17 Types of Print Marketing Materials and How To Use Them

 17 Types of Print Marketing Materials and How To Use Them

In today’s global marketplace, successful businesses know how to generate awareness of their brands, products or services. Effective print materials can help potential customers form associations with color schemes, logos or phrases, particular companies or products. In this article, we discuss what print marketing materials are, how you can use them to promote awareness or sales and explore 17 popular types of print materials.

What are print marketing materials?

Print marketing materials, also known as marketing collateral, are items that promote your business, raise brand recognition and remind current or potential customers to call your company and use your services. They are tangible materials associated with your business that consumers can see, read and use like billboards, testimonials, signs, coffee mugs and T-shirts.

Benefits of print marketing materials

Your company, brand or product may benefit from using print marketing materials to achieve the following:

• Raise brand recognition: You can use print marketing materials to present your brand colors, logos and design in different formats to either distribute or display. This helps people recognize and remember your company and products whenever they see those colors or designs.
• Reach a wider audience: Many types of print marketing materials can be passed between people by hand, left on tables, displayed in windows and noticeboards or forwarded by email. With a small investment, you can introduce your business to a wider audience than you might with other more forms of advertising.
• Gain attention: Giving a customer or client a physical item that displays your business information provides them with a resource that’s easily available. Whether it’s a business card, a pen or coffee cup, it puts name recognition within easy reach. It saves the customer the time and effort to search online, especially if they’ve forgotten your company’s name, location or services.
• Provide visual information: Some customers prefer to “see” what you offer so tangible print marketing materials that include a photo or image can be helpful. Once you get their attention with clear headlines and visuals, they may be more likely to read descriptions and sales pitches elsewhere in brochures or fliers.
• Promote special offers: You can use print materials to advertise special discounts or other offers that might attract new customers. These materials could include coupons or discount codes that potential customers may redeem in person or online.
• Increase sales: As well as advertising your business, print materials usually include phone numbers, physical and digital addresses and other information. The materials can help you show off products and provide detailed descriptions that help potential customers choose your company. This can lead to increased sales, business opportunities and customer loyalty.

Types of print marketing materials

These are some popular types of printed marketing materials:

1. Billboards

Despite their size, billboards are considered print marketing because they rely on text and images. They can be highly effective in the right situations. You can increase the benefit by placing your ad in a high-traffic area where customers in your demographic might see its creative design. Using a series of billboards noting the distance to your location as drivers approach it can build anticipation, making them more likely to visit your business.

2. Brochures

Brochures are documents that explain your product or company. They typically feature text,  images and various design elements to provide a cohesive look while offering detailed advertising information. Brochures, sometimes called “rack cards,” are typically folded in half or in thirds, called a trifold, making them easy to display in reception areas or business centers. You can also mail brochures, include them in packaged orders or hand them out at meetings or trade shows.

3. Business cards

Business cards are small cards printed on one side with your company's logo, tagline and website along with your name, position and contact information. They're usually small enough to be carried in pockets or wallets for easy access. Since the cards are small, durable and easy to carry, they are ideal for handing out at trade shows, conferences or chance encounters with people. The cards are easy to store and reference so customers can have your contact information available if they want more information about your company or products. They also can be easily modified as magnets, loyalty cards, gift cards or appointment cards.

4. Catalogs

A catalog is a printed and visually appealing booklet that lists the products your company offers. They contain more detailed information than a brochure or flier. While catalogs contain much of the same information that you might have on your website, they are available to browse even if you are away from your computer or phone. You can make them freely available at conferences, in stores that stock your products or mail them directly to potential customers.

5. Direct mail

Direct mail pieces are print materials that include your business name, information about your product, a special promotion or coupon and a call to action. They can be an effective way to reach current or potential customers in a specific geographic area. To use mailers effectively, define your target audience or location, then mail the items to addresses in that audience or community. Direct mail is a good way to share special deals or promotions so customers can either purchase now or save the information for later. For example, a new restaurant may mail out menus or coupons to attract customers.

6. Door hangers

Door hangers are printed signs with cutouts to fit over door handles. They are usually placed on residential doors in a neighborhood or community to promote a new product, service, campaign or promotion. Companies or individuals pass them out or distribute them in place of direct mail. Designed to be highly visible, door hangers usually include more information than fits on a business card or postcard. You can use both sides to feature visuals and a clear call to action.

