Expert Marketing Collateral Design Guide | Designing For Print In Digital Era: Tips, Tricks, And Best Practices For Photographers
Expert Marketing Collateral Design Guide | There’s no denying that we’re living in the digital era – and, oh boy, have the things changed. Nowadays, we carry in our computers that are more powerful than the computers used back during the Moon landing, and the technological advancements have changed pretty much every aspect of our lives, including the way we do business. Regardless of the industry you’re in, if you’re serious about your business, you can’t afford to ignore the benefits of everything digital. However, that doesn’t mean that print’s dead!
In fact, print has never been a more effective tool, and instead of getting replaced by modern technology, it’s just as popular among entrepreneurs and small business owners. It’s no longer used simply to convey a message either – businesses both big and small are using well designed marketing collateral to stand out from the crowd, grow their client base, and boost brand exposure. And the best part: creating a solid marketing collateral package doesn’t have to be expensive or overwhelming. With the right guidance, some prep work, and a few tips and industry secrets, you too can design marketing collateral that takes your photography business to the next level. Here’s what you need to know!
Know Yourself | Expert Marketing Collateral Design Guide
Before you start investing money (And your time!) in marketing, take some time to determine what it is that you’re trying to promote. Do you have your prices sorted out? What services are you providing? Will you be providing a special discount during your marketing campaign? What are you trying to achieve – book more clients, sell your art? Who is your target audience? These, and many other similar questions will be vitally important for the success of your efforts, so don’t rush; instead, take all the time you need and you’ll thank yourself later.
Know Your Ideal Client | Expert Marketing Collateral Design Guide
If you’re just starting out and you’re about to run your very first marketing campaign, chances are you’re tempted to target as many groups as possible in order to increase your chances of success. What this is more likely to do, however, is cost you business without you even realizing. If you resist the temptation and take the time to clearly define your ideal client in terms of location, gender, age, and even education, you’ll be able to set up a campaign that will appeal to your potential clients and get you the attention your business deserves. If you don’t do it, on the other hand, your efforts might end up unfocused, ineffective, and will definitely fail to engage your potential clients.
Know Your Brand | Expert Marketing Collateral Design Guide
Now that you know what you’re trying to promote, and whose attention you’ll be trying to grab, you can move to the design stage and actually start working on the visual identity of your marketing materials. This is another thing you’ll definitely want to take slowly to ensure best results, so don’t order random items online and hope for the best. Instead, make sure each item is the perfect representation of your brand and everything you stand for. Start with your branding guidelines and define the colors, fonts, styles of graphics, and even brand oriented words you’re going to be using throughout your materials.
By using a consistent color scheme, for example, you’ll ensure all your materials look, feel, and sound like they came from the same source. This, in turn, will turn all of your branded materials, both online and off, into a cohesive unit and your brand into a memorable visual experience. As a result, your potential and existing clients will be able to without a single doubt recognize your brand whether they stumble upon your website, your brochure or they find your business card in their wallet.
Know Your Worth | Expert Marketing Collateral Design Guide
Getting one of the countless cheap sets of marketing collateral items online might sound like a really clever idea – saved money is made money, right? Not really, especially when it comes to cheap templates you can find online. These are usually designed by amateurs or beginners, and they pretty much all have the telltale signs of cheap design. Not only that, but these items are already being used by many other business owners, so even in your area. How is your marketing collateral supposed to stand out from the endless piles of collateral we’re being bombarded with each day?
In addition to investing in a professional, completely custom design for your marketing collateral, you will also need to pay special attention to other details, such as the quality of the paper you use when printing your marketing collateral. This is another aspect of marketing collateral business owners decide to cut corners with, which will do more damage than good. Think about it – what will a business card that gets torn or dented easily in your potential client’s wallet say about the quality of your services? Remember, thicker, luxurious paper will help you leave an impression of a reliable and established industry leader.
Marketing collateral you use to promote the services or the products you’re offering can do much more than simply provide a potential client with a short description of your services, but only if it meets the requirements we discussed above: if it appeals to your potential clients, accurately conveys the nature of your brand, and effectively communicates your message.