47 Ann Street, New York, NY 10038
Tel.: (212) 349-1233/4545 - Fax: (212) 406-7074
Sales brochures, product information, rack cards, posters and signage: Together, they form a vital part of your company’s marketing strategy.
But is your marketing collateral really effective?
Effective marketing materials should sell the product or experience you represent, be distinctive, and provide your target audience with pertinent, easy-to-understand information in a visually appealing format.
While this may sound simple enough to achieve, many companies fail to establish specific goals and objectives before design begins. The end result is a printed piece that may be attractive in terms of
appearance but fails to present a cohesive picture or effectively communicate the message you envisioned.
How can you avoid this? Successful marketers agree that the following, important steps should be taken before even one word of copy or a single design element hits the drawing board:
•What is your objective in creating this piece? Involve your sales and executive staff in a discussion of what, exactly, you hope to achieve with this piece. Steer clear of vague objectives like “increasing sales” and, instead, identify specifics like “attracting more lunch-time business” if you’re in the food service industry, or “stimulating low-season cruise bookings” if you’re in the travel business.
•What is your “call to action”? Do you want to drive customers to your website? Do you want to capture passersby? Do you want your target audience to seize a special, specific offer?
•How will this piece be used? Will the piece be mailed, handed out, displayed in a window or all three?
Is Your Marketing Material on the Mark?
5/20/09
•Do you know your audience? Is your target consumer familiar with your service and/or company or will it be necessary to devote some of the piece’s “real estate” to a detailed description? If the latter, you may have to plan on additional pages to a brochure or a 2-sided, rather than single-sided flyer.
•What is your budget? Before planning any marketing piece, it’s important to determine a budget, preferably a range within which the cost of the piece must fall. Sit down with a Nova sales person and
you’ll be surprised at the options that are available to you. A reduction in the size of the piece from 11” x 17” to 8 1/2” x 11” can help you stretch your dollars considerably, or you might want to get creative with color options and insure that you avoid a special order paper stock. A postcard, instead of a multi-page brochure, can also be a money-saving option, but be sure to figure in postage costs if you intend to mail the card to customers.
•Is it time to move ahead? Based on brain-storming sessions with your staff, you’ve determined message, target audience and format of your intended piece. You’ve arrived at the quantity you’ll need and the format that falls within your budget. The next step is copywriting and design. If your company includes a creative services department, chances are its Creative Director was included in the planning process and is now ready to develop the piece. Once approved by you, simply transmit the electronic files to Nova via e-mail or Nova’s easy-to-use iDisk site.
If your company does not offer a creative department, you might wish to consider the services of a freelance designer and copywriter. One great option is Nova Graphics’ Creative Services, our in-house design and copywriting area. Nova’s Creative Director will work with you to transform your message into an attractive brochure, flyer or postcard. And, best of all, the money-saving combination of Nova Creative Services and Nova Graphics let’s you plan, design and print your marketing materials all under one roof!
