Essential Marketing Collateral Ideas | The Secrets Behind Marketing Collateral That SELLS!
Essential Marketing Collateral Ideas | Marketing collateral is defined as the collection of media used to support the sales of a product or service. In our digital age, it’s safe to say that marketing collateral spans across more items that it did a few years ago, from your business cards and brochures to your website. While the form might have changed, the end-goal is still pretty much the same – to inform, educate, and entertain your potential clients.
Designing marketing collateral can be a great opportunity to let the creative juices flow, but there are certain things you need to keep in mind to ensure the collateral you design is actually effective. Coming up with an immersive design is vital, but you’ll want to make sure it actually matches your other branded elements and communicates your message clearly and effectively. This isn’t the place where you can afford to cut corners: your marketing collateral will be the first opportunity for your potential clients to engage with your business and get a sense of what you and your business are all about.
Go Through Your Existing Materials | Essential Marketing Collateral Ideas
If you’re not just launching your business for the very first time, chances are there are marketing collateral items lying around your office, whether it’s brochures, flyers, or business cards. It’s a good idea to go through all the materials you already have and check for elements that can be carried over to your new collateral design, instead of designing new collateral from scratch. This will not only make your job a lot easier, but it will also ensure consistency throughout your materials.
Define A Style Guide | Essential Marketing Collateral Ideas
Creating a style guide is important for any business, regardless of the size, but it’s especially important to ensure consistency if you have more employees handling your marketing and branding campaigns. A style guide will essentially keep everyone on the same page when it comes to the way you use your logo, the fonts and colors, as well as key graphics and brand-oriented words. At the end of the day, if someone laid it on a desk, all your marketing collateral should look and feel like it came to from the same source, and a style guide is the easiest way to ensure just that.
Have A Versatile Logo Professionally Designed For Your Business | Essential Marketing Collateral Ideas
We’ve been designing logos for small business owners just like you for years now, and we make sure the logos we create are versatile enough to be scaled to any size without affecting the quality. We also prepare different versions for our clients so they’re prepared for anything a marketing campaign might bring. Your business should be the same – you’ll need variations of your logo, from a single-color version, to a gray scale version that is just as effective as your full-color logo. Your logo will be used on various materials and platforms throughout its life cycle, and it needs to be versatile enough to fit any and all of them.
Don’t Cut Corners | Essential Marketing Collateral Ideas
When it comes to your marketing collateral, the paper quality is just as important as the quality of the design itself. No one likes a limp handshake, so why should anyone like a limp brochure or business card? The last thing you need from your print collateral is to get easily torn or dented, so you need to use the best paper your budget allows, to make sure you leave a memorable impression on your clients the moment they feel the paper you used in their hands.
Bridge Print And Digital | Essential Marketing Collateral Ideas
Marketing collateral is far from being dead – the benefits it brings are varied even in our digital age. That, however, doesn’t mean it hasn’t changed in the last few years. Thanks to technological advancements, you can do more with your marketing collateral than people even imagined just 10-15 years ago.
To bring your marketing collateral into the 21st century, consider including not only your website’s URL, but also a QR code in your design. When scanned, QR codes can take your potential clients to your website, or automatically add your contact details into their smartphones. Another great thing about QR codes is that they can be customized to perfectly match the rest of your branded materials, so they’ll make a neat, yet powerful addition to your collateral design.
Focus On Readability | Essential Marketing Collateral Ideas
While standing out is one of your ultimate goals, you need to make sure it’s for all the right reasons. For example, you might have the most appealing brochure, but if the fonts you used are too complex to be comfortably read, or too small to be read without a magnifying glass, it will be a wasted investment on the whole. Another thing you need to keep in mind when it comes to readability is the font color – make sure you’re using dark fonts on a white background, as this will make reading a lot easier. At the end of the day, your marketing collateral is a delivering mechanism for your message, so make sure your potential clients can read everything.
Calls To Action Aren’t Optional | Essential Marketing Collateral Ideas
Every piece of marketing collateral should be created with a clear goal, and to make sure it actually accomplishes the goal, you’ll need to tell your potential clients what it is that you expect them to do. Tell them what the next step is, whether it’s calling you to schedule a session, visiting your store, or subscribing to your newsletter.