Effective Photography Marketing Collateral | Take The 5-Question Marketing Collateral Trash Test!

Effective Photography Marketing Collateral | Take The 5-Question ...

Effective Photography Marketing Collateral | The average consumer does a good share of research before committing to a purchase or deciding to hire someone, and photography clients are no exception. We’ve all done it, even when if it’s not a big splurge, and sometimes we need that extra nudge to help us decide. This is where marketing collateral comes into play! If you’re trying to build brand loyalty and grow your client base, then you can’t afford to overlook it. It will familiarize your potential clients with your services and products, reinforce your brand, and raise the profile of your photography business.

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Not all marketing collateral is created equal, though. We’ve all stumbled upon a cheap, downright ugly piece of marketing collateral – whether it’s a brochure, a business card, or even a newsletter. On the other hand, we all have those piece of collateral we can’t bring ourselves to throw away, even though it’s been weeks since we got them. Their secret? Great design, high-quality materials, or an offer we can’t refuse! If you’re just starting out and you’re having marketing collateral designed for your photography business, or you already have a marketing collateral package and you want to check just how effective it is, we gathered five questions that will give you a better idea of what makes people hang onto marketing collateral.

Is It Making An Offer Your Potential Clients Can’t Refuse? | Effective Photography Marketing Collateral

Marketing collateral covers items from brochures, newsletters, fact sheets, press releases, to other electronic and printed promotional materials, and the package you put together will mostly depend on your marketing strategy. However, no matter how many items you end up creating, you will need to keep one simple thing in mind – each of these items has a slightly different goal, and you need to create content that helps accomplish that particular goal. Don’t expect the recipients to give it much time, and don’t bury the lede.

Effective Photography Marketing Collateral | Take The 5-Question ...

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Is Your Marketing Collateral An Accurate Representation Of Your Brand? | Effective Photography Marketing Collateral

It’s important to have a branding style guide to ensure consistency across all your marketing collateral and other branded materials. It keeps everyone on the same page and governs how every element including your logo, key graphics, fonts, and even brand-oriented words should be used. This way, even if you decide to add a new item to your package later on, your new designer will be able to create something that will seamlessly fit the rest of your materials, reinforce your brand, and help you accomplish your goal.

The point, at the end of the day, is that all of your materials, both online and off, look, feel, and sound like they came from the same source. After all, the more contact a potential client has with your branded materials, the more likely they’ll be to actually remember your photography business and what you can do for them.

Does The Material Communicate The Right Message? | Effective Photography Marketing Collateral

The materials you use for your marketing collateral can make or break your first impression, so you’ll want to get the best your budget allows. Your potential clients will definitely notice the difference between cheap paper and thicker, glossier paper stock the moment they pick your brochure, for example. Thicker paper stock will help you leave an impression of an established business owner and a reliable industry leader. On the other hand, what will cheap, thin paper that gets torn easily tell your potential clients about the quality of the services and products you’re providing?

Is Your Logo Versatile Enough To Survive Your Marketing Strategy? | Effective Photography Marketing Collateral

Since marketing collateral covers a myriad of materials, it’s only natural that some of them will have certain restrictions you will need to work around. For example, USB drives not only have limited space for your branding, but also limit the layout of your content, so you’ll need to prepare slightly different variations of your logo to fit any orientation. If your logo consists of a graphic and the name of your business, you’ll want to have both the vertical version, with elements stacked on top of each other, and horizontal version with the graphic next to the name of your business. You can also create a simplified version of the logo, and single-color variants.

RELATED: Photography Marketing Collateral Ideas | 5 Design Tips To Make Your Marketing Collateral Stand Out In 2016

Effective Photography Marketing Collateral | Take The 5-Question ...

Is The Content Easy To Read? | Effective Photography Marketing Collateral

The purpose of marketing collateral is to convey a particular message and get the recipients to complete a specific action, whether it’s to buy a product or to call and book a session. However, this will only happen if they can actually read the content of your collateral, so special attention needs to be paid to typography. Make sure you’re using simple, easy to read fonts, and that the text is large enough to be comfortably read without having to use a magnifying glass. Also, limit the number of fonts you use to 2-3 max – the human eye finds it difficult to read multiple fonts at once.

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The design of each item should also be simple to ensure readability. We get it, you want to make sure your marketing collateral stands out, but by adding unnecessary design elements, shadows, graphics, and special effects, you risk ending up with a design that overshadows your message, which is the main reason for sending out the collateral in the first place!

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