget is limited or if you plan to do a neighborhood marketing campaign dropping flyers on doorsteps.

Folders

Leaving a prospect with a messy handful of papers after a meeting creates the wrong impression. Instead, present your proposal, media kit or leave-behinds in an attractive folder featuring your business’ logo. A folder can be used for dozens of purposes, including sales calls, PR pitches or trade shows. Save money on folders by featuring just your business name and logo on the front and including slots inside to insert a business card. This way, even if your business changes addresses later on, you can still use the same folders by inserting new business cards.

If you’re attending a trade show or pitching the media, you can use your folder to create a media kit or press kit by printing out and including:

  • A press release
  • A company/product/service fact sheet
  • A company background sheet sharing your business’ story and mission
  • Your business card

Print Marketing Collateral Tips

To develop the best possible print marketing collateral:

  • Use the same basic information in all of your collateral items, customizing it to the particular piece. For instance, your brochure can incorporate elements from your company fact sheet.  
  • Integrate print and online marketing collateral. The same information you use on your business website can be used in your print collateral. For example, the “About” page on your website should include the same general information as your company background sheet.
  • Proofread everything. Before you print or use any marketing collateral, make sure that it is free of spelling and grammar errors. Carefully check phone numbers, email addresses and other contact information.
  • Know your options. Learn the features of your business printer and how it can help you print professional-level print collateral. For larger runs, ask other business owners in your area what printing services they use. 

About the Author

Canon LogoCanon U.S.A. is a leading provider of consumer, business-to-business, and industrial digital imaging solutions. With approximately $36 billion in global revenue, its parent company, Canon Inc., is one of Fortune Magazine's World’s Most Admired Companies in 2014. Canon U.S.A. is committed to the highest level of customer satisfaction and loyalty, providing 100 percent U.S.-based consumer service and support for all of the products it distributes. Learn more at usa.canon.com.