When our brains create memories, we use all five senses to construct a detailed recollection. Printed "leave-behinds" provide a physical aspect to your sales presentation—something the audience can touch and interact with in order to create a stronger memory. And it should go without saying that the more creative your leave-behind idea, the better the connection will be with your audience. Materials with an unconventional shape or unique printing options tend to get the best results.
My business, Company Folders, has spent a decade producing high-quality marketing collateral for a wide range of clients. These are just a few of the types of leave-behind materials we recommend for any business professional looking to put their best foot forward.
1. Personalized presentation folders
Presentation folders are an often-overlooked type of print marketing collateral; they incorporate multiple media elements into one convenient and attractive package. This makes them ideal when you want to leave behind additional literature or documents (such as letters, leaflets, or brochures). An enticing, professionally designed folder will make your audience more likely to look inside for materials that they might otherwise ignore.
2. Digital media
To make your audience remember your presentation, give them an audio or video copy. Digital media in the form of CDs, DVDs, or even flash drives can be an effective way to connect with your audience long after the presentation is finished. Present the media in custom CD/DVD packaging (such as a printed sleeve or folder) for a truly memorable leave-behind.
3. Sales boxes
Freebies and samples of your product let your audience know what your brand is all about. When presenting these items, use a custom sales box—a small or medium-sized box (with or without a handle) that is printed with your unique branding. Not only do they give your samples visual appeal, they are big enough to hold a number of different items, allowing you to create full presentation packages.
4. Flyers/sell sheets
Don’t underestimate the power of a simple flyer or sell sheet. If your presentation is short and your message is concise, a single sheet of information will often provide enough space to make your audience remember your most salient points.
Of course, there will be times when your presentation is extensive and makes several points. In these cases, a brochure will be a more appropriate choice. Many people like to digest information at their own pace in the comfort of their own home or office, so while they may be paying attention to your presentation, they’ll have a better chance of retaining it if the information is laid out in an easy-to-read brochure.
Unlike a stitched brochure, the pages inside a 3-ring binder can be much thicker, as well as easily removed or inserted at will. This allows you to immediately update a sales packet with the latest information; your recipient can also single out documents or samples of particular interest for later. If you include index tabs in the binder, audiences will be able to browse your sales materials much more quickly and efficiently.
7. Business cards
Business cards seem like a no-brainer leave-behind idea for any type of sales presentation, whether it’s a three-hour meeting or a 30-second elevator pitch. However, pay attention to the unique business cards designs you see being shared on social-media sites; many have unique die-cut shapes or incorporate customized QR codes. Creativity is the key to creating a memorable business card that actually drives the audience to your brand.
A portfolio is an essential leave-behind option if you want to include a lot of different items in a single package. Documents of varying sizes, bound notebooks, small product samples—all can be stored securely in a portfolio for easy transport. Many portfolio envelopes include permanent adhesive strip and can be sent through the mail; if your audience can’t come to your presentation, you can bring your presentation directly to them.
9. Photo folders
Paper photo folders give you the option of using photographs as a leave-behind gift. If you give a presentation during a conference or convention, you could include a commemorative photo of your recipient in a folder imprinted with the date and location, giving them a lasting reminder of the experience.
10. Promotional gifts
Printed leave-behinds go beyond just paper—consider all the many possibilities in the realm of custom printed gifts. Items like drinkware, magnets, matchbooks, pens and t-shirts are a great way to thank your audience and help build a positive association with your brand. Best of all, when these gifts are later utilized, it provides free exposure for your company’s logo or image.
To determine which printed leave-behind is right for you, consider the goal of your presentation and the audience you are presenting to. Are you trying to build brand awareness? A promotional product can help maximize your exposure. Do you want to convert new customers? Use a brochure to show off your products and seal the deal. Are you trying to create a business partnership? Business cards are a dependable way to encourage contact with colleagues. Your leave-behind should be appropriate, memorable and most of all, a creative and accurate representation of your brand.
Vladimir Gendelman is the founder and CEO of www.CompanyFolders.com, an online boutique specializing in custom presentation folders and marketing materials.