Marketing Collateral Guide | Print Marketing Is Far From Being Dead. You’re Just Using It Wrong!
Marketing Collateral Guide | If you want to build brand loyalty and grow your client base, then you can’t go past printed marketing collateral to raise awareness. Although marketing budgets are seeing dollars shift toward thought-leadership and education-focused communications, traditional printed marketing collateral is far from being dead. In fact, it still has a very critical role to play. Truth of the matter is that marketing collateral drives your business, and in order to unleash its full potential, make sure it familiarizes your target audience with your products, while promoting the services you’re providing and the goals that your company has.
The benefits of printed marketing collateral are endless; it’s a great opportunity for your potential clients to engage with your business on a tangible level and enables them to instantly get a sense of the nature of your business. Effective marketing collateral can be the difference between a near-sale and a loyal client for life. Here are some of the most effective tips for designing market collateral or revising the content you already have so that it performs better.
Revise Your Current Materials | Marketing Collateral Guide
You probably already have brochures, flyers, one-sheets, and lengthier pieces of material stored somewhere in your office that you used to promote your products and services. But what if you could get more mileage out of those pieces? Regardless of what you may believe, your existing marketing materials have certain strong points. The simple elimination of the weak points that work to dissuade readers should be your goal, rather than revising and designing entirely new content from scratch.
Create A Style Guide | Marketing Collateral Guide
Keep in mind that all print collateral should send a focused, consistent, compelling message that matches your brand promise. Therefore, it’s vitally important to make sure every piece of collateral stays consistent in terms of style, tone, voice and visuals. A style guide is a great way of sorting out the various elements that make up your collateral. It enables you to determine your theme elements, which includes your logo and any key graphics, your fronts, key phrases and brand-oriented words.
Integrate Physical With Digital Collateral | Marketing Collateral Guide
Entrepreneurs tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. A good scenario would be a QR code on a business card or a brochure that, when scanned, lets clients watch a video demonstration of a product or service. Brochures can’t tell the whole story, so giving your potential clients a chance to learn more on-the-spot can improve response rate. Add in a discount for scanning, and your brochure can become a powerful interactive sales tool.
Social Calls To Action Can Boost Your Exposure | Marketing Collateral Guide
Referrals, social media exposure and anything else that you can think of to draw your clients into promoting your business for you will benefit your marketing efforts. Ask your existing clients to “like” or “follow” you on your Facebook, Twitter, Instagram, and other social networks; then, reward them with an incentive such as a discount coupon, special access to useful features, or some other valuable offer that motivates response. You’ll reach a wider audience than you did before, which turns into more opportunities to make sales.
Go For Quality | Marketing Collateral Guide
Whenever you’re presenting your brand to your target audience, you have to appear professional and reputable. Go for the best quality your budget allows, whether you’re investing in the type of paper you use or the quality of video on your website or social media channels – as this all determine just how well your potential clients respond to your marketing collateral. If this seems too expensive to maintain in the short term, then think about taking advantage of things like the economics of scale by printing your materials in bulk.
Develop Slightly Different Variations Of Your Logos | Marketing Collateral Guide
Your logo should stay relatively consistent across your marketing materials, but you should develop alternative logos that fit the best on particular pieces of marketing collateral. For example, you might need a square logo that fits in line with on an envelope or in the header of a letter. If you have a style guide set in place, then making these alternate and more effective versions of your business’s logo will be easier.