Despite the fact that most marketing campaigns now take place online, traditional print collateral still has a significant role to play. In the B2B space, you might leave lookbooks, brochures, and catalogs with prospects after a meeting to encourage them to get in touch. In retail spaces, you might use printed displays or shelf talkers to drive customers to your products. You can also include Quick Response (QR) codes on your print materials so that customers can easily get more information from you via their mobile phones.
When it comes to marketing collateral, the key is to understand what your audience wants and needs. It’s important to create different types of collateral for each stage of the sales funnel – some audiences are more interested in brand awareness while others are further down the road and ready to commit to your product or service. Collateral should also reflect the tone of your branding, and be consistent across all formats to ensure a seamless brand experience.
It’s also worth remembering that your marketing collateral must be useful to your audience in order to be effective. The truth is that a lot of marketing collateral ends up getting tossed aside or ignored. Some of this is due to the fact that some types of collateral don’t answer a prospect’s questions or reflect their specific challenges and needs. But it’s also because the marketing collateral isn’t delivered in a way that makes it easy to read, digest, and respond to.
For this reason, it’s always a good idea to plan your marketing collateral well in advance and have it professionally produced. This helps to reduce the chances of wasting money on something that won’t do the job, but it also ensures your collateral is as effective as possible.
The quality of your marketing collateral is also essential, and while offset printing will always be the king when it comes to quality, digital printing has made great strides in recent years. You can now produce stunning collateral using digital print methods that are very difficult to tell apart from offset printing to the untrained eye.
With the rise of personalized email and social media ads, consumers have come to expect a high level of personalization when it comes to their marketing collateral. The best custom printing company in Orlando can responded to this demand with a range of techniques such as variable data printing, which allows you to customize every piece of collateral with your prospect’s name, image, or message – a simple but effective way to add a sense of urgency or exclusivity that can increase conversion rates significantly.Read More