7. Letterhead and envelopes

Customized letterhead and envelopes are print materials that promote your brand or product in every written communication. They typically include a full-color logo and business details such as your name, position and contact information. An effective design can help your communications stand out from others in a customer’s mail.

8. Logos

Your logo is a graphical representation of your company or product's name. It can be printed in a simple font or as an image that incorporates the name. A well-designed logo provides brand recognition among existing customers. It also creates an important first impression to potential customers, indicating the type or character of your business. For example, a playful-looking logo may suggest your business is creative or relatively informal. A simple, conventional-looking logo might suggest your business is more traditional and formal.

9. Newsletters

A newsletter is a short publication containing company news and product information that may be of interest to existing and prospective customers. These text-heavy items typically are emailed, mailed or handout at events and range in length from a few paragraphs to several pages. Newsletters can help you engage with customers by sharing more detailed product information, providing insights into the business and the industry and giving advance notice of new or updated product offerings.

10. Newspaper ads

Newspaper ads rely on printed and distributed newspapers to feature text and images promoting your company or announcement. Decreasing market shares of newspapers have dropped the price of placing ads in them, making them more affordable for some businesses.  Keep in mind that decreasing shares also means decreasing circulation and readership. However, by assessing readership data, you can determine if the newspaper offers an attractive demographic for your advertised product.

11. Postcards

Postcards are rectangular cards printed on heavy cardstock. They usually are laminated with a picture or attractive design on one side and information, including the customer’s address, on the other. They're larger than a business card, include more information than a business but are small enough to mail. You can also hand them out to prospective customers or display them for people to pick up at events or in stores. You could also print a coupon on the postcard that customers can redeem for discounts or special offers.

12. Posters and banners

Posters and banners are large, visually appealing signs that can be displayed at specific locations or special events. They usually include just a few select pieces of information about your product so people can easily remember the message. Posters can be handed out but most are displayed at locations where they’re likely to get attention. Banners are good on-site promotions. Both are good ways to promote your special events, new products or promotions. Some companies also create posters that include small sections with a single detail, like a phone number or coupon, that people can tear off to take with them.

13. Promotional items

Promotional marketing materials are typically give-aways like T-shirts, magnets, pens, water bottles and tote cards that have basic details about your company or product. They can be relatively inexpensive items that people—employees or customers—wear or use as they go about regular daily activities, potentially exposing your brand to a large number of people. You can print your company name and logo to reinforce your brand and include contact information to make it easy for people to find out more about your business. By leaving a physical item with a potential customer, you provide them with a reminder of your company the next time they need your product. If they enjoy using it, this may also generate goodwill for your company.

14. Testimonials

Testimonials are a collection of written reviews or comments about your company, brand or products from customers or industry professionals printed. They can be printed on fliers or featured in brochures. Testimonials can encourage new customers to try your products or services. People will often use reviews or comments from existing customers to help them decide whether to try a new product.

15. Thank you cards

A thank you card that includes a brief personal note and your business card can leave a lasting impression with your customers or clients. It lets them know you appreciate their business and promotes your brand positively. You can use them to thank a customer for a referral, to ask for feedback or remind them of upcoming appointments or specials.

16. Window displays

If your professional location includes public-facing windows, you may choose to place advertisements or other marketing materials in them. Marketing displays may vary from direct applications to window glass or physical displays behind the windowpane. A well-composed window display can catch the attention of passers-by and prompt them to come inside to learn more about your products and services.

17. Yard signs

Yard signs are short messages or product information printed on durable plastic to withstand weather conditions. Like posters, they only include basic details so people who see them can easily remember the information. The signs are usually placed in front of a business, homes or public space. Examples include political endorsements, birthday or special event notices, directions or special hours or deals.

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Tips to effective use of marketing materials

Here are some suggestions to effectively use marketing materials:

• Use what best fits your needs: This may be using a single material or a variety. Research what your competitiors are using to help you determine how your customers prefer to receive information.
• Keep your materials current: You should review your items regularly to make sure the information is current, correct and still in line with your company’s image. Consider using materials with details or visual that can be easily modified. If you lose a customer due to incorrect information, it can be difficult to get them back.
• Know your market: Market research allows you to better understand your potential customers and what they are interested in so your marketing materials meet their needs and preferences.
• Track your results: Adaptation is an important component of effective marketing management. Monitoring performance data for your different marketing materials can help you identify what works well and where you can make improvements.
• Create reasons to care: A primary goal for any marketing material is to create a lasting impression. Offering a deal or advertising exceptional service quality gives the consumer a reason to remember your company.
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