Printed Marketing Collateral | Promoting Your Small Business Through Print: Design Ideas, Tips And Examples
Printed Marketing Collateral | With all the buzz surrounding social media and other online marketing tools, it’s easy to get carried away with all the new trends. In spite of what you might have heard, however, print is still not dead. And if you aren’t being careful, you could end up spending your budget on digital marketing with nothing left to use on print collateral. Having a full range of collateral pieces (marketing pieces that are not necessarily sales pieces) can considerably improve your image and credibility, and boost your ability to reach your target audience. In other words, in order for your marketing efforts to be successful, it has to integrate quality content into both print and digital campaigns.
If you want to build brand loyalty and repeat customers, you can’t overlook printed marketing collateral to raise the profile of your business. Your clients are a tactile group. No matter the type of business you’re running, what product or service you’re providing, printed collateral will always play a vital role in creating, sustaining and growing a profitable relationship with your target audience. Today we’ve put together the top design tips that will help you make the most out of your marketing collateral.
Know Your Specific Marketing Objective(s) | Printed Marketing Collateral
How will the collateral be used? As a lead-generator, a leave-behind piece, or a sales closer? Whether you’re introducing a new product, promoting a service, or simply creating some buzz around your business, start with a thorough understanding of your target audience, and a clear picture of what you want potential clients to do. Understand where the collateral piece fits in your own sales process, how it will be distributed and who will read it, and adapt each and every piece to appeal to them.
Establish Credibility And Speak With Confidence | Printed Marketing Collateral
Buyers want to be assured they’re making the right decision when doing business with you, and to help them feel more comfortable, make sure you use testimonials, images of successful use cases and competitive points that reinforce your selling points. Graphics can help dictate the flow of your content, and keep the attention of your audience on your materials. Keep in mind that, while stock imagery is readily available online and affordable, stock images can make your marketing look like everyone else’s. Consider, instead, investing in custom photography and original content.
Ask Your Readers to Take Action | Printed Marketing Collateral
Be sure that your message is clear and that it is written with your ideal client’s interests and needs in mind. When appropriate, include a clear call to action. This is a simple statement that tells readers exactly what you’d like them to do, and how they will benefit from performing the desired action. Make it easy to find the relevant information and leave the impression you’re accessible and waiting for their response. Remember it’s a persuasive sales piece.
Invest In The Right Paper Stock | Printed Marketing Collateral
When you read a book, newspaper or any marketing piece, you probably don’t give much thought to the paper on which it is printed. However, the paper is providing you with subtle cues about the piece, its content and intended use. You want your business to appear professional and reputable, which means that you have to invest in the highest quality paper and printing your budget allows. If this seems too expensive in the short term, then consider saving costs by taking advantage of things like the economics of scale by printing your materials in bulk.
Reinforce Your Brand | Printed Marketing Collateral
Each piece of collateral has a different intended audience, which means that each item has a slightly different goal. Your logo should stay relatively consistent across these pieces, but you should develop alternative versions of your logo that fit the best on specific pieces of collateral. A style guide is another way of sorting out the various elements that make your collateral consistent. It allows you to outline your brand elements, which includes your logo and any key graphics, your fronts, key phrases and brand-oriented words.
Integrate QR Codes | Printed Marketing Collateral
Businesses tend to forget that it can be a good idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical marketing materials can help potential clients access your business’s digital side, which in turn gives another opportunity for them to purchase from you. You will most likely find that your readers who initially engage in print collateral are pleased to have such a convenient method to purchase your product online or connect with your social media campaign.