Marketing Collateral Ideas | Time To Update Your Marketing Collateral? 5 Vital Tips To Get It Right
Marketing Collateral Ideas | Just as your business must stay relevant, your marketing materials have to convey relevance as well. The fact is, marketing collateral that looks tired and outdated makes the impression that your business is outdated too. Having a great website is good, but do you have great marketing materials to match it? Are your logo and color scheme consistent throughout all of your materials, in print and digital?
Businesses create marketing materials for different reasons, but there are two goals that every print marketing piece is meant to achieve: Provide information and boost brand recognition. If someone were to look at your business card, brochure, and website, would they know they were all from the same company? Effective marketing collateral can be the difference between a near-sale and a loyal client for life. Here are six tips for designing marketing collateral or revising the content you already have so that it performs better.
Create A Style Guide | Marketing Collateral Ideas
You know you’re going to need business cards, brochures, maybe even booklets and signs. Working out the designs together, instead of taking them on one at a time, can have a drastically positive effect on your results. 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. Repeat design elements, colors and communication style across all of your marketing materials to reinforce the image of your brand. Your print marketing pieces should include your colors and your symbols.
Revise Your Current Materials | Marketing Collateral Ideas
Regardless of what you might think, 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. Remember to update statistics and dates. Nothing screams “I don’t care!” louder than a website, or a brochure containing a date from a previous year or two.
Contact Information | Marketing Collateral Ideas
You need to decide what are the critical pieces of information your collateral should convey, and design using the hierarchy of importance so that the important information is positioned obviously and accessibly, while less important information can be reduced in size and tucked away in a less obtrusive part of your collateral. Incorporating your business address, phone number, email address, fax number and any other ways of communication that you think are important into the design of your collateral will make it easy for clients to contact you.
Use The Right Amount Of Graphics | Marketing Collateral Ideas
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. Choose the graphic elements that best convey the essence of what you’re trying to sell, and what you’re attempting to achieve with the printed piece you’re designing. Don’t include graphics purely as design elements if they just distract from the message.
Integrate Physical With Digital Collateral | Marketing Collateral Ideas
Each print marketing piece is a chance to generate awareness and recognition of your brand. Coordinating your designs across all of your print marketing materials can go a long way towards reinforcing the perception of your brand and its message. Businesses tend to forget that it can be a good 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 buy from you.
The Right Paper Is Vital | Marketing Collateral Ideas
Kick it up a notch by really putting some thought into the different types of materials that will be used in your digital print project. A paper with a rich appearance and feel adds greatly to the ambiance of your end product. The paper on which business cards are printed tends to be thick card stock, while brochures are printed on thinner paper that is often coated. Each type of print marketing piece has its own unique features based on the print medium, so keep the materials in mind when designing your print collateral.