7 Print Marketing Materials You Should Be Using
Digital marketing is important, but it is not the whole story.
For local businesses in Reading, Berkshire and across the UK, printed marketing materials remain one of the most effective ways to build trust, stand out from competitors and reach customers in a tangible way.
At Image Box Design, we have worked with businesses since 1986 on branding, design and print projects. Over that time, we have seen how well-planned printed materials can support enquiries, reinforce reputation and complement digital campaigns.
This article explains why print still matters, which materials work best for local businesses and how to get the most from your investment.
Why Print Still Works
Printed marketing materials offer something digital cannot. A physical presence.
When someone holds a well-designed brochure, business card or flyer, they are interacting with your brand in a way that feels more deliberate and credible than scrolling past an online advert.
Recent research supports this. Studies have found that print advertising can achieve around 78% brand recall compared to roughly 30% for digital, and that people often rate companies using print as more trustworthy and established than those relying only on online channels.
For local businesses, this is particularly relevant. Trades, service providers, retailers and professional firms all benefit from materials that can be handed out, posted through doors, displayed in windows or left with customers after a visit.
Print does not replace digital. It works best as part of a wider strategy where your website, social media, email and offline materials all tell the same story.
The Psychology Behind Printed Materials
People respond to print in ways they may not consciously notice.
The weight of a business card, the finish on a brochure, the clarity of a poster and the quality of a flyer all send subtle signals about your standards. A flimsy, poorly printed item can undermine confidence before anyone has even read the message. A solid, well-produced piece suggests professionalism and attention to detail.
Research from Center for Applied Research in Decision Making (CARD) found that physical marketing materials produced around 70% more brand recall than digital ads, and that people recalled print content more accurately a week later.
This is not about choosing print over digital. It is about understanding that each channel works differently and that print can carry more emotional weight and credibility in certain situations.
7 Printed Marketing Materials That Work Well for Local Businesses
Not every printed item will suit every business, but some types of materials consistently perform well for local companies.
1. Business Cards
A business card is often the first physical impression of your brand. It is small, but it can say a lot about how you present yourself.
A clear, well-designed card with your name, role, contact details and website can make networking, meetings and referrals easier. For trades and service businesses, a card left with a customer after a quote or job can be the difference between being remembered or forgotten.
Using good quality paper and a finish that suits your brand, such as matte, gloss or soft-touch, can make your card feel more substantial and professional.
2. Brochures and Leaflets
Brochures and leaflets are useful for explaining services, products or offers in more detail than a business card or social media post allows.
They work well for:
- Service businesses explaining what they do and how they work
- Product companies showcasing ranges and features
- Venues and attractions providing visitor information
- Professional firms outlining processes and expertise
A well-structured brochure can be handed out at meetings, left with customers, included in mailings or displayed at events. The key is to keep the design clear, the messaging focused and the call to action obvious.
3. Flyers and Door Drops
For local campaigns, flyers and door drops can be an effective way to reach households and businesses in a defined area.
They are particularly useful for:
- Promoting offers and seasonal campaigns
- Announcing new services or openings
- Driving footfall to shops, salons and hospitality businesses
- Targeting specific postcodes or neighbourhoods
Industry data suggests that door drop marketing can achieve response rates around 5%, which is higher than typical email marketing rates. The response depends heavily on the offer, design, targeting and quality of the drop.
4. Posters and Banners
Posters and banners help you capture attention in physical spaces.
They can be used in:
- Shop windows and interiors
- Trade show and exhibition stands
- Events and community activities
- Construction sites and temporary locations
A bold, simple design with a clear headline and call to action works best. People often have only a few seconds to take in the message, so the design needs to communicate quickly and effectively.
5. Branded Stationery
Branded stationery includes items such as letterheads, compliment slips, envelopes and notepads.
These materials may seem small, but they contribute to how professional your business appears. A consistent look across your correspondence, proposals, invoices and communications reinforces your brand and makes you look more established.
For professional services, this can be particularly important when dealing with clients, partners and suppliers.
