Marketing Collateral Explained | Design Better Collateral: 7 Tips To Create Marketing Collateral That Sell
Marketing Collateral Explained | In today’s overwhelmingly competitive marketplace, it has become more important than ever for small businesses to present a professional brand to stay competitive. How you tell your business story can be the difference between turning a lead into a new paying client or just a lost opportunity. Your collateral is a vitally important element in your marketing strategy, playing a critical role in communicating your products and services to both potential and existing clients.
Having a great website is great, but do you have effective marketing materials to match? When designing multiple marketing pieces, it’s important to define a collateral strategy that covers all materials, not just those printed. The strategy should be well defined, yet flexible enough to add new elements as the need arises. If someone were to look at your business card, brochure, and your website, would they know they were all from the same company?
Revise Your Current Materials | Marketing Collateral Explained
Regardless of what you may believe, your existing marketing materials have certain strong points. When was the last time you looked at your brochure with a critical eye? Or went through your sell-sheet copy? Assessed the contents of your kit folder? Make sure you analyze your existing materials. Do they have a consistent theme? Do they talk to the right audience? Do they use the right language and graphics? The simple elimination of the weak points that work to dissuade potential clients should be your goal, rather than creating entirely new content from scratch.
Create A Style Guide | Marketing Collateral Explained
It’s crucial to have a style guide to ensure consistency across all your marketing materials. It keeps everyone on the same page about how every element including your logo, imagery, fonts, slogans and brand-oriented words should be used. Repeat design elements, colors and communication style across all of your marketing materials to reinforce the image of your brand. Your printed marketing pieces should include the colors and the symbols found on your website and social media profiles. The repetition will help people immediately recognize your brand when they pick up one of your marketing pieces.
Develop Slightly Different Variations Of Your Logos | Marketing Collateral Explained
Each type of collateral has a different intended audience, which means that every type of collateral has a slightly different purpose. Your logo should stay relatively consistent across these pieces, but you should design alternative logos variations that fit the best on specific pieces of collateral. For example, you might need a rectangular logo that fits on your envelope or business card, or a black and white and color versions. Change it up a bit, give people visual cues that each print marketing piece you have offers different information.
Use Quality Base Materials | Marketing Collateral Explained
Whenever you’re presenting your brand to your target audience, you have to leave a professional and reputable impression. The type of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your potential clients 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 is economically feasible.
Integrate Print And Digital | Marketing Collateral Explained
Businesses tend to forget that it can be a smart idea to blur the line between physical and digital marketing collateral, but when investing in marketing collateral it can be a good idea to look for ways to unite and interconnect your print collateral and your digital marketing efforts. Broaden your client reach by including website addresses and QR codes on your print marketing and promotions to boost sales and brand recognition.
Use Great Graphics | Marketing Collateral Explained
A story is more than words. You can use pictures, graphs, tables, screen shots, pull quotes from clients − anything that will help visually tell your story, and emphasize your viewpoint and competitive advantage. If you want to grab the attention of your target audience, using just the right amount of graphics on your marketing collateral is a must. They help with the flow of your content as well as making everything easy to read and understand.
Step Through The Process Of How Your Materials Will Be Viewed | Marketing Collateral Explained
Designing effective marketing materials requires that you understand the thought process your potential clients go through when they view your content. Things like how your content flows, what grabs a viewer’s attention and how quickly your content can be read all work towards successfully selling your goods or services to a potential client. 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.