Promotional materials comes from everywhere and it is unlikely you can have too many promo pieces. You can have the problem of too many different promotion pieces without any plan.

First, there is "primary" promotional material. These are traditional, visual pieces used most often for sending ahead to get an appointment, sending to a client to keep on file or for leaving behind after showing a portfolio.

You don't need to spend lots of money! Laser color copies, photo prints or digital prints give you your best unit price for small color quantity. Design and quality of production is the key no matter how you print your promos.

"Secondary" promotional materials can be added once you have some basic materials. Some of these include:

• mini-portfolios
• capabilities brochures
• copy or information promos
• newsletters
• client-printed samples
• non-traditional or "specialty" advertising items

Any of these can be new media such as CD-ROM or disk.

Before you use digital promos, be certain you have a client open to viewing and using them. Print pieces are still popular, especially when beautifully produced. Though it may require a co-op effort to reduce costs, a combination of concept, design, copy and photography can come together to produce a real "page turner" and a promo clients call and ask for.

One of the most over-looked promos is the CAPABILITIES BROCHURE. Design and production will vary only depending on your final marketing plan. They include the studio's different capabilities and all the basics:

• your background
• client testimonials, map
• facilities
• client list
• equipment inventory

These multi-purpose promos can be included in cost proposals, send ahead packages or used as leave-behinds. The simplest and most flexible is a cover folder (customized with a logo label) and inserts printed in advance and used as needed, depending on the client. This format is the most easily used and customized for individual client presentations.

Finally, CLIENT PROJECTS create opportunities for promotion pieces. Though this has always been a popular method for producing creative services promos, be careful using this approach for your primary pieces as they are rarely produced on any kind of deadline or schedule you can count on!

Another great use of client-printed projects is the "backprinting" of a client's piece. Simply send them back through a one or two color press with your capabilities information artwork in position.