It is truly shocking to see how many companies hastily throw together marketing and promotional materials without thoroughly analyzing their marketing strategy. In this economy, every expense needs to generate a return. Having a powerful, cohesive branding strategy is critical to making the marketing materials investment worthwhile.
Of course, the average small business cannot afford to hire a million dollar advertising agency (if only!). However, it does not take an advertising professional or a fancy company to create aesthetically appealing marketing materials that really pack a punch. Here are some tips for getting more “bang for your buck” when it comes to your promotional materials.
- Optical Weight – A point to keep in mind when assembling your marketing materials is the concept of optical weight. Optical weight is the idea that some graphics and groups of text are “heavier” than others. Darker areas tend to pull our eyes and seem heavier, while lighter areas are more effervescent and carefree. Use optical weight to your advantage by making important points and graphics darker – and thus, “heavier” – than less important areas.
- Consistency – Consistency is really important when it comes to your marketing materials. It is consistently that reinforces your branding strategy and increases the probability of customer recognition. Ensure that the logo and font for your company name on one flyer is identical to your brochure. Consistently is critical to driving home a theme and image that enables customers to easily picture your company when they think of your product.
- Avoid Clutter – A streamlined flyer or brochure is better than a clunky one. You may feel the need to tell everything there is to know about your company, especially if you are on a tight marketing budget. However, a streamlined ad is not only more visually pleasing, but much more memorable. Encourage the customer to call you, where you can then truly impress them again with all of your company’s great features.
If you follow these tips, you are sure to efficiently optimize the effectiveness of your marketing materials.