Key Takeaways
• Presentation folders remain valuable promotional tools as consumers seek trustworthy, tangible alternatives to digital communications.
• Premium finishes like foil stamping, embossing and specialty coatings can elevate traditional folders into distinctive branded products.
• Distributors can expand folder sales by targeting document-heavy applications across healthcare, finance, real estate, education and home improvement.
Digital burnout is real. The world has gotten so screen-centric that people are tired of looking at everything on their phone or computer screen. In fact, more than half of U.S. consumers (54%) feel they spend too much time on digital devices. They want an alternative.
What’s more, the surge of online scams and fakes has made it harder to trust what you see online.
It’s no surprise, then, that many consumers find printed collateral to be more trustworthy and “official.” Announcements, forms, information sheets or just about anything else that has traditionally been printed on paper most certainly still has a place. And when a bank, real estate agency or any other business that handles official documents needs to hold or present those pieces in an equally official and trustworthy way, there’s only one place to turn: the folder.
A folder is the ultimate companion piece to a print order – and many promo orders as well. Education, finance, government and construction are top sales verticals in promo, and all of those customer categories need folders for end-users buying houses, attending classes or securing financial assistance.
“Traditional folders continue to be a staple because they solve a simple, consistent need: keeping materials organized, professional and easy to distribute,” says Heather Poulsen, senior marketing research analyst for Counselor Top 40 supplier PCNA (asi/66887).
Poulsen points to items like PCNA’s Old School Folder as a consistently popular option because of its simplicity.
“They offer a familiar, functional format with two interior document pockets for agendas, handouts, brochures, class materials and welcome packets,” Poulsen says. “Even as digital tools continue to expand, there’s still value in having a physical piece that attendees, students or employees can reference throughout an event or program.”
Elevated Options
Beyond the standard two-pocket folder and its utilitarian appeal, folders are excellent products to add special features or more distinctive design elements. These sorts of things don’t have to be grand in scale.
“Four-color process is often combined with foil, embossing, debossing or spot coatings to give the folder something extra,” says Jennifer Jaworowski, marketing manager for Admore (asi/32050). “It doesn’t have to be elaborate. A small amount of foil or a selective spot-gloss effect can completely change the look of a folder. We also produce a large volume of foil stamp-only folders. We’re seeing an increase in emboss-only and deboss-only too. It’s a simple, cost-effective way to give a folder a polished, professional appearance.”
This is a point where the distributor or printer should look at the various decorations available through their supplier partner or performed in-house.
“Techniques such as digital transfer allow brands to incorporate more color and visual impact, while methods such as deboss can create a subtle premium effect,” Poulsen says. “Ultimately, the right approach depends on the program: Volume applications still favor simplicity, while gifting and higher-touch corporate programs create more opportunity for texture, materials and elevated decoration.”
Jeff Halstrom, sales account manager for Navitor Inc. (asi/81500), parent company of FolderWorks (asi/54908), said at PRINTING United Expo in Las Vegas that certain tactile features and substrates were attracting attention at the show.
“Soft-touch, laminate, different coatings are very popular,” he said. “It’s not only ink, but we do things like foil and embossing on our folders. That’s where I’d say the demand is to create the kind of upscale look for it. The touch and the feel is much better.”
For applications like corporate gifts or employee programs, Poulsen says that products like leather padfolios are popular and give off a professional look with practical usage.
Ultimately, the choice depends on the customer’s intended message, the product’s purpose and the budget.
“Across the category,” Poulsen says, “we’re seeing customers choose between two clear needs: simple, cost-effective organization for volume programs and more premium, multifunctional products when the item is part of a larger brand or gifting experience.”
Where To Look for Sales
The good news is that distributors don’t have to look far to find a prospective client for a folder. The trick is considering what the item will be used for and who will be receiving it. It’s the same process you would go through selling a promotional item, apparel piece or any other print piece: Function is the key.
“Conferences, events and education are obvious users, but there are several other verticals where distributors can find strong opportunities,” Poulsen says. “Healthcare is a good example, with folders and padfolios needed for patient information, benefits materials, wellness programs and training. Financial services and insurance use them for client consultations, policy information and onboarding, while real estate and legal services often need polished ways to organize and present important documents.”
Poulsen also points to nonprofits that execute tasks such as workforce development and recruiting, along with various human resources functions like orientation, training and onboarding.
“The broader opportunity is to think beyond a specific industry and focus on the occasion,” she adds. “Anywhere there is onboarding, consultation, training, education or document-heavy communication, there’s an opportunity for a folder or padfolio.”
Jaworowski mentions verticals that require contractors and frequent information exchange.
“Home improvement is a great example,” she says. “Think about how many different contractors are involved in a home or property. Consider home inspectors, roofers, window companies, HVAC, flooring, painting, landscaping, pools and spas, pest control, kitchen and bath – the list goes on. Many of these contractors present estimates, proposals and project materials in presentation folders, pocket pages or file folders, creating opportunities distributors may not immediately think of.”
Each customer may need different features, so distributors should ask additional questions to understand those needs and recommend suitable options.
“Sometimes the best way to make a folder stand out isn’t another print effect – it’s choosing a different format altogether,” Jaworowski says. “We’re seeing an increased interest in pocket pages, sleeves and portfolio-style envelope holders because they’re different, but still very practical and functional. Accounting, home improvement and other industries use sealed-edge file folders that can be presented to the customer and then dropped directly into a filing cabinet.”
There are also design considerations like business card holders for presentations or slots for memory cards for storing additional information for the end-user. While a distributor might not think of a folder as the most whimsical or the piece that requires the most creativity to execute, its wide range of applications and almost endless possibilities for look, feel and function make it something that can take a simple – even dull – task and make it memorable and extraordinary.
