One of Canada's Top Marketing Consultants Discusses Promoting Business
With Creative Marketing Collateral
Brochures, Fliers, Web Pages, Emails and All That Creative Marketing Stuff from the Canadian Wizkids
Marketing collateral is a term used for printed materials
used to present information about your business and its capabilities,
products or services. It can include brochures, fliers, fact sheets,
direct mail pieces, and other communications pieces that are produced
directly by the company. All of your company's printed pieces should
be in tune with your overall marketing message and company
image.
When planning the production of marketing collateral, special consideration
should be given to the following elements:
- Design and Layout
- Is the material visually attractive and appealing?
- Does it invite the reader to open it or read further?
- Do the design and layout components complement the message?
- Formatting components of design and layout include:
- balance
- white (or empty) space
- font types
- colors
- paper stock
- paper size
- graphics
- illustrations
- photos
- charts
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You may use product photos or illustrations
in marketing collateral. Graphs, charts or other graphics
also help to visually communicate messages. |
- Message and Written Text
- Is the information accurate?
- Is the collateral piece easy to read?
- Are the sentences simple and clearly written?
- Is the text grammatically correct?
- Does it spark the reader's curiosity?
- What is the implied tone of the message? Is the tone
appropriate for the audience and does it reflect well on your
company?
- Does it communicate the benefits of doing business with
your company?
- Does the message ask the reader to respond?
- Does it tell the reader how to contact you?
- Management Issues
- What is the specific marketing goal for the collateral piece?
- Who is the intended audience?
- Does the production cost fit within your budget?
- What is the production schedule?
- Is the timing appropriate?
- Does it complement your other marketing materials?
- How and when will you distribute collateral pieces?
- If you're planning to mail collateral, does it comply with
post office mailing requirements?
When preparing your written communications, think creatively! Use
key terminology (words and phrases that catch your prospect's eye)
and catchy slogans. What distinguishes your business from your competitors?
Highlight the benefits your company offers. You might want to make
a special pitch and offer an incentive for readers to respond. You
might also include testimonials, sample listings of clients, awards
and honors you have received.
Types of Marketing Collateral
- Brochures are usually printed on 8 1/2" x 11"
paper folded in thirds or 8 1/2" x 14" paper folded
in quarters. Brochure contents range from information about your
company to specific product features and benefits. It may be appropriate
to place all of this information in one brochure or to create
a family of brochures for individual products. Individual businesses
and budgets guide this decision.
- Business Cards, usually printed on 2 x 3 1/2" card
stock, contain all necessary contact information, including email
addresses and URLs.
- Fliers are usually single sheets printed front and back,
and used for inexpensive distribution. Fliers are frequently used
to announce a sale, open house or other limited-time event.
- Slip sheets are mini-fliers typically designed as a mailing
insert or to leave as a "take-one" counter display.
Slips sheets may be inexpensively produced "three up"
or three slips on single sheets of 8 1/2" x 11" paper.
(Each slip, when the paper is cut, is then about 3 1/2" x
8 1/2.")
- Direct mail pieces vary in shapes and sizes but usually
conform with standard mailing requirements. A direct mail
package may include a marketing letter and/or brochure.
Typical recipients of direct mail are customers, individuals
on purchased mailing lists or individuals on mailing lists
the business itself has developed. See Direct Mail - Secret Weapon for Small Business for more
information.
- Marketing letters, usually included with direct mail
pieces, may be used as a written introduction or follow-up to
a sales call.
- Catalogues vary in length from just a few pages to hundreds
of pages. They typically showcase products through
photographs or illustrations and provide product descriptions
and prices.
Want to learn more about the power of collateral marketing pieces. Get in touch with us and we'll set up a strategy session with you, ourselves and with some of our Stategic Alliance partner companies. To learn more about direct mail secrets, you should consider attending our workshop entitled The Envelope, Please - the Power of Direct Mail
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