Small Business Marketing

Marketing Collateral

Last week we began our journey into the ways and means that you should consider when devising your marketing plan. We began with print, which of course if one of my favorites, being a magazine publisher and all.

Now we want to look at the importance of marketing collateral, whether business cards, brochures, or posters. First of all, they are all must have pieces for a successful venture. The first step in producing any kind of printed literature about your organization is to have a clear and concrete identity of your business. Who are you? What is your value proposition to your potential clients? What is unique about what you do? Why should I buy from you? Those are tough questions but they must be hashed out, no matter how long it takes either by yourself if you are a small business owner, or with your board of directors, advisors, colleagues, spouse, whoever, just get the questions answered. This gives you direction, purpose, and clarity when presenting your offering to your target market.

Next you want to develop a specific call to action in your marketing literature. What action do you want the prospect to take upon reviewing your material? Do you want them to call you for a free brochure? Visit your website and fill out a form? One of the best ways to begin the relationship between you and a potential client is to get permission to follow up with the potential customer at a later date, maybe after they have tried out your product. That is why free trials, or samples are so effective. They sign up on your mailing list, you send them a sample of your product, they try it out, you follow up with a direct mail piece, a phone call, an email, and that is four opportunities for the customer to think about your product and for you to close the sale.

Your marketing collateral needs to tell the customer what to do. You may have a pretty logo, a nice message, and good intentions, but unless you communicate exactly what you want the customer to do, you may not get the results you want.

Another piece of advice is consistency. Have a unified message in all your campaigns. Your business card, brochure, website, ad, and anything else you are running should have the same messaging and theme. This provides the branding and messaging your company wants to send, something that will get the attention of potential customers.

Something to think about.