How to Put Together an Unforgettable Presentation Folder
Whether you’re on a bustling trade show floor or in a one-on-one sales meeting, you want to hand prospective clients a presentation folder that will stand out and make them remember you. The best folders are not just receptacles for whatever collateral you have lying around — they’re well-thought-out marketing pieces with elements that make a statement and fit nicely together for a branded, professional look.
So, how do you craft a company folder for maximum impact? The choices are endless and creating the perfect presentation can feel overwhelming. To make it a little easier, we’ve put together this guide on how to put together a sales folder.
Who is Your Audience?
Start by thinking about:
- Who your audience is
- What action you would like them to perform i.e. the purpose of the folder
- What information they will need to take action
This information will drive decisions about the content you put into your folder, and that will help you determine the best format.
Company Folders, Inc. offers more than 200 styles of custom presentation folders.
Organize Your Presentation Folder
Once you know who you’re talking to and what you want to tell them, it’s time to think about organizing that information. Consider:
- The amount of information — If you have three products, crafting a brochure might be a good idea. However, if you’re promoting a school course guide, a small booklet might be a better choice.
- How time-sensitive the information is — Information such as the history of your company, your mission and vision, core products, and services rarely change. You may want to create a custom sell sheet that can be reused for this type of info. On the other hand, special offers or events may be time sensitive, so a less expensive postcard or rack card might be a better choice.
- Where and how the material will be presented — If you’re handing out presentation folders at a trade show, stepped inserts are a great way to help your reader find the information that interests them. Although, if you’re giving a demonstration, you might opt for a booklet that guides the audience through your process.
Examples of What to Put in a Presentation Folder
Business cards
Although there are many ways of exchanging contact info digitally, the good old-fashioned business card has not gone out of style, and for good reason. It remains the fastest way to exchange contact information and a prime opportunity for you to leave prospective clients with a keepsake of your brand.
Pro tip: Add a unique business card holder to your folders, so your card is always front and center. In fact, most budget-friendly folders come with free slits.
Brochures
A brochure is usually a single folded piece of paper, so they fit perfectly into presentation folders. They come in different sizes and configurations, giving you lots of options to create a unique piece that illuminates your company and illustrates the benefits of your offerings. Brochures can be ideal for sharing:
- Your company or organization’s mission and vision
- Contact info and team members
- Locations
- Product specifications
- Service descriptions
- Pricing
Pro tip: Have a brochure slit cut into one of the pockets of your folder to make your brochure stand out and keep it from sliding around in the pocket. A folder where brochures and business cards are tucked neatly into specialized slits makes a very organized and intentional impression.
Booklets and Stitched Brochures
A booklet is usually four or more pages stapled along the spine. They are a great way to share extensive product or service information. Folders with stitched brochures ensure your pamphlets do not fall out and effectively turn your presentation folder into something more than a collection of paper in pockets. They create a complete marketing booklet.
Pro tip: When using stitched brochures or booklets, you might want to select a conformer expanding folder for extra room.
Stepped inserts
Stepped inserts are tiered sheets that fit into folder pockets. The sheet headers function as a table of contents, making it easy for a reader to find the information they want and pull it out of the folder. They make a highly professional, organized impression as well as make your information highly accessible. Like a brochure, it’s an opportunity to create a complete presentation about your company, products, and services.
Pro tip: A first sheet is a great place for an image or graphic that entices the reader to continue reading.
Flyers
A single sheet or half sheet is a great format for so many types of information:
- Announcements
- Events
- A cover letter
- Charts and graphs
- Event lists or calendars
- Press releases
Pro tip: Even if they’re only used one time, flyers should match the high quality of your other printed materials for a professional look.
Informational Materials
When you want to customize a presentation to a particular prospect or add time-sensitive information, you may choose to tuck some of the following into your folder.
- White papers
- Case studies
- Product specs
Pro Tip: To keep a cohesive, branded look, make sure you use consistent artwork, fonts, stocks, ink colors and coatings across all your informational pieces.
