Make A Lasting Impression
Presentation folders and binders help provide a complete marketing solution
By Stacey Wenzel
Whoever said looks aren't everything must not have been trying to promote a positive corporate image, make an important presentation or distribute pertinent data.
Reaching just about any market imaginable, presentation folders and binders are a creative component to packaging information that can make a lasting impression on both customers and employees.
Jenno Morson, sales manager for San Francisco-based Advertising Binder Company, explained that binders account for approximately 40 percent of the company's business, while folders comprise nearly 10 percent. The remaining revenue comes from related products, including tabs and custom packaging.
Hotels, banks, computer companies and retail establishments are some of the industries that use folders and binders, according to Morson. He noted, "There is a decline in generic stock folder and binder sales. For quantities of 500 and fewer, people can get what they need at an office stationery store." However, Morson noted that the demand for customized folders and binders is growing. "Customers are looking for innovative ideas that offer customizationsuch as die cutting or foil stamping," he explained.
Kevin Welch, a principal of Eagle, a West Coast distributorship, believes the market for presentation folders remains steady, "It's a staple product." He contends, however, that binders are decreasing in sales. "The use of paper is decreasing, so binders aren't as marketable."
Welch noted that nearly 10 percent of Eagle's business is dedicated to the presentation folder and binder market. The company concentrates on print and corporate identity management, selling to a variety of medium- to large-size companies. "We started selling this product about 15 years ago," he said. "As we grew in the direction of commercial printing, it seemed like a natural evolution to add presentation folders and binders."
Welch stressed that presentation folders and binders are only part of a complete marketing package. "They are pieces of the greater pie," he said. "We are project-driven instead of product-driven, so we focus on how folders and binders will relate to the entire corporate management theme."