The 33 Best Types of Marketing Collateral: The Massive Guide for Better Marketing Material

These days, you no longer need a designer to create an appealing product brochure[84]. You can use tools like Canva, or capitalize on available brochure templates[86]. If you don’t have the capacity to create brochures yourself, you can also hire a graphic design agency like Inkbot Design[87].[85]

26. Business Cards

Business cards are essential for every businessperson who has any contact with external businesspeople. Although they’re considered old school, everyone is still using them. And it’s obvious why: They allow you to swap contact information in a very quick and frictionless way.

Business CardsBusiness Cards

(Image Source: CUB on Behance[88])

 When to Use Business Cards

You should use business cards when you’re attending conferences or meeting people in a business context.

How to Create Business Cards

There are literally thousands of products and services that allow you to create and produce business cards. If you want to create business cards on your own, you can use templates from Canva or Shopify. If you also want to print them, use a service like MOO.[89][90][91]

The most important marketing collateral, hands down, is a business card. It may often get overlooked, but that’s what makes it a great marketing tool, because it’s unassuming, small, and mostly inexpensive. Everyone carries business cards and when you’re out in the field making connections, word-of-mouth marketing is king. How else will someone remember your elevator pitch or details of your business if you don’t seal it with a business card? That way, you can give your new connection an easy way to remember you and contact you in the future. 

Harrison Doan, Director of Analytics at Saatva[92]

While there are countless types of marketing collateral pieces out there the one I think is most important is a business card. I lean towards one with nothing or very little printed on the back. Why you ask – so when you meet someone and they don’t have a business card you have a space to write their information on. It is the most tried and true piece we could ever have – if you’re talking paper.

People keep business card; they attach them to their refrigerator, store them on their desk or keep them in their wallet or purse. Most other pieces, while they might get read, are tossed if not immediately eventually. When was the last time you kept anything besides a business card? 

If you’re talking electronically, then I would say a LinkedIn profile is the most important marketing piece. Both for individuals and businesses. It’s everything you need to know when researching a person, business or organization.

And now, with the new ‘find nearby’ feature if you have connected with someone before and see them at a networking event and don’t remember their name – by opening up ‘find nearby’ it will show which of your contacts are where you are at. (assuming they are also using the feature) You immediately have access to their information and their picture. 

Bottom line – the business card still wins in the marketing collateral game. They are kept, read and remembered. 

Laura Mael, Marketing/PR Expert

27. Calendars

Calendars make great marketing collateral. Everyone needs a calendar and is happy to get one for free. So provide your prospects with a free calendar that’s branded with your expectations.

That way, your prospects and customers are reminded of you and your company each and every day, all year long. Of course, you can also brand and provide other useful things, such as pens or cups.


(Image Source: Steph Olson[93])

When to Use Calendars

Calendars can be used when you are searching for physical marketing collateral that should be given away for free, for example on an event.

How to Create Calendars

You can either use online printing services (including their drag-and-drop calendar editors). Or you can create the calendar on your own by (again) using Canva and printing the calendars in your local copy shop. [94]

28. Company Folders

Company folders contain comprehensive information about your business. They should include some brochures, your business cards, a company or product presentation, and other relevant documents. Make sure that the folder design captures the attention of your prospects and stands out.

Company FolderCompany Folder

(Image Source: Behance[95])

When to Use Company Folders

You should use company folders each time you want to provide prospects with a comprehensive collection of information while making it as easy as possible for them to go through the materials.

How to Create Company Folders

A service like Company Folders easily provides excellent folders. [96]

29. Company/Product/Service Fact Sheet

Fact sheets about companies, products, or services are great sources of information for prospects. They summarize the most important information on one page, while being well- designed.

Product Fact SheetProduct Fact Sheet

(Image Source: Xtensio[97])

When to Use Company/Product/Service Fact Sheets

You should always use fact sheets when you want to provide a relatively large number of prospects with physical marketing collateral. It’s relatively easy and cheap to produce them, and they offer a lot of valuable information.

How to Create Company/Product/Service Fact Sheets

There are many templates available. Use one of them, and print the sheets in your local copy shop.[98]

30. Direct Mail

Most companies concentrate on sending outbound emails. In fact, only a small percentage still use direct mail. Utilize this opportunity, and surprise your prospects and customers, especially if you’re in a digitalized industry.

Direct MailDirect Mail

(Image Source: Autopilot[99] and Heal[100])

When to Use Direct Mail

If you want to conduct a national marketing campaign, use direct mail as an additional channel, and test the impact.

How to Create Direct Mail

Creating good direct mail is hard. Today, less direct mail is sent because people are reluctant to do anything but throw it away. Nevertheless, you can find the Top 10 direct mail providers from 2017 here.[101]

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