Marketing Collateral Expert Tips | How To Design Marketing Collateral For Your Photography Business That Actually Boosts Your Marketing Efforts
Marketing Collateral Expert Tips | In our previous post we discussed some of the most effective, yet budget-friendly marketing strategies for photographers. We didn’t, however, delve too deep into the topic of marketing collateral. Marketing collateral is defined as a set of materials created to support the marketing efforts, and it covers both printed and digital materials. Needless to say, whichever marketing strategy you utilize, you will need the appropriate collateral to support it!
The benefits of well-designed marketing collateral are practically endless; it presents an opportunity for your potential clients to engage with your business on a tangible level, find out more about the services and products you’re providing, and allows them to instantly get a sense of what your brand is all about! So, to help you complete your marketing strategy, we gathered our favorite design tips that will allow you to create marketing collateral that works for you! Read on to find out more!
Go Through Your Existing Materials | Marketing Collateral Expert Tips
If you’re not just starting out, chances are that you already have some marketing materials lying around, so make sure you go through everything and take a look at what can be updated, what worked before and needs to be kept, and what needs to be replaced. This way you’ll be able not only to save quite a lot of time, but you’ll also maintain the consistency throughout the different versions of your materials. You want your materials to grow and evolve as your business grows, so make sure you check out your collateral every now and then to make sure it’s up to date and that it conveys your current offerings.
Convey The Nature Of Your Brand | Marketing Collateral Expert Tips
One of the most important things you’ll need to take care of is consistency. You want your marketing collateral items to be a cohesive ecosystem, that they support each other, and that they all look, feel, and sound from the same source. If a potential client was to lay down your business card, brochure, thank you note, and your letterhead, for example, it should be obvious they all represent your photography business. This can be achieved with a simple tool – branding style guide!
Whenever we design a logo for a client, we create branding guidelines for them as well – a short document listing all the colors, shapes and fonts we used in their new logo. So, when the time comes for them to design their marketing collateral, they already have a pretty good idea which colors, fonts and other brand elements they need to use to ensure consistency, even if they decide to hire a designer who’s not too familiar with their brand. The goal is to create a common thread that links all your marketing collateral, which will boost brand exposure and turn it into a memorable visual experience.
Stay True To Your Standards | Marketing Collateral Expert Tips
There are many cheap templates you can find online, but that doesn’t mean you will be doing yourself a favor. Most of these templates have all the telltale signs of amateur design. If you decide to cut corners on your marketing collateral, what will that say about the quality of the services and products you’re providing? Remember, your marketing collateral will oftentimes be the first contact a potential client has with your business, long before they check out your portfolio website, so make sure the impression it makes is favorable and long-lasting.
Know Your Goals | Marketing Collateral Expert Tips
Each photography business and its goals are different, so there’s no universal marketing collateral package you can order, have printed and call it a day. You’re more likely to end up with tons of materials lying around your office this way. Instead, you need to take a look at your marketing plan and determine which items you need to get the most out of your efforts. Even though there are certain items such as business cards and letterheads pretty much every photographer needs, there are other items, such as flyers, brochures, and even posters that not everyone will need, so customize the package and make sure it meets all your needs!
Keep The Digital Side In Mind As Well | Marketing Collateral Expert Tips
Just because printed materials have been around for a long time, it doesn’t mean there’s nothing you can do to bring your printed materials into the 21st century and give it that extra punch. Adding a QR code to your marketing collateral is a neat way to turn your materials into an immersive experience that can take the potential client to your website after they scan the code, or even add your contact details to their phones automatically. The best thing about QR codes is that they can be customized to match your brand, so they can fit into pretty much any design.
If you don’t really like the look and feel of QR codes, you can consider adding a near field communication (NFC) chip. Many smartphones support NFC nowadays, and they can do pretty much everything a QR code can, but they can be actually incorporated into the business card, for example. Your potential clients won’t have to do anything other than tap the business card on their phones and the preprogrammed action will start. It’s not only practical, but it will definitely grab the attention of a potential client.