Marketing Collateral Essentials | The Art Of Marketing: Tips On Collateral Development
Marketing Collateral Essentials | Marketing collateral can help boost your business, and it can be the difference between a near-sale and a loyal client for life. Small business marketing strategies may utilize many diverse venues: printed materials, TV, radio and yellow page ads, your website, and even trade show exhibits — all of the ways by which your business promotes the benefits of its products and services. However, all of your printed materials should be designed to complement and reinforce your business in a consistent and appealing way.
Marketing collateral is defined as “the collection of media used to support the sales of a product or service.” Whether online or in print, these tools serve three critical roles in promoting a business: they tell your company’s story, they help establish your brand, and they assist you in moving potential clients through the sales cycle. Whether you have already built an effective brand and are simply looking to have some marketing collateral built, or you are starting from the beginning, these design tips will help you get started in no time.
What’s Your Story | Marketing Collateral Essentials
To stay competitive, you have to provide information about your company to employees, investors, existing and potential clients, media, and the general public on a regular basis. Your business success depends on how well you convey what you have to offer. Every piece of marketing collateral should have a clear message that communicates a certain meaning to potential clients. For example, a business focusing on wedding photography should take note of what their selling points are. This will enable them to reiterate these points with different collateral, such as the content that they use on their website.
Create A Style Guide | Marketing Collateral Essentials
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, and which you’re going to use throughout all of your marketing material. In this step of the process, the use of imagery, text and other elements is crucial. The perfect collateral will grab the attention of potential clients and encourage them to read the entire message.
Make It Easy To Access And Share | Marketing Collateral Essentials
Business owners tend to forget that it can be a smart idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical media can help clients access your business’s digital side, which in turn gives another chance for them to hire you. It’s a social world. You may have heard. All your content should be simple to access and share. In a click, a reader should be able to email your brochure to a friend or tweet it out to their followers. You’ll reach a wider audience than you did before, which means more opportunities to make sales. Make it simple and rewarding for your target audience to share your marketing collateral with other people.
Using Images | Marketing Collateral Essentials
Graphics can help dictate the flow of your content, and keep the attention of your audience on your materials. There is a certain balance of graphics that has to be achieved in order to effectively do this. What kind of images will have maximum effect? If you’re promoting a physical product, images of that product are a given, but they’re only the start. Choose the graphic element that best conveys the essence of what you’re trying to sell, and what you’re attempting to achieving with the printed piece you’re designing. Don’t include graphics purely as design elements if they just distract from the message. Charts and diagrams make heavy information easier to understand, while infographics are a newer way to achieve the same thing.
Use Quality Base Materials | Marketing Collateral Essentials
The type of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your audiences respond to your marketing collateral. You want your company to appear professional and reputable, which means that you have to have the highest quality paper and printing possible. A paper with a rich appearance and feel adds greatly to the ambiance of your finished piece. Supermarket catalogs offering price-based deals are on low-quality paper to appeal to the cost-conscious. At the other end of the scale, Taylor’s used hand-torn paper to convey the luxury element of their offer.