Why Your Business Needs Print Collateral
Don’t call off the presses — print isn’t dead! Far from it. It may not be the same as it used to be, but print collateral still plays a vital role for most businesses. Like any tool, it just needs to be used correctly.
Now that we live in a digital age, there are a ton of avenues you can use to build and promote your brand. However, you need to play each to its strengths. Print collateral is the only sales and marketing technique that does what it does.
From stickers to notepads, post-its to business cards, print collateral is invaluable when it’s done well. The trick to a high-performing print campaign is to make sure your designs are on-brand, on-message, and that they’re tailored to complement your online efforts.
Common Mistakes In Print
Because so much happens online these days, we see a lot of companies that run print campaigns separately from the rest of their sales and marketing efforts. These one-off campaigns aren’t consistent with the company’s brand guidelines. They’re also not designed to support digital campaigns.
Anytime part of your messaging strays from your brand, you’re confusing your customer base and — even worse — undermining the trustworthiness of your company.
Why Do We Still Use Print?
Print collateral is powerful because customers don’t have to take any particular action in order to be influenced by your brand or message. If you’ve done your homework and targeted your audience correctly, it’ll be right in front of their faces. If you’ve done an exceptionally good job, it’ll be in front of their faces for the next year, or even longer.
Whether it’s an event or a direct mail campaign, print collateral can give you a ton of exposure — no web visits or social follows required.
You simply hand out (or mail) the collateral and let the design do the work for you. You get multiple impressions out of the same piece of collateral when the customer takes it home and glances at it later, such as a notepad that gets used all year, or a sticker that lives on their Hydro Flask. Print collateral can also easily grow the reach of your campaign, because these items are going to be seen regularly by friends and family members.
Print is the right tool when:
You have a sales team that regularly interacts with customers, potential customers or their influencers.
There’s an event coming up where potential customers or their influencers will be.
You have a mailing list of your customers (or potential customers), and/or you’ve drilled down a specific geographic area that’s your target audience.
These ideal scenarios apply to most companies, so they probably apply to you, too. Don’t skip out on these easy opportunities because you’re thinking, “Nah, print materials are over!” They’re not, and it’s high time you took advantage of what they can do for your brand.
Are you ready to increase the Staying Power of Your Collateral?
Let Swizzle help you with your print efforts. Whether you’re looking for collateral for special events, trade events, for your sales team or a full-blown direct mail campaign, we have the experience and knowledge to drive a successful, brand-building campaign.
Do you use print already? Our team can review and refresh your current sales or trade collateral.
Unlike most print and design agencies you’ll find, we’re active participants in the entire process because we actually care about your outcomes. From the initial consult with your team, to designing the product, to delivering the final version, we’ll be with you every step of the way. Ready to get started? Contact us. Questions about how print can build your brand? Get in touch — we’re always happy to talk shop!