Postcards
A postcard can stand out in a folder full of larger pieces. Like a business card, it may be the piece a potential customer pulls out and keeps on their desk.
- Coupons
- Pricing Sheets
- New Product Announcements
- Events
Pro Tip: Some slit types in your folder’s pocket can also be used for a postcard.
Media
Although you can’t put a product video on paper (yet!), you can use your folder to share all kinds of media.
- Flash drive
- CD/DVD
- QR Codes
Pro Tip: Pick a folder with a flash drive pocket or a specially designed CD/DVD presentation folder.
Selecting Your Folder
Once you’ve decided what to put in your folder, then it’s time to pick the right one. The right folder accommodates the materials you want to put in it and the messaging you want to print on it. Make sure to pick one that meets your requirements, taking into consideration options such as:
- Size — Needs to accommodate all your materials, but not be too big. Use this folder sizes and dimensions guide as a reference.
- The number of pockets — Think about the experience you want the reader to have — what they see first, etc.
- Pocket configuration — Horizontal pockets will accommodate most materials, but vertical pockets offer an interesting imprint area.
- Spine attachments (for 3 prongs, aka brads or fasteners) — A spine attachment lets you create a booklet within your folder. They are useful for sales presentations, white papers, and other in-depth materials.
- Velcro closures — If you pick a folder with a flap, a Velcro folder closure is the perfect way to keep it closed.
- Brochure, Business Card, CD/DVD Slits — Pre-cut slits will help keep all your materials in place for a highly organized presentation.
Bonus Tip: Check out our Guide to Custom Folder Printing for help picking and designing the perfect folder for your marketing materials.
Building Specialty Marketing Folders
Now that you know some of the choices, here are some specific lists that might help you decide what to put in a presentation folder for church, trade shows, sales calls, tax returns, and real estate buyers and sellers.
8 Items to Put in Trade Show Folders
Stand out at events by packing your trade show folder with these items:
- Business card
- Intro letter
- Brochure
- Catalog
- Info/educational materials — white papers, case studies, etc.
- Trade show-specific flyers — product launches, booth events, speakers
- Postcards — coupons, QR codes for website or videos
- Stickers, notepad & pen or another promotional item
6 Pieces to Bundle in a Sales Presentation Folder
Close the deal by filling your sales presentation folder with these crucial items:
- Business card
- Proposal
- Charts/graphs
- Info/educational materials — white papers, case studies, etc.
- Brochure
- Press releases
5 Things to Put in a CPA / Tax Return Folder
An ideal CPA or tax return folder will contain these critical items:
- Tax return
- Tax forms like 1040, W-2, W-4, 1099, etc.
- Supporting documents
- Business Card
- Brochure
7 Components of a Successful Real Estate Folder for Sellers/Buyers
Help buyers and sellers complete transactions with an effective real estate folder, containing:
- Business card
- Welcome letter
- Property brochures
- Open House Flyers
- Valuations
- Appraisals
- Checklists
10 Pieces to Include in a Church Welcome Packet
Engage new congregants with a church welcome folder that makes people feel right at home with these helpful materials:
- Personalized card from clergy/lay leader
- Business card/list of staff & Clergy
- Brochure
- Event calendars
- Office, worship, Sunday school schedules
- List of ministries
- Church bulletin or newsletter
- Worship CD or DVD
- Beliefs / Tracts
- Stickers, notepad & pen or another promotional item
A well-thought-out presentation folder makes a great first impression. Make the most of that opportunity and your marketing budget by crafting one that is tailored to your specific audience and purpose. In addition to having all the right pieces, a great marketing folder has consistent branding on all pieces; similar stocks, uses matching ink colors and complementary imprint methods on both the folder and the materials in it; includes pockets or slits to display each piece. When you spend the time to think through the “opening experience” and create a presentation that is both informative and visually engaging, you’ll nail that first impression and turn prospects into clients.
