Small businesses put together promotional packets for a number of reasons, including a desire to build more brand awareness, reach more potential customers and, ultimately, build more sales. Think of your promotional packet as one part information and one part advertising. Have fun with it, but make sure it also produces the desired results.

Purchase packets that match or complement your company colors. These packets, sometimes called presentation folders, are available at office supply stores. They typically open up to reveal two pockets and feature slits on one side to hold your company's business card. The packets are not expensive, though they do vary in price, depending on the features. A packet with a plain cover will cost less than one that features slits or an insert for a custom cover page.

Spread all of your promotional materials on a large table so you can clearly see them. On half of the table, place information about your company. This information might include your company biography, a company CD, a mission statement, biographies of the principals, photos, press releases, news stories, information about your products and services (including a price list) a list of frequently asked questions about your products and services, a list of community involvement and any industry awards. These materials serve as the face of your company. On the other half of the table, place coupons, customer appreciation “punch” cards, special offers and any other promotions you have run to draw customers to your business.

Place your company information on one side of the packet and your promotional offers on the other side. Label each pocket so that someone opening it can clearly distinguish the information contained therein. Consider purchasing large sticky labels that say “Why we’re proud to serve you,” or “Timely incentives to make you part of our business family.”

Assemble your promotional packet with a discerning eye, tailoring the materials to your target audience. Put yourself in your customer’s shoes and ask, “What information would be most valuable to me?” Stuffing your promotional packet with too much information runs the risk of overloading your customers. They might not take the time to sift through more than four or five pages in either pocket, anyway. Be selective in your choices and remember that less is more.

Keep track of whom you give a promotional packet to, asking the recipient for her phone number or email address. Follow up in a few days and ask if she has any questions about your business. Follow-through is the key to many successful marketing initiatives. If nothing else, it might prompt the recipient to review the packet and visit your business at a later date.

Tip

Store the materials for your promotional packets face up and in a place where you can easily see and grab them as need be, such as on a shelf in a storage closet. Stacking materials may save room, but you may quickly forget what lies underneath a mounting pile.

Despite your best cost-saving measures, promotional packets still cost money to produce. Be particular about who you distribute them to, thinking in terms of potential customers only.