10 Must-Have Marketing Materials for your Business

By Kim Tonkovich | October 9, 2020 |

by Kim Tonkovich; October 13, 2020

Your marketing collateral is like a 24/7 sales executive that promotes and represents your business. Branding is essential everywhere in your company. The right type of marketing collateral with a targeted message will help build awareness, generate leads, promote products, and re-engage existing customers.

Your brands’ identity system, which includes your logo, copy tone, fonts, color palettes, and more, should be consistent at every touchpoint so customers can tie them together and recognize your brand.

Most marketing collateral contains at least one call to action. It might be something as simple as asking your audience to check out your website, directing them to call you for a quote, or inviting them to come by and visit. And all your marketing collateral should include your contact information.

1.) Brochures

Brochures are single or multi-page folded pamphlets, leaflets, or booklets that you distribute to communicate brief snippets of information about your product or service. Match your brochures with your brand design. Include a call-to-action so customers can order via email, website, phone, or in person. Include instructions on how to place an order. Create several different brochures for specific target market groups and for different products and services

2.) Product Catalogs & Menus

Showcasing your products with a catalog can help you increase sales. It’s easier for your users to buy your products through a catalog than other collateral because all of your offerings are laid out for them to make a decision. Develop a concept for your catalog that matches your brand. Make sure your catalog copy has a voice and point of view. Make it fun to read. Create a theme for the year/season. Catalogs and menus should be easy to read with larger fonts and be consistent with your brand. Add a story about your business to engage your customers. Include customer reviews and testimonials next to featured products. Include your contact information, websites, emails, phone numbers, and address. Mail your catalogs to your existing customers and create a mini-catalog to send to your prospects.

3.) Newsletters

Newsletters are used to stay in touch with current clients, and to engage prospective clients. They’re used to keep customers up to date on new features or products, and to communicate useful and relevant information.

4.) Flyers & Postcards

Flyers and postcards should be created for each customer segment. Use them for special offers, invitations to events, or information about specific products or services. Staple customer receipts to your flyers when they check out and put them in their bags and packages. Mail flyers to customers along with your invoices and other communications. Leave stacks of your flyers and postcards on counters at local complementary businesses.

5.) Posters

Create eye-catching posters that communicate, in as few words as possible, how your business is focused on how you serve your customers. Use them as a decorative feature in your business. Highlight your company’s values and mission. Include your company’s website and contact information at the bottom of the poster where it’s visible and easy to find.

6.) Letterhead

Include your business name, logo, tagline, website, phone number and address on your letterhead and the envelopes. Use your letterhead to send personal notes to customers, and use it for printing invoices. Send direct mail marketing on letterhead and insert brochures, flyers, coupons, etc.

7.) Envelopes

Match your envelopes with your letterhead. Consider larger branded envelopes for presentations.

8.) Pocket Folders

Create a folder large enough to fit all of your marketing collateral. Include business name, website, contact information, and calls to action.

9.) Signs & Banners

Keep signs simple and eye-catching. Stay away from ALL CAPS. Use a mix of fonts in different styles or sizes. Define each sign’s purpose and be specific.

10.) Business Cards

Add your logo and tag line. Use the back of the business card as an appointment card, coupon, or print something unique about your business. Include extra business cards in every correspondence with customers. Add your web address, email address, and social media URLs. Leave your card (or stacks of them) in relevant businesses (i.e., banks, restaurants, salons, etc.)