Marketing with Printed Stationery

Stationery

So much correspondence nowadays is sent by email but there is still a need for printed stationery so when you use it does it give the right impression?

The important things to remember are; use quality paper, quality print, good design, clear concise information, clean and crisp and most importantly consistent with your brand.

What’s included in the term stationery?

Here is what I include; letterheads, continuation sheets, compliment slips, business cards, envelopes, invoices, statements, purchase orders and address labels. I could also include printed notepads and printed pens as they are used extensively in many businesses.

Tips

Make sure the colours and design are consistent. They may vary a little between paper, card and plastic and between different types of print such as litho and digital but make sure they are fairly close.

Choose a good quality paper. This ensures good ink coverage and adhesion as well as vibrant and striking colours.

Choose a mid to heavyweight paper (100-120gsm). Light papers can feel flimsy and cheap and can reflect negatively on your company image.

Design is very important and determines the first impressions. If your stationery is hard to read, not clear or missing valuable contact information then your customer or prospect assumes your company is not good at communicating. This is probably not the impression you want to give.

Choose your colours carefully. A good designer can do great things with a single colour which is generally the most cost-effective. Two colours are next, then three colour and full colour. Five and six colours are then cost prohibitive especially for short runs.

Company letterheads are a legal document and the law requires you to have certain information such as Company Directors, Company Registration Number, VAT Number, Legal Company Name and Place of Registration. Check out the Companies Registration Office website for full details.

Proof-read very carefully and get others to proof-read all of your stationery (in fact all printed material) before going to print. If you have written and supplied the information then when you proof-read you are reading what you expect to be there instead of what is actually there.  Never underestimate how badly misspelt words can reflect on you and your company image!