The marketing world has become fiercely competitive and branding is now all about first impressions. The business cards, pamphlets, postcards, flyers, and all other marketing materials are considered as the front face of the company. And, if you fail to follow the best practices, the entire brand reputation and revenue can be at stake.
Creating effective marketing collaterals is not as easy as it seems. In the scenario today, where clients are bombarded with thousands of print ads and cheap flyers, you have to come up with some unique and effective ideas that trigger your sales, promote your brand and grow your customer base. However, all this calls for a lot of planning, research, creativity, and knowledge of your business as well as other counterparts.
As a business owner, you need to put in considerable efforts, time, and money in creating marketing collaterals to –
- Establish your brand
- Increase your brand visibility
- Attract potential customers
- Advertise an upcoming event or campaign
- Create a favorable customer service experience
Here are some tips to help you design highly engaging marketing literature:
- Define your Objective
Before designing any marketing collateral or deciding any promotional giveaway, it is always recommended to identify the purpose for doing so. Understanding what you want to achieve and when it is appropriate to use such stuff, is extremely vital to bring in the desired results.
A great way to do that is by studying your sales funnel. See if your collateral is meant for attracting potential buyers or passing on important information to the salesperson. Both these materials will require an entirely different approach.
- Think about your Audience
You have to consider your audience when it comes to creating productive marketing materials. Check if your brochures, emails, and ads are directed to seniors, youngsters, males or females. Accordingly, you can plan the text, visuals, fonts, and color schemes.
You also have to pay attention to the age range, income, location, etc. of your target audience and take time to write and design so it pays off well later down the road.
- Keep it Simple and Clear
The design and content you use in any of the marketing collaterals should be simple, concise, yet interesting enough to catch the eye of a potential customer. Think about what your clients would want to know right away, and be clear about what you can offer them to suffice their needs.
Avoid cluttering the canvas with plain text as it gets really boring. Instead, leave some white space and take advantage of professional photos that can immediately induce curiosity in people.
- Quality is Needed
The audience has become smarter than ever before. People are quick to find out the cheap paper used and low-quality printing. This leaves a negative impression in their minds and repels the interested clients considering your company as amateur and unprofessional.
Therefore, keep a close check on the look and feel of your marketing collaterals, and resort to the best quality materials and printing techniques.