Marketing Collateral Advice | Market Or Perish! 5 Simple Tips For Designing Effective Marketing Collateral
Marketing Collateral Advice | You’ve spent tons of money on setting up a great website, so why do you need to spend more on printed marketing collateral? The answer is, because it helps to grow your business. Marketing collateral is often the first impression of your product or service and first impressions really count. It gives your potential clients an opportunity to hold something in their hands, get the latest news right from their mailbox, and view your product or idea on a poster in a public place.
Although marketing budgets are seeing dollars shift towards online marketing and education-focused communications, traditional printed marketing collateral isn’t dead just yet. In fact, it still has a very important role to play. Your potential clients don’t know what you can do for them unless you tell them. Tell your company’s unique story in well-designed marketing and advertising materials, from your business cards, brochures and other print collateral. To help you increase sales, here are our top tips for planning and designing marketing collateral that will help close the deal.
Print Is Still Effective | Marketing Collateral Advice
A paper with a rich appearance and feel adds greatly to the look and feel of your finished piece. Kick it up a notch by really putting some thought into the different types of materials and paper stocks that will be used for your marketing collateral. The paper on which business cards are printed tends to be thick card stock, while brochures are printed on thinner paper that is often coated, so make sure you choose the right paper for each collateral item. Your clients are a tactile group. No matter what the business, product or service, print literature, or collateral you create, the quality of paper will play a vital role in building and growing a profitable relationship with them.
Understand Your Target Audience | Marketing Collateral Advice
What questions will each marketing collateral item answer? Convey the problems you are solving in a clear and succinct way. Think about what type of person is most likely to be interested in what you have to offer. What defines that person? Consider their age, gender, ethnicity, occupation, and so on. What do they care about? Where would you find them? Know who they are and what they want. Your marketing collateral is an important investment. It stands as an advertising medium that lets you convey and establish a rapport with your audience, so make it count!
Successful Marketing Materials Are Purposeful And Clear | Marketing Collateral Advice
Once you’ve determined your target audience, define what you want them to do. Having specific goals for every marketing piece will help you get a return on your investment of time and money. You’ve seen them before. “Buy now!” “Learn more!” “Sign up today!” Calls-to-action get you to take action, to do things, go somewhere, click something, or call someone. Tell your readers what you want them to do! Solicit a strong call to action with a sense of urgency. Even though this sounds obvious and simple, it’s worth mentioning. It’s important to give your readers a clear call to action to make sure they are taking the action you want them to take.
Tell Your Story Clearly And Simply | Marketing Collateral Advice
Nobody wants to read a piece that feels like work, so make it easy on them. Organize your content into small pieces, use plenty of white space and include eye catching design elements to guide your potential clients through the piece. People are scanners. It’s vitally important to be able to hook them into your content strong visual design. This means high-impact graphics, killer headlines, bulleted copy and short paragraphs. Simplify the design, eliminate the jargon and establish clear takeaways. Good design will create hierarchy and guide the readers through the content to the action you want them to take.
Find The Right Fonts | Marketing Collateral Advice
Use a font that best conveys the nature of your brand and helps achieve your goal. For example, if you’re sending out a mailer to announce a big sale, use a font that’s big, bold, and direct. It’s often best to stick to the basic fonts – Times New Roman, Arial, Courier, Helvetica – to ensure readability. Don’t go too small, or you may find that some potential clients simply can’t read it! Too many fonts tend to confuse and distract the reader’s eye rather than focus it. Also, where possible, avoid underlines, boldfaces, italics, outlines, borders, stars, bars, and any other visual distractions. These cutesy elements only add clutter and distract your readers from your message.