Marketing and all things related

Printing marketing materials can be expensive for small business owners, and naturally, small businesses don't have an exhaustive marketing budget to spend on collateral materials.  How do they pick and choose which materials are the most important?

With that in mind, here is a list of the top 5 marketing collateral items that every business should have in their arsenal.  Feel free to leave a comment with any other suggestions or ideas.

Top 5 Marketing Material Must Haves:

1. Business cards - Don't skimp on your business cards by using the kind you can print on your home printer with perforated edges.  These business cards tell your customers that your business is small-time and your service (and prices) should be, too.  Even if you do market your business as a low-cost-provider, you want your materials and brand to convey a higher perceived value.  You want your customers to think they're getting a great value for their money, and this starts with what might seem like the smallest details, like your business cards.
2. Envelopes, letterhead, invoices - Make sure your "materials of doing business" are part of your marketing collateral collection.  Include your logo, contact information, tagline or message that communicates your brand image and develops consistency across all aspects of your business.
3. Folders - An integral part of your marketing collateral supply should be company folders.  Use a paper stock and design that reflects your brand.  Make sure your logo, business name and tagline (if you use one) are prominently displayed.  Use two pockets and a business card holder.  Try to keep the folders as generic as possible, so you can use them for various purposes and for a long time.  That way, you can print a large quantity at a lower per piece cost and use them for years to come, creating brand consistency.  You'll have a myriad of opportunities to use your folders through the years.  For example, you can use them to send sales quotes or company information in customer acquisition campaigns. 
4. Capabilities/Sales Brochure - Creating a compelling sales brochure is critical.  Keep in mind, that your sales brochure can be used in many ways, from a simple handout to a direct mailer if it's designed correctly.  Work with your designer to make sure you get the biggest bang for your buck in terms of versatility.  Make sure your sales brochure includes the information your customers want to hear not just the information you want to tell them.  If you're working with a limited budget and limited space, be sure to include your most sales-driven copy.
5. Signage - Not to be missed in your marketing kit is signage.  Brick-and-mortar businesses shouldn't forget the necessity of hanging banners, signs and window decals to communicate messages and promotions.  Don't assume your customers know anything.  Tell them.  Signage should also be included on vehicles used for the business and at trade shows or other events.  A quick message with a call to action and your contact information can go a long way to attracting a potential customer's attention and generating a sale.

What other marketing materials do you think a small business owner should have?  There are many marketing tools that are important as well, including a website, advertising, etc., but what physical materials are most important to growing a small business?  What do you think?  What materials have you found to be particularly helpful in promoting your own business?

For another perspective on essential marketing collateral materials, read this article at AllBusiness.