In the office I managed we always took time once a year to purge our marketing materials. You should too. If the materials are original and specific to your company, it's good to archive at least one paper and one electronic copy of each piece before beginning your cleanup. Once that's done, you can begin. Ask yourself these questions about each piece:
1. Is it current? Are the information, pictures, and other elements up to data and useful.
If the information contains old facts and figures and new data are available, get rid of it and replace it. If the pictures are out dated, get rid of it. Nothing worse than an old picture of your staff, most of whom are no longer there, or your building, which was remodeled and no longer resembles the building in the picture.
2. Has the address or phone number changed. If so, get rid of it. Don't print out cheep white stickers and paste them over the old address. That's just tacky and will not project a professional image.
3. Do you have a new Web site, Facebook, Tweeter page, etc. not featured in the materials? Get rid of it.
You get the idea. It helps too for materials that you're tempted to keep because you might use them again (even though you haven't in over a year) to ask if it served the purpose it was created for and did you achieve the desired ROI. If the answer is yes, great! If the answer is no, then take note and conduct a quick analysis of the less than ideal performance and learn from it. That will help you to improve the ROI of future materials.
The bottom line is that you need to "clean the closet" before you can add anything new, whether the clutter is paper-based or electronic. Archive and move on.
Have additional suggestions for cleaning house? Send them to me, or comment here.