Photography Marketing Collateral Guide | Creative Ways To Jazz Up Your Marketing Collateral And Grow Your Photo Biz
Photography Marketing Collateral Guide | Whether you’re just starting out in the industry, or you’ve been around for some time now and you’re looking for ways to grow your client base and book more gigs, marketing collateral is definitely something you’ll consider at one point or another – and for good reason! Marketing collateral has been around for decades, and instead of being replaced by modern technology, it evolved and grew with it. As a result, a marketing collateral that was effective 2-5 years ago could be totally useless today.
This is where many photographers go wrong – as soon as their marketing collateral stops bringing in the results they were used to, they think marketing collateral in general is a relic of an ancient era and they stop using it, missing an incredibly important business opportunity. In fact, if you’re serious about your photography business, you’ll definitely want to consider investing in effective marketing collateral. To help you get started on the right track and put together a packet that takes your business to the next level, we’ll share our all-time favorite tips and hacks we use whenever we’re coming up with a collateral packet for a client.
Not All Marketing Collateral Is Created Equal | Photography Marketing Collateral Guide
Marketing collateral is defined as a collection of materials and media used to spread awareness and boost sales. This covers everything from your flyers to social media sponsored ads, and for each item there’s a vast collection of templates and other cheap solutions that will end up costing you way more than you think! These templates are cheap for a reason – they’re mostly designed by amateurs or beginners trying to earn a buck on the side, and they have all the telltale signs of cheap design.
Now, don’t get us wrong here – we don’t have anything against templates, but considering all drawbacks, you’ll definitely want to avoid them whenever possible. Even if you do stumble upon a decent template, chances are it’s already being used by many other businesses, some even in your area or your particular niche. Think about it: how is your brochure supposed to stand out on a rack if it looks just like the brochure next to it? You’re a part of an incredibly creative industry, and every aspect of your business needs to showcase that – especially your marketing collateral.
Represent Your Brand | Photography Marketing Collateral Guide
The main purpose of your marketing collateral is to deliver your message to potential and existing clients, sure, but it can also do much more than that: it can boost brand awareness and help you turn your brand into a unique, memorable visual experience. This is best achieved by consistently applying your brand’s style guidelines throughout your materials, including your marketing collateral. If you don’t have branding guidelines sorted out, you’ll definitely want to take care of that first, otherwise keeping everything consistent will be quite a challenge.
Whenever we design a logo for a client, we put together a short document, and we define all the colors we used for the logo, as well as the fonts and style of graphics. We even put together a small inspiration board. This helps our clients use the same color scheme throughout their materials, as well as the same fonts, and maintain the same look and feel. Your goal, in other words, is to put together a packet of marketing collateral items that will look and feel like they came from the same source, even if someone were to lay down each of them next to each other on a desk.
Don’t Overdo It | Photography Marketing Collateral Guide
Your goal is to come up with a marketing collateral packet that will stand out from the pile, grab the attention of your potential clients, and represent your brand! Sounds like a lot, right? This is why leaving it to a professional designer is the best option, as most inexperienced designers and amateurs will keep adding unnecessary design elements till they’re sure the design is 100% unique. This kind of a design will end up overshadowing the content and overwhelming the reader.
Your goal should be a simple design that will push the content front and center, where it belongs. And no, simple isn’t a euphemism for boring – instead, limit the number of colors you use to 3-4 max, as well as the fonts, because the human eye finds it difficult to read multiple fonts at the same time, especially longer chunks of text. And remember, leave plenty of white, or blank, space, especially around the important content, because it helps organize the content and break larger sections into more digestible chunks.
Pay Special Attention To Each Item | Photography Marketing Collateral Guide
Don’t create a ton of content and cram it into the design of each item – instead, think of the main purpose of each item and put together the content that will not only fit the size and the design of the item, but also be most useful to a potential client. For example, the contact details you feature on your business card will be quite different from the information you feature in your brochure. After all, even the most appealing marketing collateral won’t do you much good if it doesn’t provide your potential clients with the information they need to book a session or inquire about your services.