Personalized Marketing Collateral | 6 Tips Every Entrepreneur Needs To Know About Designing Effective Marketing Collateral
Personalized Marketing Collateral | Having an appealing website is great, but do you have effective marketing materials to match? If you want to build brand loyalty and your client base, then you can’t go past professionally designed marketing collateral to raise the profile of your business. Marketing collateral is basically any material used to help a business promote its products and services, or communicate with business associates and potential and existing clients. This includes everything from brochures and banners, to letterheads, business cards, direct mailers and more.
The benefits of printed marketing collateral shouldn’t be underestimated; it presents an opportunity for your potential clients to engage with your business on a tangible level and enables them to instantly get a sense of your brand’s style. The truth is, effective marketing collateral can mean the difference between a near-sale and a loyal client for life. Here are some of the most important tips for designing market collateral or revising the one you already have so that it performs better.
Print Is Still Effective | Personalized Marketing Collateral
Using quality paper stock for your marketing collateral can help convey a sense of credibility for your business. Your clients are a tactile group, and they will definitely notice small details such as high-quality paper and special finishes, like embossing, which can be enough to boost the perception of your business in the mind of a potential client. High quality marketing collateral will play a crucial role in starting, sustaining and growing a profitable relationship with them, but it will also extend, assure, confirm, validate, and reinforce your message.
Create A Style Guide | Personalized Marketing Collateral
It’s vitally important you create a style guide to ensure consistency across all your marketing collateral materials. A style guide enables you to outline your branded elements, which include your logo and any key graphics, your fronts, key phrases and brand-oriented words. It also keeps everyone on the same page about how each element like the logo, fonts, and slogans should be used. Matching colors to your logo, and using them throughout your marketing materials, for example, is a great idea to create a professional image and ensure brand consistency.
Be Concise And Get To The Point! | Personalized Marketing Collateral
Remember that any text featured on your stationery should be in fonts and colors that are easy to read. Pages filled with endless walls of text will only frustrate your potential clients. Break up the copy with imagery, cartoons, illustrations, charts, and so on. Avoid a crowded look, despite the temptation to make use of every inch of the paper you are paying for. A busy design can distract your readers from noticing important details, so remember to include plenty of white space to help your message stand out.
Have Variations Of Your Logo | Personalized Marketing Collateral
Your business logo should be instantly recognizable, but remember that each type of marketing collateral may have different requirements. Develop variations of the same logo to fit on specific marketing pieces. For example, you might need a rectangular logo that fits in line with on an envelope or in the header of a letter, or a black and white version for faxed documents. If you have a style guide set in place, then creating these alternate and more effective versions of your business’s logo will be easier.
Include Relevant Contact Information | Personalized Marketing Collateral
If you want your business stationery to be effective, then you need to include your contact information, such as your company name and address, phone numbers, email, fax and any other information you think is important for your existing and potential clients to know. Business owners tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. Broaden your reach by including website addresses and QR codes on your marketing collateral to introduce clients to your digital side as well.
Use Great Graphics | Personalized Marketing Collateral
If you want to grab the attention of your target audience then 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. However, you have to make sure that any images you use are appropriate to your message and your brand! You only get one shot at a first impression – make it a good one!