Photography Marketing Collateral Guidelines | Spice Up Your Marketing Collateral In 5 Simple Steps
Photography Marketing Collateral Guidelines | If you’re trying to build brand loyalty and repeat business, you can’t go past marketing collateral that raises brand awareness. When done right, your marketing collateral can do much more than simply deliver your message. It can turn your brand into a memorable visual experience, boost brand loyalty, and even grow your client base. However, not all marketing collateral is created equal. In fact, when not done right, marketing collateral can do more damage than good.
Yet, you’d be amazed just how many photographers out there decide to go cheap when it comes to their marketing collateral, or even worse, decide not to invest in collateral at all. Sure, you can reach your clients via email in a matter of seconds, but just because it’s quicker, it doesn’t mean it’s more effective. Curious what the benefits of marketing collateral are and what you can do to get the most out of yours? We put together some of our favorite tips we use whenever we design marketing collateral for photographers just like you, so sit back, relax, and read on!
Marketing Collateral 101 | Photography Marketing Collateral Guidelines
Before we dive into the nitty-gritty details, let’s see what marketing collateral is. Marketing collateral is any item used to advertise a product or a service, or communicate with potential and existing clients, as well as business partners. This includes everything from fliers and letterheads to brochures, direct mailers and more. Having a great website up and running is vitally important, but do you have other marketing materials to match? Your marketing collateral will oftentimes be the first contact a potential client has with your business, which means they’ll start forming their opinion long before they even get a chance to check out your website.
Don’t Fall For The Cheap Templates | Photography Marketing Collateral Guidelines
You need your marketing collateral to leave the best first impression possible. If it doesn’t impress your potential clients, they might not even bother checking out your fabulous new website. This is why we advise our clients to stay away from the cheap templates you can find online. There’s a reason why they cost less than the average cup of coffee. They’re usually designed by amateurs or beginners, and they tend to have all the telltale signs of poor design. Do you really want your potential clients to think you don’t care about quality?
Now, don’t get us wrong, there are some pretty decent templates out there. However, even if you’re lucky enough to stumble upon a good templates, chances are it’s already being used by other businesses – some even in your area or your particular niche. Think about it – how is your message supposed to stand out if it’s delivered on the same letterhead a competitor is using? Will your business card stand out from the business card holder if it looks just like most other business cards in there? You’re a part of a creative industry, and your marketing collateral needs to showcase that!
Less Is More | Photography Marketing Collateral Guidelines
What most beginners will do to ensure this unique look and feel is keep adding new design elements and special effects like shadows and 3D elements. This will definitely make your marketing collateral stand out from even the largest pile, but it may be for all the wrong reasons. Keep in mind that the content, or your message, is the reason why you’re putting together your collateral packet, so make sure you don’t clutter the design and overshadow your message. Remember to include plenty of white, or blank, space, especially around important pieces of information to make sure it stands out.
Brand It Or Lose It | Photography Marketing Collateral Guidelines
All of your materials can and should convey the essence of your brand, from your website and the colors, fonts and images you use to set it up, to your logo and the tone of voice you use on social media. You want your potential clients to recognize your brand whether they stumble upon your Twitter profile, your website, or find your business card in their old wallet, and the only way to do it is through creativity and consistency. This unified look and feel is best achieved by setting up branding guidelines.
Whenever we design a logo for a client, we put together a short document consisting of all the colors we used in the logo, as well as the style of graphics, and fonts we used. We also throw in a small inspiration board. This way, our clients can use the same color scheme and font family throughout their marketing collateral and ensure consistency. By using the same elements, you’ll tie all the items together, and if a potential client laid all your items next to each other on their desk, they will all look and feel like they came from the same source.
Help Your Potential Clients Make The Next Step | Photography Marketing Collateral Guidelines
While each collateral item will vary, both in content and form, you’ll want to include some sort of contact information depending on the available space. While you’ll include only your website on pens and USB drives, for example, you’ll want to include more contact details on larger items such as brochures, fliers, and letterheads, just to name a few. After all, even the most appealing design won’t do much good to you if your potential clients don’t know how to reach you. At the very least, include your website link, an email address, or even a phone number they can use to reach out to you!