Great marketing collateral design and implementation are key if you want your business to be seen. Use it to your advantage and your business will thrive! Marketing collateral has changed over the years. In the past, to boost your marketing efforts, you could have gotten away with some brochure hand-outs, a few flyers and maybe some newspaper ads. Whereas nowadays, the options can seem endless.
Check out these tips below for some great steps to amazing marketing collateral!
1. Create and use style guidelines
It’s important to have style guidelines to ensure consistency across all your marketing collateral. It keeps everyone on the same page about how every element including your logo, key graphics, fonts, slogans and brand-oriented words should be used.
A style guide is one method of choosing the elements that will be part of the marketing collateral. It allows the business to create a theme of the elements that include the logo, important images, key phrases, brand words, and fonts. The style guide also allows the business to determine the focus of the content that will make the marketing collateral more effective with the target audience.
2. Have variations of your logo
Your business logo should be instantly recognisable and easily associated with your business, but remember that each type of marketing collateral may have different requirements and intentions. Have variations of your logo that fit on certain marketing pieces, background colours etc. For example, you might need a rectangular logo version that fits on your envelope or business card, or mono and coloured variations.
3. Use great graphics
If you want to capture your target audience’s attention then using just the right amount of (and the right style of) graphics on your marketing collateral is a given. Graphics help with the flow of your content as well as making everything easy to read and understand, along with making the collateral visually appealing. The amount of graphics used for each marketing piece may vary, so it’s important to always design with your audience in mind.
4. Maintain quality
Whenever you’re showing your brand to your target audience you need to appear professional and reputable at all times – you can’t have some pieces looking amazing and others looking bad! Go for the highest quality your budget allows. Whether you’re investing in the type of paper for your business cards or the quality of video on your website or social media channels, this all affects just how well your audience will respond to your marketing collateral.
5. Integrate/combine print and digital
When investing in design work, it can be a good idea to look for ways to integrate your print collateral with your digital marketing efforts and make them seamless in terms of the design. For example, you could broaden your customer reach by including your website address on your print marketing to drive traffic to your digital campaign.
6. Consult a professional
A professional graphic designer will be a huge help when creating effective marketing collateral. An experienced designer can easily choose the right graphics and layout of the materials. Hiring a professional could save your business a lot of money and improve profits in the short run with materials that work as soon as they are released to the public.
Following these steps can really help boost your business. Although we’re in 2019, don’t disregard offline options, such as newspapers, magazines and other printed collateral. This especially applies if you’re planning to attend a conference or exhibition – don’t neglect the printed items! In general, it’s important to find the marketing collateral that fits your needs and the situation.