Effective Marketing Collateral | Make The Most Of Your Printed Marketing Collateral: Practical Tips To Brand Your Business
Effective Marketing Collateral | Building a small business brand isn’t just about choosing colors and creating a logo. It is a coordinated effort to convey your brand’s values through every aspect of your business, from your office, website and social media profiles, to the products that you have to offer. Not surprisingly, it also trickles to the printed marketing collateral used to attract clients. If you have a sales or marketing strategy based on marketing collateral, have you thought of ways you can boost the entire process and get better business results?
When it comes to designing business cards, a website, brochures, signs, and all the other marketing materials that promoting a new business requires, many small business owners end up with a package of random-looking stuff. If someone were to look at your business card, brochure, and website, would they know they were all from the same company? As you design your marketing collateral and create a plan for your campaign, keep these effective, yet simple tips in mind for best results.
What Is Your Goal? | Effective Marketing Collateral
Just as every campaign has a goal, so too should individual pieces of printed collateral. By identifying these goals at the beginning, business owners can design their custom collateral around this goal. The first step in the design process is to determine what your goals are and the audience you are trying to appeal to. Make sure you know who your piece is aimed at. Start with basic demographics like age, gender, level of education, even ethnicity and language. This will affect everything from the messages you create, how technical or simple your text will be written, which selling points you will emphasize, to the images you are going to use.
Plan Multiple Projects Together | Effective Marketing Collateral
You should not simply throw together any old business card design, send it off to the printers, and then think about all of your other marketing materials later. Bear in mind that all your printed collateral items have to send a clear, compelling message that aligns with your brand promise. This is why it’s vitally important to make sure every piece of your collateral stays consistent in terms of style, tone, voice and visuals. A style guide enables you to define your theme elements, which includes your logo and any key graphics, your fronts, key phrases and brand-oriented words.
Repeat, Repeat, Repeat | Effective Marketing Collateral
Repeat design elements, graphics, colors and communication style across all of your marketing materials to boost the image of your brand. Your print marketing pieces should also include your brand colors and your symbols. The fonts should match from the business cards to the brochures and even your website. This doesn’t mean your website has to be a blown-up version of your business card, but some elements should carry over in order to make it clear that they both come from the same company.
Using Words Effectively | Effective Marketing Collateral
As a rule of thumb, keep writing simple and concise. When you’re writing about something you know well, it’s easy to get into nitty-gritty details and complicate your copy. This means high-impact graphics, compelling headlines, bulletined copy and short paragraphs. Simplify the design, get rid of the jargon and emphasize clear takeaways. The perfect collateral will grab the attention of your potential clients and encourage them to read the entire message, while poorly written content will cause clients to pass over content without so much as a second glance.
Use The Right Amount Of Graphics | Effective Marketing Collateral
You’ve heard the expression “A picture is worth a thousand words” a million times. The thing is, it’s true. Images can help dictate the flow of your content, and keep the attention of your readers on your materials. There is a certain balance of graphics that has to be achieved in order to effectively do this. Commit to spending a few hours at the white board thinking about different ways to illustrate your crucial messages and solutions graphically.
Paper Stock, Quality And Finishing | Effective Marketing Collateral
The paper stock you choose, 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 have to have the highest quality paper and printing that fits your budget. A paper with a rich appearance and feel adds greatly to the effectiveness of your printed collateral items.