Give ’Em Credit Where Credit is Due
A project, a deal, a relationship can hinge on making a first-class impression.
That's exactly why presentation folders are so important. Presentation folders often are one of the first things clients notice and they can be as significant as the paperwork they hold.
The recognition of the presentation folder can be seen in some of the hot items that remain popular.
"The hottest items are those that make your folder stand out in the crowd," said Dianna Lyngholm, product manager of North Mankato, Minnesota-based Navitor. "Although the typical navy blue linen with silver foil stamp is still the most popular, there is an emergence of custom order stocks and unique die-cut folders. Custom size and shaped folders are easily our second highest category in sales after the standard 9x12 size."
Doug Boysen, president of Folder Express, located in Omaha, Neb., agreed with the popularity of the 9x12 folder.
"We sell more 9x12 two-pocket folders than anything else. But the hottest thing going at Folder Express has been the explosion of our Sculptured Pocket line of folders. Our partners' end-customers want to stand out with a folder that is a little bit different, however, most are very cost conscious. Sculptured Pockets provides a cost effective way to make a presentation folder unique without having all the additional charges of making a dye. In addition, we are able to turn one of our over 100 custom pocket designs, from proof to produced product, again in that same day, or 24-hour production to shipping."
Joel Tardie, creative director of Orange, California-based Presentation Folder, concurred that the company gets the most requests for four-color, one-sided standard size 9x12 folders with 4" pockets.
"This product is nothing new to the industry, but cheaper alternatives to the way it was traditionally and properly manufactured and distributed have stirred a heated battle between price and value. It has introduced new challenges to folder manufacturers and their distributors, and profits for both continue to decline as consumers engage these cheaper alternatives. This is actually good news for end-users and some promotional products salespeople who are only looking for the lowest possible price and aren't concerned about the role of the presentation folder in embracing their customers' branding image nor matching other printed material," Tardie said.
"Full color is full color, right? Wrong. For some manufacturers and any broker with a prestigious customer, it can present a world of difficulties with consistency. The prominence of gang-run print giants has presented many obstacles to reliable quality control with color consistency, and the limited options for paper stocks and coatings they offer further complicate attempts to accurately duplicate prior and future printing using the same art file. The problem leaves print brokers with two choices: being forced to lower pricing to compete or explaining to the end-user why they should pay more for something they don't see more value in."
Despite their significance, presentation folders do meet their challenges. The biggest challenge is selling them, Lyngholm declared.
"It's a high ticket invoice and we all know that budgets are still tight," she added. "We've found that if you can convey what a difference a complete, professional presentation can make to the customer when it's provided in a personalized folder or branded CD/DVD holder they're sold. Not only are they sold once, but a reorder is almost guaranteed. Since this is a hurdle, we provide tools to help our partners sell the way they want [whether it] be from their store or hitting the pavement."
Boysen explained price is always an impediment.
"Maintaining the low price our customers expect while continuing to provide excellent speed and service [remains a challenge]," he noted. "With costs continuing to rise, we are constantly looking for ways to be more efficient and to streamline our processes to absorb the costs and not pass those on to our partners."
When thinking of the biggest challenges in creating a folder, Tardie said he sees two distinct steps to take. The first is trying to figure out what is the purpose and role of the folder in the big picture of that company's marketing campaign, and the next is figuring out the best approach.
"Obtaining that background information is often difficult for the manufacturer when a quote is requested, but having that knowledge would be very helpful in pointing the broker in the right direction to get the job and please the end-user. The intended goal will often provide clues as to its budget and quantity."
For example, if a large hospital wants 10,000 folders to give to patients as they leave the hospital to hold a few sheets of discharge papers, they may just want something simple and inexpensive. It is mostly an informational folder that isn't really meant to be an advertising piece.
"That was an example of a simple challenge," Tardie commented. "It gets complicated when a folder is meant to impress a possible customer, something they will keep at their desk for a while, opening it periodically to examine a proposal inside and consider purchasing a product or service from that company represented by the folder and its contents at that point. Now, if budget was not a factor, nor a quick deadline, we could certainly produce a stunning piece nearly every time. But at times even high-end presentation folders have a budget and a deadline that confine options. Finding a solution that fulfills its purpose, on time and within budget, often means compromising something. One of the most important things to consider is making sure that the entire presentation is consistent with the company's branding and reflects well on the company's image."
When money is an issue, there are options that are cheap and effective.
Lyngholm suggested a standard 9x12 folder with two-, four-inch pockets, and basic business card slits as an effective, but inexpensive, option.
"It is also our most popular style," Lyngholm said. "If you want to get even cheaper, order it off our website. By ordering online it takes out all our prepress work and we pass the savings on to you."
Boysen and Lyngholm also reported that there are plenty of trends in the sector. No surprise, the shorter the runs the better.
"Companies are investing in shorter runs and changing up their artwork more frequently," Lyngholm said. "We're seeing people tailoring presentations to specific clients or tradeshows to help them stand out and be noticed. Higher end stocks, like the Esse Pearlized line from Neenah Paper, or simply upgrading to a thicker 100 lb. weight are gaining in popularity. The heavier weights provide a sturdier, longer lasting folder so you can really get the most out of it. It's also a good way to show you mean business without having customers think you're just throwing money away on a presentation piece."
Sculptured Pockets is what's popular at Folder Express. Boysen continued, "Sculptured Pockets continue to represent a growing percentage of what we do at Folder Express. Many of our partners have been able to establish a recurring revenue stream by selling a custom folder that is unique and can only (cost effectively) be supplied by them to their customers."
But, forget about soft-touch coatings. "Soft-touch coatings were pushed heavily in the last year or two, but it never really caught on," Lyngholm commented. "They were definitely a fad that we've seen peter out."
According to Tardie, gloss UV is on its way out.
"It ran its course and now I think people are realizing it might be cheaper than lamination, but for good reason," he noted. "It doesn't add any thickness or durability, it shows fingerprints on dark colors and costs more than gloss aqueous. The look of the high-gloss is great for masking poor print quality with the light reflection effect, but I think people are starting to reserve the gloss UV look for cheesy used car salesmen."
What will become of presentation folders in the next five, 10 years? Will there by any new designs, developments, trends?
"I see short-run digital, and one-off custom folders as the future," Lyngholm explained. "People will be able to individually personalize a folder, portfolio or other larger cover stock item to one client. The technology is not there yet for presentation folders, but every year it gets closer and closer with the addition of wide format digital presses."
Tardie continues to see them as the centerpiece for a complete marketing campaign.
"As more printing is being phased out, I think the importance of the presentation folder only grows," he remarked. "I think people aren't going to do away with hard copies of important papers like tax returns, housing/mortgage titles, business proposals and other valuable documents. If marketing is more efficient and less costly to use a different form of media than printing, hopefully the money saved will go toward high-quality printing, starting with the presentation folder."