Are you tired of spending money on brochures, postcards, flyers, business cards, etc. and fearing they will end up in the trash. Printed marketing collateral can be highly effective, and it can be something that is saved rather than trashed if done right. This week, we’ve compiled some tips to help you create marketing pieces that are welcomed and stick around:
- On every marketing piece you create, add an element that is valuable to the person receiving it. For example, if you send out a post card promoting your financial services, include a checklist for making lucrative investments or a tip list about how to save $1000 this year. This way, you show people that you have value to provide them with (which establishes you as an expert in your field) and there is a good chance they will hang on to your post card to refer back to the information you provided.
- Make your marketing piece so visually appealing that people will want to keep it. People enjoy brightening up their office, desk, refrigerator, etc. with colorful and fun marketing pieces. Create something that stands out and they just might hang your post card up or display it on their desk.
- Use your marketing collateral to get people to take some sort of action, no matter how small. For example, on your business cards, you could use the back to get people to opt in to your mailing list. You could do this by giving away a free eBook on your website and using the back of the card to direct them to it and explain why they would find it useful. Before that business card hits the trash, you will have captured their contact info so that you can continue to market to them.
- When you hand out promotional products at a trade show, make sure your target market will find them highly useful and want to keep them. They should also relate to your business in a clever way to create interest. For example, a contractor could hand out screw drivers with their logo on them; a lighting company could hand out flashlights; a financial adviser could hand out calculators; and a vitamin company could hand out pill boxes.If you are participating in an upcoming trade show, you might find this Trade Show Planning Outline useful.
- Personalize the piece. Through the use of the latest technologies, such as variable data printing, PURL capabilities and web-to-print software, you are able to customize each individual post card, brochure, flyer, etc. so that the receiver gets a piece that speaks to them personally. The more you know about each person on your list, the more you can personalize the piece to them, increasing your chances of being noticed.