Marketing Collateral Design Guide | Who Said Print Was Dead? Tips For Creating Marketing Materials That Generate More Business
Marketing Collateral Design Guide | Although marketing budgets are seeing dollars shift toward online marketing and education-focused communications, traditional printed marketing collateral is far from being dead. In fact, it still has a very crucial role to play. Poor quality marketing collateral or trashy trinkets tell more about the business that the owners realize. In addition to being a waste of money, it sends out a very poor image and actually undermines the entire marketing effort.
Branding a small business is more than just choosing colors and having a logo designed. It is a coordinated effort to convey your brand’s values through every level of your business, from the workplace environment to the products that are sold and through the services that are offered. Not surprisingly, it also trickles to the print collateral used to grab the attention of potential clients. Successful marketing materials are purposeful, targeted and clear. If your materials aren’t helping your business increase sales, or grow the client base, they may be missing one of the following essential elements of an effective marketing collateral piece.
What’s Your Unique Selling Point? | Marketing Collateral Design Guide
The content you use throughout your marketing collateral has to be outlined long before you begin your next big marketing campaign. It will help you focus your marketing more effectively by preventing you from losing focus on the themes and types of content you want to promote. You need to be able to convey clearly why the client should choose to do business with you over all the other competitors. If you haven’t already figured out your unique selling point, the very fabric of your business that makes you different from all the rest, now is the time to get it done. This should be the first thing you do before anything else.
Tell Your Story Clearly And Simply | Marketing Collateral Design Guide
Make sure your message is clear. Use shorter sentences and paragraphs, and consider bullet-pointed lists of features and benefits for emphasis and clarity. Organize your content into bite-size pieces, use plenty of white space and incorporate eye catching design elements to guide your potential clients through the piece. Good design will create hierarchy and guide the readers through the content to the action you want them to take, so let the text rest overnight and then edit to weed out wordiness.
Invest In Good Photography | Marketing Collateral Design Guide
You’ve heard the expression “A picture is worth a thousand words” a million times. It’s still true. Try to spend a few hours at the white board brainstorming different ways to communicate and reinforce your key messages and solutions graphically. Strong, professionally done photography will set you apart from other small businesses in your particular niche. Your potential clients want to be reassured of the quality of your product or service, so think of good photography as an investment in your future.
Reinforce Your Brand | Marketing Collateral Design Guide
Trust is built through relationships; this trust translates to brand loyalty and awareness. It is therefore crucial that whatever channel you use, and there could be multiple channels, that your brand is constantly conveying a consistent message to your target audience. Repeat design elements, colors and communication style across all of your marketing materials to reinforce the image of your brand. Your print marketing pieces should include your colors and your symbols, and the fonts should match from the business cards to the brochures to the postcards (even your website!).
Make It Interactive | Marketing Collateral Design Guide
Things like web addresses and QR codes placed on physical media can help potential clients access your business’s digital side, which in turn gives another chance for them to get to know you and do business with you. Referrals, social media promotion and anything else that you can think of to trick your audience into promoting your business for you will expand your marketing efforts. You’ll reach a wider audience than you did before, which translates for more opportunities to make sales.
Print Design Affects All Senses | Marketing Collateral Design Guide
The biggest difference between digital and print marketing is that print designs go on to become real, physical objects, whereas digital media stay on the screen. Your audience can touch your print design, and the more senses you affect, the more effect your marketing collateral will have. Kick it up a notch by really putting some thought into the different types of materials that will be used in your print project. Adding texture to your design is as easy as picking a paper stock that feels high-quality, but you can take it a step further by using a textured stock or textured coatings in your finished product.