Custom Marketing Collateral | Get It Right The First Time! 6 Marketing Collateral Design Tips That Actually Work
Custom Marketing Collateral | Unless you are exclusively promoting your products and services to millennials, most senior decision makers, stakeholders and influencers at the C-Suite still want the look of a heavy-duty paper stock to believe you are ‘for real’. Effective marketing collateral is purposeful, targeted and clear. If your materials aren’t helping your business boost sales or get new leads, they may be missing one of the vital elements of an effective marketing piece.
A primary barrier between a business and potential clients is lack of knowledge about what the business has to offer. Marketing, which combines written text and visual content can communicate information about your company’s products and services, build awareness, grow brand loyalty and provide potential clients with a call to action. Maximizing the value of your marketing collateral can be as easy as organizing the materials to convey the core values and nature of your business, the products it has to offer, and in turn, the value the client will expect to get.
Make Your Collateral Sticky | Custom Marketing Collateral
Start by identifying three to four of the key problems or needs for every demographic you’re targeting. Research indicates, and our experience confirms, that potential clients respond to content that discusses their challenges and needs — not your product. Including useful information in your marketing collateral encourages potential clients to keep it, refer to it in the future or pass it on to others. Provide hints, instructions, contact information, tips and other important and compelling information.
Reinforce Your Brand | Custom Marketing Collateral
Brand recognition is crucial, and collateral is vitally important in creating and maintaining brand image. Trust is built through relationships; this trust translates to brand loyalty and awareness. This is why it’s essential that whatever channel you use, and there could be multiple channels, that your brand is constantly conveying the same message to your clients. Consistently use your brand colors, fonts, logo, images and communicate the same message through every piece of marketing collateral. Providing the same look and feel while reinforcing your messages maximizes effectiveness and results. Good marketing material will differentiate you from your competition and help you stand out.
Pay Attention To Colors And Images | Custom Marketing Collateral
Marketing collateral should be created from a consistent palate of colors and images. Pay close attention to the affect each and every color has. Different colors communicate different messages, and you don’t want to choose a color that clashes with your brand’s nature. Graphics can help structure the flow of your content, and keep the attention of your audience on your materials. You will want to make sure that you are communicating a clear, consistent and compelling message by using the same brand colors and images from your website, brochure and email newsletters to your print and billboard ads.
Tell Your Story Clearly, Simply, Visually | Custom Marketing Collateral
While consistency is important, so too is visual appeal. Remember, people are scanners, so it’s vital that you are able to hook them into your content with strong, well-structured visual design. The right assets, graphics and text can only go so far – businesses must also arrange them in the right way. This means high-impact graphics, compelling headlines, bulletined text and short paragraphs. The goal is to guide your potential clients from one call-to-action to the next, and templates go a long way in helping brands do just that.
Make Sharing Easy | Custom Marketing Collateral
Things like web addresses and QR codes printed on physical media can help your potential clients access your company’s digital side, which in turn gives another chance for them to find out more about you and end up doing business with you. Keeping yourself relevant in an electronic world is no longer optional: you can offer downloadable white papers or tech notes on your website or even a landing page. You’ll reach a wider audience than you did before, which translates for more opportunities to make sales.
Keep The Information Current | Custom Marketing Collateral
Collateral materials give sales representatives the resources they need to be effective in sales meetings. Marketing pieces also provide the tools they need to create appointments and follow up. Not having great, or even good collateral is a huge mistake in the sales process. Make it a habit to check and review your pieces often to be sure that your messages are still consistent. Maybe you could even adjust the content and improve the design. No matter how busy business gets, never, and we do mean never, forget to keep your materials current.