6. Direct Mail and Postcards
Direct mail and postcards can be used to stay in touch with existing customers or reach new ones.
They work well for:
- Seasonal greetings and check-ins
- Special offers and loyalty incentives
- Announcing changes such as new services, opening times or locations
- Re-engaging customers who have not used your business for a while
Because they are physical, they are harder to ignore than an email that can be deleted with one click. A well-timed postcard can remind someone that your business exists and is ready to help.
7. Event and Exhibition Materials
If you attend trade shows, local events or exhibitions, printed materials can help you stand out and make a lasting impression.
Useful items include:
- Roller banners and pull-up displays
- Branded folders with business cards and brochures
- Handouts and product sheets
- Promotional items such as notepads, pens or bags
The aim is to make it easy for people to understand what you do, why you are different and how to contact you later.
How to Make Printed Materials Work Harder
Printed marketing materials work best when they are planned properly and used as part of a wider strategy.
Keep Your Branding Consistent
Your printed items should look and feel like they come from the same business as your website, social media and emails.
Consistent use of your logo, colours, fonts and tone of voice helps people recognise you more easily and makes your brand feel more established.
Design for the Audience, Not Just for Looks
A design that looks impressive on screen may not work as well in print.
Think about:
- Who will see or receive the item
- Where it will be used or displayed
- What action you want people to take
- How much time they are likely to spend with it
A clear, focused message is usually more effective than a busy design trying to say too much.
Use Print and Digital Together
Print does not have to work alone.
You can:
- Add QR codes linking to your website, booking page or special offer
- Include social media handles and hashtags
- Use printed materials to drive people to online reviews or sign-up forms
- Follow up printed campaigns with email or social media reminders
This way, print helps start the conversation and digital helps continue it.
Invest in Quality, Not Just Quantity
It can be tempting to choose the cheapest option, especially when printing large quantities. But poor quality print can damage your reputation.
A smaller run of well-designed, well-printed materials is often more effective than a large quantity of items that look cheap or feel flimsy.
At Image Box Design, we work with businesses to create designs that are suitable for print and to advise on finishes, paper stocks and formats that match the purpose of the item.
When Printed Materials Are Most Useful
Printed marketing materials are particularly effective when:
- You serve a local or regional area
- You want to build trust and credibility quickly
- Your audience includes people who may not respond well to digital-only marketing
- You attend events, exhibitions or local activities
- You want something customers can keep and refer back to
- You are launching a new service, product or location
- You want to reinforce your brand across multiple touchpoints
For many local businesses, the best approach is a mix of print and digital, with each supporting the other.
Get in Touch with Image Box Design
If you are considering printed marketing materials for your business, Image Box Design can help.
Based in Reading, Berkshire, we work with businesses across the UK on branding, graphic design and print projects. From business cards and brochures to flyers, posters and exhibition materials, we can help you create printed items that look professional and support your goals.
Get in touch with our team to discuss your project and request a quote.
FAQs
Yes. Research shows that print can achieve higher brand recall and trust than digital in many situations, particularly for local businesses and targeted campaigns.
Business cards, brochures, flyers, posters, branded stationery and direct mail are commonly used by small businesses. The best choice depends on your audience, services and marketing goals.
Focus on clear messaging, strong design and good quality print. Use consistent branding, choose suitable paper and finishes, and make sure your call to action is obvious.
For most businesses, a combination works best. Print can build trust and awareness, while digital can support follow-up, tracking and ongoing engagement.
Yes. At Image Box Design, we can create the artwork and advise on print specifications. Depending on the project, we can also coordinate with print suppliers to manage production.
Related Guides:
- How Much Does Promotional Merchandise Cost?
- Why Print Advertising Still Works for Trades & Local Services in Berkshire
- Why Printed Leaflets Still Work for Local Businesses in Reading
- Why Local Businesses in Reading Still Need Professional Branding
- How to Choose the Right Graphic Designer in Berkshire
- The Importance of Good Signage for Reading Businesses
- 5 Things to Include in Your Business Brochure
