Presentation folders are just as important as the documents they hold. The gateway to a critical first-class impression, folders are judged during that initial meeting—much like your sales pitch—so it's crucial to ace both jobs from the start.
But, are you already feeling overwhelmed by paper stocks, soft-touch laminates and supplier partnerships? Rest easy because Print+Promo has you covered. These six no-nonsense tips will ensure your clients receive the best folders on the market.
1. Provide Value
The growing demand for short runs has introduced a spike in certain value-added features, according to Joel Tardie, director of marketing, product design and development at Presentation Folder Inc., Orange, Calif. He specifically pointed to premium selections in stocks, coatings and imprint methods. "While soft-touch AQ had its brief moment in the spotlight, we're having much better responses to soft-touch lamination," Tardie observed. "When paired with spot gloss UV or foil stamping, matte and soft-touch laminate provides an excellent finish for contrast, both look and feel."
MaryBeth Van Gruensven, general manager for Independent Folders, De Pere, Wis., agreed, adding that distinctive shapes and imagery can provide a more engaging experience for clients. "Die-cut plates make it possible to craft presentation folders of any shape. In addition, new technology has reduced the cost of impressive imprint methods (i.e., embossing, debossing, foil stamping) as well as popular coatings such as soft-feel laminate," she said. "Any of these processes, whether used alone or together, give a more engaging look to a print piece. An unexpected shape or feel catches the senses and encourages an emotional attachment to the media, as well as the company it represents."
2. Embrace the Digital Age
In a short amount of time, the digital revolution has rapidly gained ground. Suppliers are responding by designing presentation folders with technological advancements in mind.
"CD, DVD and flash drives are an increasingly common feature on many presentation folders. QR Codes and Augmented Reality (AR) will also continue to converge with the print design of folders and other presentation materials," Van Gruensven said. "No brand wants to be left behind for not remaining current with evolutionary trends in technology or business practice."
3. Know Your Target Audience
While standard letter-size presentation folders appeal to a variety of markets, some industries have specific uses for these items, Tardie noted. Oftentimes, this requires an in-depth knowledge about available sizes and paper stocks. "The financial/accounting industries tend to use heavyweight linen stocks with foil and embossing for tax returns and annual report covers. For real estate, that often means legal-size folders and escrow jackets," Tardie explained. "Hotels like small key-card holders, generally uncoated with only one or two colors for boutique hotels."
Van Gruensven encouraged distributors to research their clients' business timeline, budget and goals for optimal results. "While presentation materials appeal to a vast variety of industries, each has a unique marketing strategy—and, therefore, different presentation material needs," she commented. "Approach your audience at the right time, with the right products and suggestions, and they will buy."
4. Sell Confidence
Presentation folders can lead to long-term business relationships if distributors are able to push through their reservations about this niche. Though they may lack the seemingly less complicated sale of other commercial items, including business cards, brochures or banners, folders can lead to repeat orders. The rest is "gravy," Tardie noted.
"A seasoned folder distributor can often lock in a client for a long-term printing relationship by using a folder as the foundation when establishing a new customer's branding and using it consistently throughout their print collateral," he said. "Many of the cheap online printers don't offer anything but full-color, and using the client's specific Pantone color for their folders as well as matching pieces can really add value, especially when properly paired with paper stocks and coatings for a noticeably uniform look and feel."
Van Gruensven expanded on this idea, and explained how product samples go a long way in the sales process. "Presentation folders do more than just hold paper; they're an essential tool in brand identity," she mentioned. "A sample or prototype can trigger a customer's ideas and help them determine what it is that they need to meet their particular objective."
5. Play it Safe
This is where it gets tricky. Because the inside contents of the folder are likely to be judged by the folder itself, it may be tempting to splurge on design. However, Tardie cautioned against "going all-out" on the outside presentation only to cut corners on the inside documents. "Some may find it tacky to see an elegant folder, perhaps uncoated with embossing, only to open it and see a glossy business card sitting on the pocket with low-res, four-color printing," he said.
Tardie recommended finding a folder specialist to fulfill a job versus giving in to the attractive, low prices posted by online printers. Such experts are better equipped to provide input on resolution specs and help with proofing. "A folder is considerably larger than most other printed pieces. The same images on smaller pieces might be passible, but enlarged to fit a folder will amplify imperfections, from images to fuzzy type to large solids of critical colors.
"Furthermore, real proofing (hard copy, not PDF) is usually a wide move for folders," Tardie continued. "All too often common problems can be avoided by this much under-appreciated security measure."
6. Choose Partners Wisely
Once a distributor has made the decision to partner with an expert supplier, the key is to determine the criteria for a successful partnership. How do you know if your vendor can provide solid design suggestions, save costs and stay current with trends? It all comes down to trust.
"The key word here is 'partner.' Customers should seek out a print vendor they can trust—one that will listen to what they need, understand what they want, and then offer educated suggestions as to how they can get exactly that, and possibly even more," Van Gruensven said. "[...] Customers don't need to know everything about print—that's why you choose an expert."
Tardie echoed these sentiments. "A folder is typically one of the most expensive (and important) pieces in a presentation. A helpful folder partner will not only help produce a folder that will be impressive, functional and help bring the rest of the pieces together in a cost-effective way, [but] knowing what's going on inside and how it fits into the big picture is valuable information for helping us give insight and guidance as to the best way to produce it for form, function and, of course, budget," he remarked. "A good partner should be honest in cases when they aren't the best fit for a certain type of job."
- Companies:
- Presentation Folder
- Places:
- De Pere, Wis.
- Orange, Calif.