- \n
- Print marketing materials<\/strong> (also known as printed marketing collateral<\/strong>) are physical, printed pieces that promote your business, communicate an offer or help customers take action.<\/li>\n
- The biggest benefits of print marketing<\/strong> are stronger brand recall, higher trust, less competition than digital and more chances to get in front of the right people locally.<\/li>\n
- The most popular types of print marketing materials<\/strong> include business cards, brochures, flyers, posters, banners, direct mail, catalogs, packaging, promotional products, branded clothing, door hangers, billboards and wall decals.<\/li>\n
- To create effective print marketing materials<\/strong>, you need to match each piece to your audience and business stage, keep the message clear, use a strong call to action and design for brand as well as quick readability.<\/li>\n
- To bridge the gap between print and digital assets<\/strong>, use QR codes or short links that send people to one specific next step, like booking, ordering or getting directions.<\/li>\n<\/ul>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
What are marketing materials?<\/h2>\n\n\n\n
Marketing materials<\/strong>, or marketing collateral<\/a>, are any assets you use to promote your business, communicate your value or encourage customers to take action \u2013 whether that means visiting your website, calling you, stopping by your store or making a purchase.<\/p>\n\n\n\n
There are two main categories of marketing materials.<\/p>\n\n\n\n
- \n
- Print marketing materials<\/strong> are physical materials people can hold, keep and share.<\/li>\n\n\n\n
- Digital marketing materials<\/strong> are online assets people view on screens.<\/li>\n<\/ul>\n\n\n\n
What are print marketing materials?<\/h3>\n\n\n\n
Print marketing materials<\/strong>, also known as print collateral<\/strong>, are anything that\u2019s printed to promote a business and its products and services. This includes things like brochures, flyers, business cards, posters, direct mail, packaging, promotional products and catalogs. <\/p>\n\n\n\n
5 reasons why print marketing materials are important<\/h2>\n\n\n
\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_683,c_scale\/f_auto,q_auto\/v1770381831\/ideas-and-advice-prod\/blogadmin\/A-selection-of-print-marketing-materials-\u2013-menu-roll-of-branded-stickers-and-business-cards-\u2013-laying-on-a-countertop-of-a-restaurant\/A-selection-of-print-marketing-materials-\u2013-menu-roll-of-branded-stickers-and-business-cards-\u2013-laying-on-a-countertop-of-a-restaurant.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n<\/p>\n\n\n\n
1. They\u2019re still effective<\/h3>\n\n\n\n
You might be wondering why print marketing materials are still around in our digital age. And that\u2019s a good question. <\/p>\n\n\n\n
Print marketing is still around because it\u2019s still effective. In fact, so effective that, according to the RRD Print Impact Report<\/em><\/a>, 94% of marketers say they\u2019re using print to overcome digital fatigue.<\/p>\n\n\n\n
2. They promote brand awareness<\/h3>\n\n\n\n
Print marketing materials give people a stable, physical layout that\u2019s easier for the brain to \u201cmap.\u201d When someone reads in print, they\u2019re more likely to retain not just what they saw, but where they saw it \u2013 which supports recognition and recall later.<\/p>\n\n\n\n
\n \n\n\n Tip <\/div>\n\nPeople\u2019s ability to remember the location of information is significantly poorer when reading on a screen than in print.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
A 2025 study published by Springer Nature<\/em><\/a> found that people remember information from print better than digital. That kind of recall advantage helps explain why print can create stronger brand touchpoints. When your logo, offer and key message are placed clearly on a physical piece, it\u2019s easier for customers to recognize your business and remember it.<\/p>\n\n\n\n
3. They work well with digital marketing<\/h3>\n\n\n\n
All of this doesn\u2019t mean print should replace digital \u2013 it works best as a partner to it. Print helps you build trust, stand out locally and create memorable brand touchpoints, while digital makes it easy to take the next step, track performance and stay engaged. <\/p>\n\n\n\n
RRD\u2019s Print Impact Report<\/em> found that 91% of marketers with print programs are strategically integrating print and digital channels, and 50% use QR codes in their print marketing and expect that to continue. <\/p>\n\n\n\n
4. They build trust<\/h3>\n\n\n\n
Print collateral helps you establish local brand recognition by connecting you with the local community, building the trust and loyalty that are indispensable for long-term success. <\/p>\n\n\n\n
And, while digital is great for reach and tracking, trust in online advertising can lag. In fact, Advertising Association data<\/a> shows that among older audiences, trust is particularly low (for example, only 14% of over-55s trust online ads, and just 7% trust social media ads). Considering the rapid pace of AI adoption in digital channels, the future level of confidence in online advertising may shift considerably.<\/p>\n\n\n\n
