How to Successfully Convert Printed Materials Into Sales

Today, even with so much online media influencing business, branded printed materials still have an important place in the marketing mix. Simply put, printed materials remain an integral part of the selling process – just look around and notice all the different ways that business people are creating sales opportunities. The smartest thing for any business, of course, is to identify exactly which piece(s) of printed material will work best and then capitalize on the results.

Brochures, pamphlets, and flyers

Whatever the format of the printed piece, this is a marketing/advertising effort primarily used to introduce a business to a customer. Apart from communicating a business image, brochures and the like are ideal for informing customers about specific products and services. Importantly, the design elements and creative approach must be in line with the desired target audience.

Postcards and postcard campaigns

As anyone can tell from their mailbox, postcards are one of the most popular printed materials today. Varying in size and dimension, postcards are usually in full brilliant colour, and perfect for displaying images with extra impact. A postcard campaign is easy to execute, very easy to target to specific postal area, and remains a very cost effective approach to attracting business.

The traditional business card

Business cards remain an indispensable piece of marketing material. Clearly, they are the easiest form of business “introduction” and provide salient information immediately and concisely. The beauty of a business card is also as an image booster, where brand images can be reinforced with logos and colour schemes. Ideally, business cards, letterhead, and envelopes correspond.

Corporate letterhead/stationery

Letterhead is as effective as any other marketing piece when communicating a business image. In fact, well-designed stationery is excellent for reinforcing a business brand – the logo, the paper, and the typesetting all combine for a “look” that will represent the business. When letterhead, envelopes, and business cards are all coordinated, nothing is more professional looking.

More specialized printed materials

Many business owners get more specialized with their printed marketing materials. Here, it’s just a matter of creativity – it could be a “door hanger”; a branded memo pad; even custom-designed calendars. These approaches clearly stand out amongst the rest, often providing customers with useful items. After all, who doesn’t appreciate getting a new calendar at year-end?

Corporate presentation folders

Good-looking presentation folders are both practical and useful. And whether it’s for internal use or for mass distribution, presentation folders are ideal for organizing specific paperwork and keeping everything orderly. Here again, this piece is excellent for reinforcing company brand, and for communicating company image. Clearly, everything inside also has brand value.

Posters, flyers, and banners

Today, with digital printing processes, posters and banners have taken on a new dimension. They can be printed in virtually any size, and will usually contain a mix of text and graphic elements. Printed posters, especially in giant-size, are eye-catching and informative at the same time. They are multi-purpose, and most effective when supported by other marketing materials.