Photography Marketing Collateral Essentials | 5 Design Tips To Jazz Up Your Marketing Collateral
Photography Marketing Collateral Essentials | Photography industry is becoming increasingly saturated, with new photographers jumping on the bandwagon and starting their businesses each day. The great news is that the equipment is more affordable and user-friendly than ever before, so if you’re passionate about the art of photography, there’s not much standing between you and your dream of turning pro. The bad news, however, is that the competition has never been greater, which means you need to bring your A game if you’re hoping to stand out from the crowd.
This doesn’t mean you should give up on your dream and stick with your dull day job – it simply means you need a solid game plan, the right tools, and a pinch of creativity. The good news is that there’s an endless stream of tools photographers can use, so you’ll definitely want to check your options. One of the tools you can’t afford to overlook is marketing collateral. To help you ensure you get the most out of your investment, we put together a list of things to keep in mind when considering putting together a marketing collateral package. Let’s dive right in!
What Is Marketing Collateral? | Photography Marketing Collateral Essentials
Marketing collateral is often defined as the media used to support the sales of a product or service, but that definition fails to convey the vast range of choices business owners have when it comes to putting together their marketing collateral package. Unlike what many design agencies would have you believe, you don’t need every items they’re providing, so take some time to think about the items you’ll need. While most business owners will want to include business cards, brochures, fliers, and even than you notes, not every photographer would benefit from company fact sheets.
Print Is No Longer Be All End All Of Marketing | Photography Marketing Collateral Essentials
Investing in business cards, brochures, press releases and testimonial sheets, among other things, is important, but keep in mind that things changed quite a lot in the last ten years or so, so now marketing collateral also includes digital tools such as your website, newsletters, featured social media posts, and online ads. Not only that, but you can also create a link between your printed and digital tools. For example, you can include a QR code on your brochure that takes the potential clients to your website, or your newsletter subscription form.
The great thing about QR codes is that they can be customized to match your visual identity, and they can easily be scanned using a smartphone, instantly taking potential clients to the next stage of the sales funnel and helping them take the desired action. If you don’t want to include a QR, you can always consider including a near field communication (also known as NFC) chip. It can be embedded into many marketing collateral items and activated by tapping a NFC-enabled phone against the designated area on your collateral without affecting the design itself.
Showcase Your Creativity | Photography Marketing Collateral Essentials
The truth of the matter is that we’re all buried under an avalanche of marketing collateral, and our brains have learned to filter most of the sales messages out. In other words, when putting together your marketing collateral, you need to make sure it stands out from even the largest pile. This is why you’ll want to avoid using cheap templates. These are usually designed by amateurs or complete beginners, so they have all the telltale signs of cheap design. Think about it: what message will this send to your potential clients about your brand?
Even if you’re lucky enough to stumble upon a decent template, chances are it’s already being used by many other business owners, some even in your own area or niche. At the end of the day, you’re a part of an incredibly creative industry and every aspect of your business needs to convey that – especially your marketing collateral, since it will oftentimes be the very first contact a potential client has with you and your business.
Simple Is Better | Photography Marketing Collateral Essentials
Coming up with a unique design is important if you’re hoping to put together marketing collateral that stands out, but don’t do it at the expense of functionality. What inexperienced designers will do to ensure uniqueness is keep adding unnecessary design elements and cheesy special effects to make the collateral pop – however, what cluttered design does is overshadow the content – and the content is the reason why you’re sending out collateral in the first place. On the other hand, by keeping the design simple, you’ll ensure the content is front and center, where it belongs!
Invest In High-Quality Paper | Photography Marketing Collateral Essentials
While not technically speaking a design tip, you’ll definitely want to make sure you invest in high-quality paper for every collateral item you print, from your business cards to your brochures, because no matter how unique and effective the design is, your marketing collateral will never leave an impression good enough if it’s printed on paper that gets torn or dented easily. Remember, thicker paper tends to feel more high-end and luxurious, which will help you leave an impression of a reliable and established business. Low quality paper, on the other hand, will leave an impression that you don’t care about anything other than money, let alone quality.