Marketing Collateral Tips | Marketing Collateral Still Matters! Secrets To Creating Effective Collateral
Marketing Collateral Tips | Having a beautiful and effective website is great, but do you have powerful printed marketing materials to match? Printed marketing collateral plays a vital role in many types of sales, but in the digital era it doesn’t always get the attention it deserves. The fact is that a strong, well-written piece of printed collateral can make all the difference in a sale and to the overall success of your marketing strategy. Collateral is often the first impression that potential clients have with a brand, so making the best impression is absolutely essential, because businesses will often be judged based on the relevancy, consistency and overall quality of the materials that organizations send to potential clients.
Your company’s success depends on how well you convey what you have to offer. This, in turn, may depend on how well you prepare collateral items (brochures, newsletters, fact sheets, press releases, and other electronic and printed promotional materials), ranging from company and product fact sheets to biographies of the most important team members. Here are some of the most effective tips you can use to improve the way your company uses its marketing collateral.
What Is Your Goal? | Marketing Collateral Tips
Marketing collateral is defined as, “the collection of media used to support the sales of a product or service.” Whether online or in hard copy, these tools serve a crucial role in marketing a business. They tell your business story, so that people understand who you are and what you do. Just as every campaign has a main goal, so too should all individual pieces of you marketing collateral. By identifying this goal at the beginning, you can start designing your ideal collateral around it.
Simple Is Better | Marketing Collateral Tips
Running marketing campaigns and creating beautifully designed collateral and online content is no longer optional; it is a necessity. Choosing a design that offers elements of clean white space will help your message stand out. A design that is too cluttered will distract your potential clients from noticing the important things on your collateral, such as your contact information and the offer you’re promoting.
Color Scheme | Marketing Collateral Tips
The “home-made” collateral you tend to see often suffers from over-design. Resist the urge to use too many fonts and colors just because you can. Color can draw attention to your collateral and effectively convey your message. The right color can be extremely powerful, by highlighting an important area or communicating a specific idea, so choose complementary colors for your collateral, as they look best together. For example, if you use bright colors in your logo, choose bright colors for your collateral.
Paper Quality | Marketing Collateral Tips
Choosing high-quality paper will make your collateral design look more professional. A client will know the difference between standard photocopier paper and thick, glossy, high-quality paper. This small detail can be enough to change the perception of your business in the mind of a potential client. There are many different paper stocks available today, each with their own characteristics, so make sure you choose wisely.
Function And Placement | Marketing Collateral Tips
Make sure you include a powerful call to action. What do you want your potential clients to do – call you, visit your store, or subscribe to your newsletter? As with all forms of communication, your collateral must be functional. Its design should allow for easy readability of your company’s important information: name, address, phone number, email address, or other important information (such as registration numbers).
Use The Right Amount Of Graphics | Marketing Collateral Tips
Graphics can help dictate the flow of your content, and keep the attention of your audience on your materials. There is a certain balance of graphics that needs to be observed in order to effectively do this. If you have an appropriate image to include, incorporating it into your design can make your collateral stand out. Good images to choose include a professional image of the building your business is located in, or something closely related to your business and brand message. Using clip art is not the best idea, as it can make your collateral look generic.
Integrate Physical With Digital Collateral | Marketing Collateral Tips
Businesses tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help customers access your business’s digital side, which in turn gives another opportunity for them to purchase from you.