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Printed marketing collateral seems to be the quintessential business tool for just about all industries. It is the actual physical representation of your brand, and a great way to effectively sell your product or service to prospects, while solidifying your current customer base. This not only allows you to easily entice your customers into interacting with your brand, but also allows you to simply see what you need. Below are the top tips to ensure you are getting the most from your printed marketing collateral.
Paper Type - Many times businesses will go with the cheapest printer and as a result get cheap results. This is perhaps the most costly mistake as this postcard is reflective of both your business and the services you provide. As a result, opt for a more high-end printer that can provide the type of postcard quality that your business provides.
Normal Shapes - All businesses should most definitely consider a unique die cut design. This will not only help them stick out, but will also help in expressing their personal view on design. It also allows your prospect to see what kind of design that you find most appealing, and will help draw people through your firm's doors.
Misplaced or Unclear Logo - Be sure that your logo is properly placed on your brochure. It should be the focal point, and have the proper background to contrast against. Also be sure that your actual logo image is of the highest resolution. One thing that detracts most is a blurry logo.
Copy - Layout the copy so it compliments the background imagery. Have your copy revolve around the images, and always include snippets so that the reader can get quick snapshots of the main ideas. Have bold phrases will allow them to get the full idea and emphasize certain points you want them to take away.
Your printed marketing collateral should always be reflective of your brand, so be sure that all of your collateral is reflective of everything - from your website to your brochure. Everything should be inline with all of your marketing efforts. This will build brand credibility and also help in ensuring that all of your efforts are properly aligned.
Melanie Turner is a Business student at Columbia University and employee at 1800 Postcards. She has also been a Researcher at Deloitte Consulting where she worked with expert marketing teams on Fortune 500 clients. As a growing expert in the field of marketing, Melanie aims to provide insights and resources to Small Businesses.
She has worked with top agencies in brochure design projects for Fortune 500 clients. Brochures are a great marketing tool and there will be more articles to come about how to use them effectively for your business.
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