First impressions are everything, and some promotional products distributors might be overlooking how presentation folders and brochures play a part in that. Whether a real estate firm or car dealership is looking to impress clients with a luxury folder, or a nonprofit wants to share timely information with donors via a brochure, the market segments and use cases for presentation printing are abundant.
New & Improved
Looking at what’s new and exciting in presentation printing, sources make special mention of finishing options and laminates. These additions can take a drab folder or brochure to something eye-catching and memorable.
Morgan Taylor, product brand manager for North Mankato, Minnesota-based FolderWorks, says there’s been some exciting advancements in recent years.
“One notable area of progress is the inclusion of additional finishing embellishments, such as soft touch and gloss lamination,” she says. “These new options bring a tactile element to the materials, offering a delightful sensory experience and enhancing the overall presentation of the printed materials.”
folders a show-stopping finishing touch. | Credit: FolderWorks
Jim Gingle, general manager for De Pere, Wisconsin-based Independent Printing & Packaging, an Ennis company, seconds Taylor’s note about finishing options and tactile elements. He says metallics, foils, various laminates, and even textured papers have been used in pocket folders and brochures in recent months.
“Additionally, spot gloss, debossing, and unique diecut shapes can help create a one-of-a-kind folder or brochure,” Gingle says.
In addition to offerings in materials, printing techniques and technologies play a huge part in presentation product innovations. With strides in digital printing come production improvements for folders and brochures, including better quality overall, consistency, and shorter turnaround times, according to Kile Hesse, FolderWorks’ director of operations.
More specifically, Hesse says that along with ongoing digital and offset printing technology advancements, folder production is advancing, too. He argues that this refining in production raises the standards across the industry, and ultimately heightens customer expectations.
Gingle feels the same.
“The latest digital printing techniques and technologies are far more efficient, cost-effective, and provide a much higher-quality product than traditional methods,” he says. “Digital printing also offers a shorter turnaround time for large orders and can be used to customize products.”
Further, he adds that variable data printing is a great option for the customer that has more custom needs. “This technology is ideal for large-scale printing projects that require a wide range of personalization and customization options,” he explains.
Whether it’s soft touch or adding a bit of shine, there are sensory elements that can make a printed presentation product stand out from the crowd.
Trends and End-Use
Looking at trends in size, shape, layout, and functionality, there are a few things of note. While Gingle says there are some emerging options like sustainable materials, embossing and debossing, and even new sizes in pocket folders, Taylor says the popularity of letter, legal, and wallet-sized folders hasn’t faded.
“These sizes continue to dominate due to their versatility and functional appeal across multiple industries,” she argues.
While this is true for what Taylor sees, Gingle says the days of basic rectangular pocket folders are behind us.
“We are now being asked to create folders with unique shapes and sizes to add an element of surprise,” he says. To that point, he says the addition of interactive, touch-sensitive elements — like doors that open, pockets, and flaps — are being seen in pocket folders.
Although trends do have an impact on what the customer chooses, it’s vital to know the customer’s needs and end-use as well, as these impact the solution(s) provided. To ensure the customer gets their needs met, it’s important to ask questions about the industry they work in; the types of information they want to present to their customers (e.g., home buyers, bankers, medical patients, etc.); and, of course, basics like quantity, budget, and if they have artwork. This can help determine the right product for a customer, and if the special embellishments and finishings mentioned above are the right fit.
“The end-use of the pocket folder or brochure definitely has an impact on material choice,” explains Gingle. “A high-quality paper stock or high-end finishing options will help display a quality image for an advertising agency or financial firm. If the end-use is more for durability, a thicker paper stock with a heavy laminate will increase the life span of the printed piece.”
And if the right option isn’t currently available, Hesse says FolderWorks will actively engage and collaborate to build solutions and products that meet customer needs. “This customer-centric approach allows us to ensure that our offerings meet the unique demands of different customer segments, fostering a strong partnership and delivering solutions that cater to their preferences,” Hesse adds.
Tapping into Target Customers and Cross-Selling
In addition to some of the customer bases already mentioned, sources encourage promotional products distributors to tap into these segments:
- Education
- Events
- Financial
- Hospitality
- InsuranceLaw Firms
- Medical/Healthcare (dentists, vets, etc.)
- Real Estate
- Retail
- Small Businesses
Gingle says the hospitality industry is one that largely seems to get overlooked.
“This industry is a broad category within the service industry that includes lodging, event planning, theme parks, restaurants, transportation, cruise lines, airlines, and additional fields within the tourism industry,” he explains. “Mini size pocket folders, brochures, and small key card holders sell well to this market.”
He brings up a great point: What products complement presentation folders and brochures that distributors can cross-sell?
“Being a full commercial printer, Independent Printing & Packaging is fortunate to have the capabilities to offer items that sell well with a brochure or pocket folder,” Gingle explains. “Items such as notepads, postcards, business cards, and hang tags are commonly sold with these orders. If the idea is to put all of the items into a kit, we can do the packaging as well with one of our e-flute box options.”
Adding to Gingle’s list, Hesse says flyers, letterheads, labels, and other marketing materials make great add-ons.
Perfect Presentation
With a world of fun options available, from tactile elements to various embellishments, what makes a well-done folder or brochure?
First and foremost, Gingle says, “A well-done pocket folder or brochure should include high-quality materials and a professional design with an eye-catching color scheme or imagery.” Talking folders, he says it should be big enough to fit the contents comfortably — not be overstuffed. “Finishing touches such as UV coating, spot varnishing, and foiling can also help to create a professional-looking finished product,” he says.
Taylor echoes this.
“The choice of a premium substrate not only ensures durability but also provides a visually appealing foundation for the design elements,” she says.“High-quality printing techniques result in sharp, vibrant, and accurate reproduction of colors and details, enhancing the overall visual impact.” Further, she says foiling, embossing, and spot UV coatings “add a touch of sophistication and create a memorable tactile experience.”
With these elements in mind, distributors can present options to clients looking to make a lasting impression.
