Best Ways to Utilize Your Marketing Collateral

The internet has provided an entirely different – and better – way to market products, services, and brands. It’s made Mom and Pop’s store on the corner of Smalltown, USA a global business. Competition is fierce, and no matter what size your organization, you need to plan your marketing strategy wisely. This includes how you plan and utilize your marketing collateral.

Marketing Collateral Defined

Let’s get the terminology out of the way: “Marketing collateral” has different meanings for different industries. It’s a general term to describe the media (tools) you use to create more demand for your services and sell more products. Specifically, “marketing collateral” has also been used to describe business printing; hold-in-your-hands, visual sales pieces.

Your marketing budget is more of an investment than an expense, including marketing collateral printing.

Today’s businesses expect measurable ROI (return on investment) from sales campaigns. Internet marketing is actually very easy to measure, in terms of response and conversions. Digital printing has never been more cost-effective, but its ROI measurement is tricky at best.

2019: Marketing Collateral Trends

I recently came across a company that started sending print newsletters. Imagine that! In the age of MailChimp and HubSpot, this company went against the grain and spent extra money to do it the old-fashioned way…
Its campaign was extremely successful, but why?
This company saw an opportunity to do something different.
Consider integrated campaigns and creative distribution tactics.

John Hall, Forbes

Contact information and critical knowledge can fit on a standard business card and other forms of marketing collateral. Letterheads, business cards, brochures…no business is without them and that includes unseen internet-based companies. Even if you don’t have a physical location, you never know when an opportunity will present itself, face-to-face.

This year, innovative marketing collateral revivals are trending and all of them involve business printing. “Everything old is new again” for 2019 including some very technological twists using traditional print:

  1. Augmented Reality – AR technology uses an overlay; you point your digital camera at a shop and the AR app overlays a digitally printed piece (menu, price list, or special offer) onto the display. View this example using an augmented business card.
  2. Feel-Good Paper – When the first issue of Real Simple magazine hit newsstands, there was nothing simple about its paper. The silky, rich feel of this publication closed the deal for almost anyone who picked it up to peruse. People respond to visual bling and the “tactile delight” of paper, so explore the possibilities of unusual die-cuts, paperweight and texture.
  3. Influencer Marketing – Just as online testimonies are powerful tools, business printing campaigns sharing customer stories can be marketed through print any number of ways.
  4. Newsletters – No noise. No video. Important, engaging content pertinent to your customers can be delivered within a small, intimate newsletter.
  5. Niche publications – You can target a specific audience with niche publications. Using hardcopy combined with digital, your brand can inexpensively reach decidedly segmented audiences.

How to Measure Business Printing and Marketing Collateral ROI

Large commercial businesses still use printed flyers and direct mail to promote events and special prices. This marketing campaign is an oldie-but-goodie. Coupons can be clipped or scanned. Track expenses, coupon codes used for what may (or may not) be a loss-leader, then note the increase in revenue for that campaign’s timeframe.

Another way to measure print media ROI is to ask customers. This “may work better for small-to medium-size enterprises…but even ABM (account-based marketing) campaigns that target larger accounts can often reveal surprising insights,” says

Mail-order forms (order forms, request more information, etc.) deliver measurable results when targeting specific demographics. Avoid using them for B2B (business-to-business) campaigns; you’ll come off looking dated.

Tampa Bay-Area Customized Printing for Marketing Collateral

At ColorPages Inc., our team brings a blend of experience, innovation, and creativity to every project. We will work to meet your business’ budget and time constraints.

When businesses withstand the test of time in a volatile market, it’s usually because they deliver quality work and operate an ethical, accountable company. For over 20 years, we’ve served the Tampa Bay community, including Clearwater, Largo, Pinellas Park and St. Petersburg for all marketing collateral needs.

Contact ColorPages Inc. for More Information About Marketing Collateral

Call 727.530.3370 to learn more or to discuss your organization’s marketing collateral ideas and for graphic design services. From concept through creation, we’ll partner with you to deliver success through customizable and effective marketing collateral.