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?

There's plenty of evidence to suggest that the global business community still relies on the power of visual marketing. The use of brochures, product one-sheets, flyers and other documents is still vital to convey important marketing messages to new and existing customers.

For certain, all your marketing efforts and those of your customers should have digital assets. This is important not only because people use the internet and social media often first when making buying decisions. It's also because marketing collateral works and complements your social media, website and mobile marketing efforts.

Relevant and Necessary

Last month Forbes published an article that went straight to the point. It addressed presumptions about marketing collateral and perhaps stereotypes around the companies out there that still use print as a part of their branding.

"Antiquated. Outdated. Unnecessary. Ask an inbound-only marketer about print collateral, and these are the words you might hear in response," Forbes wrote. "Meanwhile, marketers who see the big picture are using creative, conceptual leave-behinds to put a bow on their brand experience and make a tangible impression."

Forbes went on to explain that "print is primal" in part because the use of paper "is ingrained in humanity" dating back millennia.

But also the author of the piece says that marketing collateral (and even packaging) that is "unique, thoughtful and creative" can reach the buyer. One key is using color, photography and all of the potential of space that marketing collateral offers.

"Think sizes, shapes, finishes and other fine details that will make your piece more valuable than the paper it is printed on. Consumer packaging can serve as a great source of inspiration," Wagner writes.

Moreover, Wagner concludes that "print collateral builds and strengthens relationships," particularly by leaving a lasting visual impression so long as it ties into the value of the product or service so it "subtly reinforces your brand by keeping you “top of mind”.

Power and Punch

Several times the Idea Custom Solutions blog has outlined the power of marketing collateral and the way in which different industry sectors depend on it.

For example, the automotive industry relies on print and digital collateral because they know that TV commercials alone and even that "new car smell" are not enough to reel in picky consumers with tons of options in 2017. As such, Nissan uses digital collateral to tout its cars' new high-tech product features. Meanwhile, Jaguar Land Rover has put both print and digital to work in its subtle rebrands and Mercedes-Benz uses it in its co-branding efforts.

Likewise, we’ve noted that in luxury real estate, as well as tourism and hospitality that marketing collateral and print ads are an essential part of selling through compelling visual images. It works for travel firms pushing the sandy beaches of Florida or the Bahamas, as well as for those promoting vacations in the quaint Welsh countryside and for the scenery of Wyoming.

That said, businesses don't necessarily need to be in the business of luxury or scenic views to use marketing collateral to gain business. For small and medium-sized businesses, print still packs a punch. According to one tech entrepreneur who wrote recently for Business 2 Community, print marketing is as an essential part of brand building as well as a great way to "double down on social media" and other marketing campaigns.

Whatever industry sector you are in, no matter what types of businesses you work with, marketing collateral in both print and digital form can serve a bigger purpose. Idea Custom Solutions provides expert graphic design for marketing collateral that can make any business stand out when striving to reach more customers.