brochures

It’s a common misconception in the promotional products industry that the best way to reach Millennials, and really the only way to reach modern customers, is by amping up your business’s online presence. In other words, if you build an online persona, the customers will come.

Or so they say.

You hear it now and again: print is not dead! Every day, Americans still pick up magazines and newspapers to read. Plus, the rise of digital media has not stopped the steady flow of printed circulars, promotional postcards and coupons to our physical mailboxes at home and at work.

But does marketing collateral still work for the average business?

In 2016, small and medium sized businesses (SMBs) and the customers that they serve tend to connect digitally. For example, social media is used by SMBs as an essential means to keep in touch and promote interaction (as well as sales transactions).

Marketing collateral is one of those funny terms. Depending on what line of business you are in — whether real estate, heavy machinery, technology or something else — marketing collateral could be a brochure or sales piece that shows off something your company makes. Whereas if you offer services, you're probably thinking that marketing collateral presents the bullet points that sell your expertise.