Photography Marketing Collateral Design | The Ins And Outs Of Effective Marketing Collateral That Will Boost Your Photography Business
Photography Marketing Collateral Design | No matter what you might have heard, print’s not dead! Even though we live in a digital age where you can do pretty much everything online, there’s still so much left to be said about printed materials and their effectiveness. Sure, you can reach you potential and existing clients in a second by emailing them, but there’s a certain sense of closeness that gets lost in emails and that only printed materials can provide. However, not all printed materials are created equal! Sending a potential client a letter on a sheet of regular office paper and sending it on a sheet of paper with a personalized letterhead and in a branded envelope will help you stand out and add that extra punch to your message.
When used right, effective marketing collateral will not only familiarize your potential and existing clients with your services and products, but will also boost your brand and turn clients into loyal brand advocates. And the good news is that photography marketing collateral design doesn’t have to be expensive or time-consuming in order to be effective. If you’re just starting out and you’re considering building a marketing collateral package for your photography startup, or you’ve been in the industry for some time now and you want to boost the effectiveness of the items you already have, these simple tips will get you started on the right track.
What Is Marketing Collateral? | Photography Marketing Collateral Design
Before we dive right into the design tips, let’s take a look at what marketing collateral actually is. Marketing collateral is considered the collection of media used to support the sales of a product or service. It can be in the form of white papers, newsletters, follow-up mail, PowerPoint presentations, brochures, blogs, and more – essentially, everything used to boost your sales can be considered marketing collateral. And while marketing collateral spans across various materials and media both online and off, we’ll focus on printed ones today.
Create A Package That Compliments Your Marketing Strategy | Photography Marketing Collateral Design
It doesn’t mean you should blow your entire budget on marketing collateral, just because the selection of materials available cover pretty much everything from business cards to email templates. The goal is to create a package that will boost your marketing strategy, so if you’re not a wedding or event photographer, there’s no point in having a template for timetables. Take some time to think about the items that will work for your marketing strategy, otherwise you might end up with hundreds of collateral items lying useless around your office.
Convey Your Visual Identity | Photography Marketing Collateral Design
In order to build a solid brand, you need to make sure all of your materials look, feel and sound like they came from the same source, and in order to ensure visual consistency, you’ll need to define your brand’s style guidelines. This document should cover everything from your brand’s colors, fonts, graphics, and even brand-oriented words, so even if you have to add new collateral items later on, or hire a professional to do the design, you’ll have everything in one place, and the only thing you’ll need to sort out is the actual content.
Expect The Unexpected | Photography Marketing Collateral Design
In addition to your brand’s colors and fonts, you’ll also want to prepare different variations of your logo. Considering it’s the face of your business, it will be featured on pretty much every piece of paper that leaves your office and it will be used on various materials, some of which will have considerable restrictions. For example, you’ll want to prepare a black and white version of the logo, as well as different layouts. If your logo consists of a graphic and the name of your business below the graphic, you’ll want to prepare a version with the graphic beside the name of your photography business.
Keep It Simple | Photography Marketing Collateral Design
Each item you design will have a particular purpose – whether to provide your potential clients with just your contact details or delve deeper into each service you’re providing. It’s important to remember that marketing collateral is a communication tool used to deliver your message, so your message needs to stand out, not the design. In other words, you don’t want the design of your stationery to detract from the impact of your message. Instead, effective marketing collateral is easy to read and allows your message to take the center stage where it belongs.
Include A Call To Action | Photography Marketing Collateral Design
You will use your marketing collateral to communicate a message to the recipient, but you also want them to complete an action after receiving the message, so tell them what you want them to do next. Keep in mind, though, that prompts such “call us now,” “visit our website today,” and “find out more” can be effective only as long as the relevant contact information is included, so make sure your email address, phone number, website, any other relevant details are clearly featured.
Use Quality Materials | Photography Marketing Collateral Design
The paper stock you use for your marketing collateral can make or break your first impression, yet you’d be amazed just how many photographers focus on creating a stunning design, only to print it on the cheapest paper available. Thicker paper will appear more luxurious and it will leave an impression of a reliable and successful business. Think about it – if you hand out a business card that gets dented or torn easily, what will that say about the quality of the services and products you’re providing? You want to appear professional and reputable, which means that you need to have the highest quality paper and printing your budget allows.