Marketing Collateral | Easy Tips For Great Print Marketing Collateral That Works For You
Marketing Collateral | If you have a sales or marketing team that uses marketing collateral on a regular basis, have you thought of ways you can boost the overall process and get better business results? As markets evolve, and competition grows, ignoring your collateral materials or failing to follow the best principles of effective marketing collateral design can be disastrous. Collateral is often the first impression that potential clients have with a brand, so leaving the best impression is absolutely pivotal.
In today’s global marketplace it has become more vital than ever for small businesses to present a professional appearance to stay competitive. Your printed materials are a crucial element of your marketing strategy, playing a vital role in marketing your products and services to both new and existing clients. Businesses will often be judged based on the relevancy, consistency and overall quality of the materials that they send out to potential clients. Here are six tips to help you plan and create collateral that will help close the deal.
Don’t Forget The Basics | Marketing Collateral
What’s the most important thing to get across in any piece of marketing collateral? Contact information! You may be surprised by how many people get caught up in the other parts of the design and forget this detail. Including your company address, phone number, email address, fax number and any other ways of communication that you think are important into the design of your marketing collateral will make it easy for clients to reach you.
Plan Multiple Projects Together | Marketing Collateral
This may sound like a simple instruction – and it is – but in reality, it could take you a good chunk of time. It means you should not simply throw together any old business card design, send it off to the printer’s, and then worry about all the other marketing materials down the road. The content you use for marketing collateral has to be outlined before you begin your next big marketing campaign. It will help you focus your marketing more effectively by preventing you from losing focus on the themes and types of content you want to promote, and all your printed collateral will look, sound, and feel like it came from the same source.
Do Unto Thy Website As You Do Unto Thy Business Card | Marketing Collateral
When you give someone a business card, hopefully he or she will look at it for a while. If you and your card do your jobs exceptionally well, the recipient may even check out the website plastered on the front of your card. If you’ve already built your internet presence, it’s a good idea to coordinate your printed material with its design. With each marketing material there should be the same consistency throughout with the visual design, tying in your collateral with the same look and feel. If your website bears no resemblance to your business card, you have just lost esteem in potential client’s eyes, whether on a conscious or subconscious level.
Use Blank Space | Marketing Collateral
Instead of using a complicated background, take advantage of that boring old white background to draw attention to what matters most. Whilst you may be tempted to fill in every inch of your marketing collateral with information or images, this may result in your stationery becoming too cluttered and a reader will lose interest quite quickly. White space can help break down areas of your design and enable you to form sections and prioritize the area of importance.
Integrate Physical With Digital Collateral | Marketing Collateral
It’s a social world, as you may have heard. This means all your content should be easy to access and share. Business owners tend to forget that it can be a great 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 do business with you.
Paper Quality | Marketing Collateral
Quality says everything about a business. If you create a flimsy and poorly designed piece of custom printed collateral – let’s say a brochure – your clients are likely to compare the quality of your brochure to the quality of your services. Bad move. There are many good-looking paper stocks available – glossy, matte, textured. Be sure to do a test print to make sure that your design looks good on the paper type you choose.