3 Marketing Collateral Elements

A marketing collateral or sales literature is often associated with materials used to present information on a business. Often, the information is about the business capabilities, offer, products and services. Marketing collateral may be in the form of brochure printing, print flyers, direct mail pieces such as postcards, fact sheets, custom catalogs, and any other communication materials printed and produced by the company to promote its business.

As your marketing material would represent you and everything about your business, they should therefore be able to embody your overall marketing message and brand image. Your marketing collateral therefore, should amply represent the brand that is YOU.

There are special considerations that you have to think about when printing brochures for example. There are several elements that you have to consider when you plan to have marketing collateral in your arsenal. These elements include:

Design and Layout

When planning for the design and layout, always remember to create a visually appealing material that would grab attention. Bear in mind that even before your target readers read your message, they should be attracted first to your design. If your marketing collateral such as your brochure printing does not invite your reader to open or read further, at that first step, you have already failed miserably with your marketing material. In addition, remember too that your design and layout should always complement the message you would want to convey to your target audience.

Format

When designing the format of your design and layout, keep in mind to include these things: balance, white space, fonts, paper stock and size, color, graphic images, photos, illustrations, charts, and any other graphic elements that you would want to add to make your design more attractive. All these elements help your marketing collateral to further emphasize the message you have. They also help you communicate your message in a more visual manner.

Message and Text

More than your design, what matters most in your marketing collateral is your message. So you are able to attract them to your collateral, what next? What do you want to convey to your target clients? Your message is the focal point of your marketing campaign; hence, you should write it in a way that your target clients will easily understand and comprehend what you want to say to them. Here are some of the questions you need to ask in order for you to come up with a strong message:

1. Is it easy to read?

2. Is it simple and clearly written?

3. Does it have clear and grammatically correct texts?

4. Does it pique the curiosity of your target audience?

5. What is the tone of your marketing message?

6. What are the benefits to your offer?

7. Does your message affect a favorable response from your target readers?

8. Does your message clearly state how your target audience can contact you?

Lastly, when planning for your marketing collateral, be creative. Do not be stuck with age-old designs and ideas that have lost their appeal. Think of words and phrases, slogans and headings that catch the attention of your readers. In fact, highlight the benefits. Make a pitch on an incentive that you know your target readers would likely respond to. Always remember that no matter how great your design and layout, if your target audience do not respond to your message, all is in vain. It takes one strong and effective marketing collateral to make a difference in the growth of your business.


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