What every regional business should know about print collateral

As a business owner or marketer, mastering print advertising gives you an edge over the competition and helps you sell yourself in an authentic way to your local community.

Keep reading for some tips to consider when creating and distributing print collateral.

Choosing the right printing partner matters

Most businesses don't own the equipment to print their own marketing collateral, and unless print is part of your business’s services, it doesn't make sense to invest in your own.

As a regional business, it's crucial to partner with a local printing company to help you produce the material you need.

When choosing a printing partner, you shouldn't just go with the first company you stumble upon.

Do extensive research into the different options available to you in your region.

Consider factors like geographical distance from your office, price, communication style and ability to produce at the scale you need.

Try to meet a representative from the company at least once, preferably in person, before signing an agreement.

Before settling on your printing partner, make sure to ask for samples of their past work.

This is the best way to make absolutely sure that their work is up to your standards.

It’s also a massive advantage if your partner has worked with clients in an industry similar to yours – they may even be able to help you identify the quality and type of print materials that could help you spread brand awareness.

Location is everything

Choosing the right location or locations to place your print collateral is essential for reaching your intended audience, especially as a business with a strong presence in your local region.

After all, creating the most aesthetically pleasing advertisements in the world isn't much use if you don't get them in front of people.

The first thing to consider when it comes to print collateral placement is how much traffic a particular area gets.

It's always a good idea to advertise in public spaces that regularly get high numbers of visitors, including train stations, tram stops and public libraries.

Remember to check with the relevant authorities before putting up any of your print ads to avoid landing in hot water.

Next, you want to make sure that the places where you advertise your goods or services attract members of your specific target audience.

For example, if you're selling a new digital marketing tool, it's a good idea to have posters up near office buildings.

On the other hand, if you're selling goods aimed at parents, you should consider advertising near school waiting areas.

It's also important to remember that print collateral also includes magazine and newspaper ads.

Again, target publications with large readerships that include large swathes of your intended audience.

By getting your ad placements right, you can maximise the reach of your print collateral and avoid wasting money.

Don’t skimp on quality printing

Quality is the name of the game when it comes to printing marketing collateral.

Those who see your posters and signs will form an impression of your business based on both the content of your physical advertisements and their quality.

This means making sure that the images you use are crisp, colourful and in high definition.

You also shouldn’t skimp on the type of paper you use: for instance, using 120 gsm paper makes a world of a difference when compared to thinner, cheaper options.

Using eco-friendly printing options like recycled paper or bamboo can also help build your reputation among more sustainability-oriented customers.

As mentioned earlier, choosing the right printing partner is essential if you want to produce top-notch marketing collateral.

Also, a printing business might offer several quality tiers at different prices: don't be afraid to pay a little more in these cases.

Stay on-brand and relevant

When designing print collateral, you need to walk the fine line between staying true to your brand identity while also being relevant to the community you're advertising to.

With regard to branding, your goal should be to make sure that your visuals can easily be associated with your business at a quick glance.

This means standardising the colours, visuals and font styles you use.

Non-visual elements like tone and core messaging should also adhere to your brand and its values.

If your business has a brand department, it’s a good idea to run all print collateral designs with them before releasing them to the public.

Besides staying on-brand, it's also important to keep your visuals and messages relevant at all times.

The simplest way to do this is to tailor your designs to any special events that might be going on: for instance, floral designs are great for Mother’s Day advertisements.

As a regional business, you should also channel any specific jargon your community uses and any events that are on locals’ minds.

Referencing these elements in your print collateral will help you form genuine bonds with your target audience and help establish your business in the community.

Traditional advertising stands the test of time

In 2025, marketers’ focus is often on the digital.

This is understandable: people are spending more time on phones and computers than ever, so it makes sense to advertise online.

However, to implement a truly holistic marketing strategy for your regional business, you shouldn’t neglect more traditional ways of reaching your customers.

Traditional advertising through physical formats is still a powerful method of marketing your business, and is even effective in the age of digital, proving that it stands the test of time.

In this piece, we’ve covered some key things every regional business owner should know about print collateral.

Use what you’ve just learned to beef up your marketing efforts and establish your business as a regional powerhouse.