In a digital-first world, it’s easy to dismiss print. But after a day of networking at a Sacramento trade show or a local chamber event, what makes a prospect remember you? It’s not another unread email; it’s the tangible, well-designed piece of print collateral they have in their hand. Print is not dead. Above all, it’s a powerful tool for building trust and driving action after the handshake.
A high-impact leave-behind is more than just a piece of paper. Rather, it’s a physical reminder of your conversation and a bridge to the next step. A thoughtfully designed print piece anchors your brand in a prospect’s memory, reinforces your credibility, and gives them a clear, low-friction way to follow up. This no-BS guide will show you how to use print collateral for events to make a lasting impression and turn event connections into real business.
Explore more about our Print Collateral & Event Kits.
The Strategic Role of a Print Branded Collateral
Before you print another box of flimsy business cards, understand the job your print collateral for events needs to do. In the buyer’s journey, a leave-behind serves three critical functions:
- Act as a Memory Anchor: It physically connects your face-to-face conversation to your brand, making you more memorable than competitors who relied on a verbal pitch alone.
- Signal Credibility: A high-quality, professional print piece communicates stability and attention to detail, building subconscious trust in your brand.
- Clarify the Next Step: It provides a clear, simple path for a prospect to take action, whether that’s scanning a QR code, visiting a landing page, or booking a call.
8 High-Impact Leave-Behinds and When to UseThem
Not all print collateral for events is created equal. The right format depends on your goal and the context of the event, whether it’s a bustling trade show at the SAFE Credit Union Convention Center or an intimate Midtown pop-up.
- The One-Pager: A concise summary of your core service or product.
Use it for: Quick introductions where you need to communicate your value proposition fast. - The Capability Brochure: A more detailed, multi-panel piece that outlines your full range of services.
Use it for: Qualifying conversations with high-potential prospects who have shown deeper interest. - The Case Study Card: A 5×7 card detailing a single, powerful customer success story with clear metrics.
Use it for: Proving your value and overcoming specific objections during a sales conversation. - The Postcard Follow-Up: A branded postcard you can pre-address or mail after the event with a handwritten note.
Use it for: A personal, high-touch follow-up that cuts through email clutter. - The Sticker Pack: A set of high-quality, branded stickers.
Use it for: Building brand affinity and creating a fun, memorable giveaway that people will actually use. - The Event-Only Promo Card: A small card with a special offer or discount exclusively for event attendees.
Use it for: Driving immediate action and tracking ROI from a specific event. - The QR-Powered Business Card: A modern business card with a QR code that links to a digital hub (your website, LinkedIn, a Calendly link).
Use it for: Seamlessly connecting the physical and digital worlds. - The Pocket Folder with Inserts: A professional folder to hold a customized set of the materials above.
Use it for: Key client meetings or when presenting a full proposal. - Enhance your print marketing results by integrating your leave-behinds with your digital Brand Identity and Maintenance Plans.
Design Principles for Printed Materials That Performs
Effective print collateral for events is about strategic clarity, not just aesthetics.
- Dominant Visual Hierarchy: Guide the reader’s eye. The headline or key offer should be the first thing they see, followed by supporting details, and finally the call-to-action.
- Ruthless Scannability: Use short paragraphs, bullet points, and clear headings. People scan print before they decide to read it. Make your core message impossible to miss.
- Prominent CTA Placement: Your call-to-action should be obvious and easy to find. Don’t bury it at the bottom in tiny text. Use a button-like design or a QR code to make it stand out.
- Strategic Use of Finishes & Paper: The way a piece feels matters. A heavier paper stock signals quality. A spot UV finish on your logo can also add a touch of sophistication. These details communicate value non-verbally.
- Accessibility & Contrast: Your design must be legible. Ensure high contrast between text and its background. This is not just an online rule; it’s critical for print, especially for attendees at a poorly lit event at Golden 1 Center.
Refer to authoritative resources for more print best practices:
- HubSpot: What Is Marketing Collateral and How Does It Support Sales Teams?
- Adobe: Digital Design vs Print Design: Key Differences and Best Practices.
- Canva: Top tips for Preparing Event Collateral, Merch, and Social Media Assets
From Pre-Event Prep to Post-Event Follow-Up
Success with print collateral for events requires a simple workflow.
- Pre-Event Asset Checklist: Weeks before the event, confirm what materials you need. Order what’s missing.
- Factor in Print Timelines: Good printing takes time. Give your printer at least 2-3 weeks to be safe, especially if you’re using custom finishes.
- The Packing List: Create a checklist of all collateral you need to bring so nothing gets forgotten.
- Track Everything: If you use QR codes, create unique links for each event so you can track scans and measure which events are delivering the best leads.
Your Print Collateral Checklist
- Does each print piece have a single, clear purpose?
- Is the call-to-action obvious within 3 seconds of looking at it?
- Does the quality of the paper and printing reflect the quality of my brand?
- Do I have the right mix of collateral for different types of conversations?
- Is my contact information and website easy to find and read?
If you’re answering “no,” your print materials are working against you.
Print Collateral Frequently Asked Questions
The investment varies based on the scope, from designing a single one-pager to a full suite of event collateral. The cost is a small fraction of event sponsorship fees and is easily justified by a single deal closed from a lead you wouldn’t have captured otherwise. We provide clear, itemized quotes.
A safe timeline is 4-6 weeks from project start to having the printed materials in your hands. This typically includes 2-3 weeks for design and revisions, and another 2-3 weeks for printing and shipping. Don’t wait until the last minute.
It’s better to have a few extra than to run out. A good rule of thumb is to estimate the number of quality conversations you expect to have and add 25%. For general-purpose items like rack cards at a high-traffic booth, you’ll need significantly more.
Absolutely. Many printers now offer high-quality recycled paper stocks and soy-based inks. Choosing an eco-friendly option can be a great way to align your print materials with your company’s values. Just be sure to plan ahead, because these options can sometimes have slightly longer lead times.
Make Every Handshake Count
Your event marketing investment is too high to let potential leads walk away and forget you. A strategic, well-designed piece of print collateral for events is a critical tool for ensuring your message sticks and your conversations continue long after the event ends.
At BS Creative Co., we design no-BS print collateral that builds credibility and drives action. We can also audit your existing materials or build a complete event kit from scratch to help you stand out at your next Sacramento event. Our creative support plans also ensure you have the right assets ready whenever you need them.