Marketing Collateral Design Explained | Seven Tips For Designing Marketing Collateral That Packs A Punch
Marketing Collateral Design Explained | Printed marketing collateral plays a vitally important role in many kinds of sales, but in the our digital age, it doesn’t always get the attention it truly deserves. The fact is that a strong, well written and professionally designed piece of printed collateral can make all the difference in a sale and to the overall success of your marketing campaign.
Your clients are buried under an avalanche of generic and boring print materials each day. How can you make sure your marketing collateral, direct mail, and stationery items stand out with simple design changes, no matter what your budget might be? By creating marketing materials that are purposeful, targeted and clear. If your materials aren’t helping your business increase sales, grow client base or raise brand awareness, they may be missing one of the following components of an effective piece.
Create A Style Guide | Marketing Collateral Design Explained
As a general practice, businesses both big and small provide consistent communication to their clients that show the company in a positive manner. This is why it’s crucial to have a style guide to ensure consistency across all your marketing collateral. It keeps everyone on the same page about how every element such as your fonts, logo, key graphics, slogans and brand-oriented words should be used. Consider developing variations of the same logo to fit on specific marketing pieces. For example, you might need a rectangular logo that fits on your envelope or business card or a mono and colour versions.
Clear Messaging Is Vital | Marketing Collateral Design Explained
The benefits of your services or products should be clearly outlined for your target audience. Don’t make them look for the information themselves. The messaging should also include an exact description of the product in language easily understood by your ideal client. In the world of marketing, “collateral” materials are used to educate and persuade clients, after all, so the messaging should be able to instantly answer the “What’s in it for me?” question.
Use Plenty Of White Space | Marketing Collateral Design Explained
Effective marketing collateral has to be easy to read and must grab the attention of your potential clients immediately. Having a balanced composition, well positioned and sized text, relevant and interesting images with plenty of white space surrounding them all help catch the potential client’s attention. We’ve all heard about the importance of using white space, but are you really using it the right way? Giving elements breathing room makes a world of difference. Spacing in between the lines is another very important element. Not too much, but not too tight either.
Use The Right Amount Of Graphics | Marketing Collateral Design Explained
Graphics can help dictate the flow of your content, and keep the attention of your audience on your materials. You’ve heard the expression “a picture is worth a thousand words” a million times. It’s especially true when it comes to marketing collateral. Commit to spending a few hours at the white board brainstorming different ways to illustrate your key messages and solutions graphically. Refine. Refine. Refine. It can make or break your entire communication.
Drive Them To Action | Marketing Collateral Design Explained
Tell them what you want them to do! Even though this may sound obvious, it’s worth mentioning. It’s vitally important to give your readers a clear call to action to make sure they take the action you want them to take. Calls to action such “call us now,” “visit our website today,” and “find out more” can all be effective as long as the relevant contact information is clearly featured on the marketing collateral. Provide a name, phone number, URL, or address for every call to action.
Integrate Physical With Digital Collateral | Marketing Collateral Design Explained
Businesses tend to forget that it can be a smart move to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes featured on physical media can help clients access your business’s digital side, which in turn gives another opportunity for them to do business with you. A good scenario would be a QR code that, when scanned, lets your potential clients view a video demonstration of a product or service. Business cards can’t tell the whole story, so giving customers a chance to learn more on-the-spot can increase response rate.
Make Sharing Easy | Marketing Collateral Design Explained
Referrals, social media sharing and anything else that you can think of to trick your audience into spreading the word about your business for you will expand your marketing efforts. All your content should be easy to access and share. In a click, a reader should be able to email your brochure to a colleague or tweet it out to the masses. You’ll reach a wider audience than you did before, which translates for more opportunities to make sales.