Marketing Collateral Checklist | Tips For Bringing Your Collateral Back From The Dead
Marketing Collateral Checklist | When it comes the time to design business cards, flyers, brochures, signs, pens, and all the other marketing materials that promoting a new business requires, many business owners end up creating a package of random-looking stuff. This can be quite damaging for your brand. Even in the digital age, printed business materials play a big role in how people perceive your business. Marketing collateral can make your business come across as a well-established expert or an untrustworthy amateur – and that is the difference between getting passed over or landing a new client.
Your potential clients don’t know what you can do for them unless you tell them. Express your company’s unique selling point in well-designed marketing materials, from your business cards, brochures and other printed marketing collateral. Having a great website is good, but do you have effective marketing materials to match? Are your logo and color scheme consistent throughout all of your materials? Reinforce the same message, look and feel throughout your materials, including your website. Here’s a checklist you can use to improve the way you use your marketing collateral.
What Is The Objective? | Marketing Collateral Checklist
Just as every campaign has a goal, so too should individual pieces of marketing collateral. What do you want the collateral to do for your business? What are you trying to communicate? It is important to be clear about the type of collateral you are designing and the message you want readers to take away. By determining this goal at the beginning, business owners can design the ideal collateral around it. This will help ensure that relevancy is maintained and the calls to action are clear.
Create A Style Guide | Marketing Collateral Checklist
A style guide is an effective way of sorting out the different elements that make up your collateral. It enables you to outline your theme elements, which includes your logo and any important graphics, your fronts, key phrases and brand-oriented words. You should not simply throw together any old business card design, send it off to the printers, and then worry about all the other marketing materials later. While designing a business card or a brochure, think in advance about whether the fonts you’re choosing, the color schemes, the logo, and the layout of the card will translate well to other materials like flyers, thank-you cards, and websites.
The Font Can Make Or Break Your Design | Marketing Collateral Checklist
It’s often the best idea to stick to the basic fonts – Times New Roman, Arial, Courier, Helvetica – to ensure readability. Don’t go too small, or you may find that some potential clients simply can’t read it! Use a font that best expresses the nature of your collateral and your brand. For example, if you’re sending out a brochure to announce a big sale, use a typeface that’s big, bold, and direct. You can draw attention to headings and subheadings by making it bold, increasing the font size, changing the color, or even getting fancy with features like glow, bevel, and drop shadows.
Use Only High Quality Imagery | Marketing Collateral Checklist
Don’t clutter your design with too many graphics unless each of them has some relevance to the service or product you’re promoting. The biggest mistake made by business owners is trying to fit too much information into a single piece. You do not want to use low resolution stock images or clip art either. Choose the graphic element that best communicates the essence of what you’re trying to sell, and what you’re trying to achieve with the piece you’re creating. Don’t include graphics purely as design elements if they just distract from the message.
Integrate Physical With Digital Collateral | Marketing Collateral Checklist
Business owners tend to forget that it can be a wise idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help clients access your business’s digital side, which in turn gives another chance for them to purchase from you, and even tell their friends about your business.
Use Quality Base Materials | Marketing Collateral Checklist
The type of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your potential clients respond to your marketing collateral. You want your business to appear professional and reputable, which means that you need to have the highest quality paper and printing that is economically feasible. A paper with a rich texture and feel adds greatly to the ambiance of your finished piece.