Today, graphic designing is doing all the talking. From designing the logos to the website layouts, it is everywhere you look.
Organizations have started indulging high time into marketing collateral best practices to ensure that their content is communicated in a simple and effective way to the potential buyers.
To put simply enough, marketing collaterals are the materials being used to support selling a product or service of a company. Traditionally, it included printed brochures and business cards but after its transition phases, it now prevails around all offline and online media. Even the marketing departments are shifting their budgets towards them to build their brand and effectively support their sales efforts.
Note that boring and bland stuff doesn’t do much if it isn’t created with the right type of audience in mind. To draw more people, you have to develop specific messaging to engage the audience in specific situations. Having said that, don’t produce collateral just for the sake of it. Rather, think of something powerful and eye-catching. If you are wondering how then keep reading further.
Look at these four amazing ways to guide you create the most effective marketing collaterals:
Focus on the Customers Not Your Company
You have to get this straight- the message you roll out to customers should align to the needs of your clients/customers and not yours. Going too promotional or repetitive can put off even your existing customers.
So, ensure that when you design collaterals, you are actually speaking to your key customers and providing them valuable information they need.
Use More Visuals
Graphical elements in your collateral keep your audience engaged and at the same time guide them through every stage of their buying cycle. Using a perfect balance of content with great imagery can help to tell your story better than what you can do verbally.
However, you have to be careful about the selection of images. Search for the ones that relate to your business very closely and can help you illustrate the important message.
Pay Attention to the Quality
This is where most of the companies try to cut their costs. They compromise on the type of paper used for brochures, the rails used for retractable banners, and even the quality of images. However, they don’t realize is that it makes your brand look utterly unprofessional and creates a negative first impression right away.
So, never be afraid of trying something different and present your clients your best image possible. Invest in unique and quality materials to stand out from the crowd.
Make Sure it is Repurposed
Even when your event is over and the collateral has served its purpose, you should not hesitate to utilize it in different ways. Repurpose your physical collateral by handing it over to sales team whenever they are visiting a new client. You can even use your digital collaterals again by converting an old blog into an infographic and similar things.
All you need is a bit of creativity to extend the life of your valuable marketing collaterals.