That\u2019s why print can be such a strong complement to digital marketing: a well-designed business card, flyer, brochure or in-store sign gives people a tangible brand touchpoint that feels local, real and easier to trust.<\/p>\n\n\n\n
5. They help you stand out<\/h3>\n\n\n\n
And in a digital space that\u2019s swarming with competition, adding print collateral to your marketing strategy can help you to stand out from the rest, giving you a competitive edge \u2013 especially if you get a little more creative. <\/p>\n\n\n
\n![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2000,h_1334,c_scale\/f_auto,q_auto\/v1770381919\/ideas-and-advice-prod\/blogadmin\/A-custom-thank-you-postcard-featuring-the-small-business-owner-and-a-handwritten-note-on-the-back-of-another\/A-custom-thank-you-postcard-featuring-the-small-business-owner-and-a-handwritten-note-on-the-back-of-another.jpg?_i=AA\")
<\/figure>\n<\/div>\n\n\n<\/p>\n\n\n\n
Tips for using print marketing materials effectively<\/h2>\n\n\n\n
Here are some tips to use your print marketing collateral effectively and maximize your return on investment.<\/p>\n\n\n\n
Understand your audience<\/h3>\n\n\n\n
Think about who your target audience is<\/a>, what their desires and pain points are, where they\u2019re based and at what stage of the buyer\u2019s journey they are in.<\/p>\n\n\n\n
The buyer\u2019s journey<\/strong> describes the stages a person goes through to make a purchase: <\/p>\n\n\n\n
- \n
- Awareness:<\/strong> The buyer is aware that they have a problem.<\/li>\n\n\n\n
- Consideration:<\/strong> The buyer researches the different approaches to solve that problem.<\/li>\n\n\n\n
- Decision:<\/strong> The buyer evaluates various businesses and decides which to purchase from.<\/li>\n<\/ul>\n\n\n\n
Knowing exactly where your target audience is on the path to purchase will influence your choice of print collateral and how you design it.<\/p>\n\n\n\n
Tailoring print marketing materials to match the preferences and behaviors of your target audience increases their effectiveness. <\/p>\n\n\n\n
Choose the right print marketing materials by your business stage<\/h3>\n\n\n\n
Once you understand who you\u2019re trying to reach, the next decision is practical: what should you print first, and what can wait.<\/p>\n\n\n\n
Match your marketing materials to your business stage. Your needs at launch are different from your needs when you\u2019re growing, and different again when you\u2019re scaling. When you print for the stage you\u2019re in, you avoid wasted spending, stale stock and materials that look nice but don\u2019t get used.<\/p>\n\n\n\n
Launch: Get the basics into circulation<\/h4>\n\n\n\n
At launch, you\u2019re building presence. You need printed marketing materials that help you introduce yourself quickly and show up in the places your audience already is.<\/p>\n\n\n\n
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- Prioritize portable handouts:<\/strong> Stick to simple visibility pieces.<\/li>\n\n\n\n
- Print for two weeks of real-world distribution:<\/strong> If you can\u2019t picture handing out 50\u2013100 pieces in the next 14 days, scale the quantity down.<\/li>\n\n\n\n
- Put a small stack anywhere your audience already goes:<\/strong> Good locations near you may include a friendly caf\u00e9, barber shops, the gym, coworking spaces, local boutiques, the community center, at the front desk or checkout counter.<\/li>\n<\/ul>\n\n\n\n
\n \n\n\n Tip <\/div>\n\nA practical approach is to choose one \u201chandout\u201d<\/strong> (business card or flyer) and one \u201cleave-behind\u201d<\/strong> (postcard or small brochure). That covers quick encounters and slower consideration without stretching your budget.<\/p>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
<\/p>\n\n\n
\n![\"Print](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_683,c_scale\/f_auto,q_auto\/v1770381907\/ideas-and-advice-prod\/blogadmin\/Print-marketing-materials-kit-for-business-launch-Postcards-flyers-and-business-cards-in-a-folder\/Print-marketing-materials-kit-for-business-launch-Postcards-flyers-and-business-cards-in-a-folder.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n<\/p>\n\n\n\n
Good launch materials get used in the real world without effort. If you have to \u201cfigure out a whole campaign\u201d just to distribute them, they\u2019re usually not the right first pick.<\/p>\n\n\n\n
Growth: Support momentum and make follow-up easy<\/h4>\n\n\n\n
When you\u2019re growing, print is at its best when it supports the customer experience: at the counter, in the bag, at the doorstep and in the mailbox. Your goal is to stay visible after the first interaction without having to chase people down.<\/p>\n\n\n\n
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- Build print into your routine: <\/strong>Add a thank-you insert to every order, keep referral cards at the counter and leave one-page service menus where customers naturally pause (waiting area, reception desk, fitting room, checkout).<\/li>\n\n\n\n
