Marketing Collateral Guidelines | Is Your Marketing Collateral Helping Or Hurting Your Business? 6 Design And Print Tips For Killer Collateral
Marketing Collateral Guidelines | When launching a business, many entrepreneurs are stumped when it comes to promoting their company in an affordable and effective way. Faced with unappealing options such as expensive ads in trade magazines, or PR contracts that may not guarantee any effective press coverage, business owners are usually left wondering how they are going to get the word out without wasting time or breaking the bank. Your success depends on how well you convey what you have to offer. This, in turn, may depend on how well you prepare your marketing collateral items, from brochures, newsletters, business cards, to letterheads, press releases, and other digital and print materials.
Poor quality marketing collateral can tell your potential clients more about you and your business than you think. Apart from being a waste of money, it conveys a very poor image and actually undermines the entire marketing effort. Keep in mind that your target audience is buried under an avalanche of conventional and uninteresting print materials every day. How can you make your marketing collateral and direct mail stand out with simple design changes, no matter the budget?
Understand Your Audience | Marketing Collateral Guidelines
And no, “everyone” cannot be your target audience. You likely have multiple target audiences: potential and past clients, business partners and vendors. Think about what type of person is most likely to fit into each of those categories. It is your job to come up with the right materials focusing on relevant content that your potential clients are looking for. What is it they want to hear about your business? What interests them the most? Once you’ve identified your target audience, define what you want them to do. Having specific goals for every marketing piece will ensure you are getting a return on your investment of time and money.
Create A Style Guide | Marketing Collateral Guidelines
Just how important is creating quality, consistent marketing materials? These pieces are the face of the business, so it’s vitally important that they not only look great and have flawless content – they also have to sends out consistent messages in order to be effective. So, it’s important to have a style guide to ensure consistency across all your marketing collateral items. It keeps everyone on the same page about how each element including your logo, key graphics, fonts, slogans and brand-oriented words should be used.
Colors And Images | Marketing Collateral Guidelines
If you want to grab the attention of your target audience then using the right colors and graphics on your marketing collateral is essential. They help with the flow of your content as well as making everything easy to read and understand. However, your marketing collateral materials should be made using a consistent palate of colors and images. You want to make sure that you are communicating a clear, consistent and compelling message, from your website, brochure and email newsletters to your print and billboard ads.
Update, Update, Update | Marketing Collateral Guidelines
After spending the time and money on your marketing collateral, you probably don’t want to do it again. However, it’s critical to keep all your marketing materials up to date. Make it a habit to check and review your pieces often to be sure that your messages are still consistent. 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 creating entirely new content from scratch.
Use Quality Base Materials | Marketing Collateral Guidelines
The stock of paper you use, how fast your website loads and even the quality of your 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 have to use the highest quality paper and printing that your budget will allow.
Integrate Physical With Digital Collateral | Marketing Collateral Guidelines
Entrepreneurs tend to forget that it can be a wise idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes featured on printed materials can help your potential clients access your business’s digital side, which in turn gives another opportunity for them to purchase from you. The bane of marketing to some, easily-tracked and useful tools to others, QR codes on business cards, for example, can take potential customers to an informational web page, mobile app download, coupon code, newsletter sign-up, or social media “like” page.