Marketing Collateral Design Secrets | How To Win At Marketing: Tips For Designing More Effective Marketing Collateral
Marketing Collateral Design Secrets | Marketing collateral is often the first impression that potential clients have of a business, so leaving the best impression possible is absolutely vital. Keep in mind that companies are often judged based on the relevancy, consistency and overall quality of the materials that they send out to potential clients. Collateral advertising pieces often require you to include a lot of information in a small space. Add to that a potential client who won’t give the ad much of his or her time, and it’s easy to see why the design of your collateral is vitally important.
Although marketing budgets are seeing dollars shift toward social networks and other online strategies, traditional marketing collateral isn’t dead. In fact, it still has a very important role to play. Effective marketing collateral can meant the difference between a near-sale and a loyal client for life. Here are our top tips for designing market collateral or revising the content you already have so that it performs better.
Make Marketing Collateral A Main Focus Of Your Marketing Strategy | Marketing Collateral Design Secrets
What do you want your potential clients to know about your business? Is the goal of your collateral to establish your brand or highlight a product or service? The content you use for marketing collateral has to be defined 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. Start by identifying three to four vital issues for every audience/industry you’re targeting. Research indicates (and our experience confirms) that buyers respond to content that discusses their challenges and pains—not your product.
Use Quality Base Materials | Marketing Collateral Design Secrets
The sort of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your target audiences respond to your marketing collateral. You want your business to appear professional and reputable, which means that you need to have the highest quality paper and printing that you can afford. Poor quality marketing collateral or cheap paper will tell your potential clients more than you realize. In addition to being a waste of money, it portrays a very poor image and actually undermines the entire marketing effort.
Plan Projects Simultaneously | Marketing Collateral Design Secrets
A style guide is another way of sorting out the different elements that make up your collateral. It enables you to outline your theme elements, which includes your logo and any key graphics, your fronts, key phrases and brand-oriented words. You know you’re going to need business cards, brochures, maybe even booklets and signs. Working out the designs together, instead of taking them on one at a time, can have an incredibly positive effect on your results. Making sure that your existing and potential clients recognize your company is part of your branding strategy and the overall goal when designing your stationery, and keeping all your materials consistent is the best way to ensure recognizability.
Using Words Effectively | Marketing Collateral Design Secrets
As a rule of thumb, keep your writing simple and clear. When you’re writing about something you know well, it’s easy to get carried away. 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. Every piece of marketing collateral should have a simple and concise message that communicates a certain meaning to clients. By extension, you also have to organize your message in a way that makes sense to the recipient. Simplify the design, eliminate the jargon and establish clear takeaways. Check your spelling and grammar are correct. Get someone else to proofread as it’s almost impossible to spot your own mistakes.
Pay Attention To Typography | Marketing Collateral Design Secrets
Make sure you use a good font which makes your copy easy to read. Use a font that best expresses the tone of your brochure. For example, if you’re sending out a mailer to announce a big sale, use a font that’s big, bold, and direct. A key consideration is serif versus sans serif fonts. As a basic rule, use serif for body text in printed marketing collateral. Online, there’s a trend toward sans serif because of the lower resolution. Don’t use more than two or three different fonts. Numerous typefaces tend to confuse and distract the reader’s eye rather than focus it.