- Keep one \u201cevergreen\u201d offer in circulation: <\/strong>For example, try an evergreen promotion like, \u201cBring this back for 10% off your next visit\u201d or \u201cFree add-on with your next booking.\u201d<\/em><\/li>\n\n\n\n
- Reorder to prevent gaps in contact:<\/strong> When you hit your last 20\u201330 cards\/flyers\/inserts best to restock to keep a consistent flow of communication at all stages of your customers\u2019 buying process.<\/li>\n<\/ul>\n\n\n\n
<\/p>\n\n\n
\n![\"Person](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_557,c_scale\/f_auto,q_auto\/v1770381999\/ideas-and-advice-prod\/blogadmin\/Person-writing-custom-message-on-a-branded-business-thank-you-card-to-add-to-orders\/Person-writing-custom-message-on-a-branded-business-thank-you-card-to-add-to-orders.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n<\/p>\n\n\n\n
At this stage, it\u2019s better to use a few formats constantly than to add new ones you only remember during promotions.<\/p>\n\n\n\n
Scale: Standardize and build repeatable kits<\/h4>\n\n\n\n
When you\u2019re scaling, the goal is to create a reliable experience across every location, channel and customer touchpoint. You want a core set that stays consistent, plus campaign materials that you can roll out quickly.<\/p>\n\n\n\n
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- Create a \u201ccore pack\u201d you always keep on hand:<\/strong> Business cards, a one-page overview (menu\/service sheet), basic signage and packaging elements (labels, stickers, inserts) if you ship or bag products.<\/li>\n\n\n\n
- Create a simple campaign kit template:<\/strong> A poster, a counter sign and a small handout (flyer\/postcard). Then you only swap the offer and dates each time you run a promotion.<\/li>\n\n\n\n
- Match quantities to how fast you can distribute:<\/strong> If a location goes through 200 flyers per month, don\u2019t print 2,000 \u201cto save money.\u201d Print what you can actually place in 4\u20136 weeks so your message stays current.<\/li>\n<\/ul>\n\n\n\n
<\/p>\n\n\n
\n![\"Core](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1770381984\/ideas-and-advice-prod\/blogadmin\/Core-print-marketing-materials-for-a-candle-brand-branded-thank-you-cards-labels-postcards-and-stickers\/Core-print-marketing-materials-for-a-candle-brand-branded-thank-you-cards-labels-postcards-and-stickers.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n<\/p>\n\n\n\n
If you\u2019re expanding into a new area, standard print makes you look established quickly, even before word-of-mouth kicks in.<\/p>\n\n\n\n
- Create a simple campaign kit template:<\/strong> A poster, a counter sign and a small handout (flyer\/postcard). Then you only swap the offer and dates each time you run a promotion.<\/li>\n\n\n\n
- Keep one \u201cevergreen\u201d offer in circulation: <\/strong>For example, try an evergreen promotion like, \u201cBring this back for 10% off your next visit\u201d or \u201cFree add-on with your next booking.\u201d<\/em><\/li>\n\n\n\n
- Print for two weeks of real-world distribution:<\/strong> If you can\u2019t picture handing out 50\u2013100 pieces in the next 14 days, scale the quantity down.<\/li>\n\n\n\n
- Consideration:<\/strong> The buyer researches the different approaches to solve that problem.<\/li>\n\n\n\n
- Digital marketing materials<\/strong> are online assets people view on screens.<\/li>\n<\/ul>\n\n\n\n
- The biggest benefits of print marketing<\/strong> are stronger brand recall, higher trust, less competition than digital and more chances to get in front of the right people locally.<\/li>\n
![\"A](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1770383581\/ideas-and-advice-prod\/blogadmin\/A-branded-flyer-with-a-clean-structure-promoting-an-open-craft-day-at-the-store\/A-branded-flyer-with-a-clean-structure-promoting-an-open-craft-day-at-the-store.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n![\"Tri-fold](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_832,c_scale\/f_auto,q_auto\/v1770382076\/ideas-and-advice-prod\/blogadmin\/Tri-fold-brochure-with-a-QR-code-that-can-be-scanned-to-sign-up-and-get-a-discount\/Tri-fold-brochure-with-a-QR-code-that-can-be-scanned-to-sign-up-and-get-a-discount.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n![\"Variety](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_1024,c_fill,g_auto\/f_auto,q_auto\/v1770381381\/ideas-and-advice-prod\/blogadmin\/image-4-8_4589634012\/image-4-8_4589634012.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n![\"Hand](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_3810,h_3810,c_fill,g_auto\/f_auto,q_auto\/v1573942278\/legacy_dam\/en-us\/S001090596\/S001090596.png?_i=AA\")
<\/figure>\n<\/div>\n\n\n![\"8.5](\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1800,h_1000,c_scale\/f_auto,q_auto\/v1770382221\/ideas-and-advice-prod\/blogadmin\/8.5-x-11-flyers-with-a-bluish-purple-gradient-to-orange-advertising-a-Flash-Sale\/8.5-x-11-flyers-with-a-bluish-purple-gradient-to-orange-advertising-a-Flash-Sale.jpg?_i=AA\")
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