This post is sponsored by Staples Business Advantage®, the business-to-business division of Staples, Inc.
The most impactful marketing a small business can do with an identified prospect is the item that is handed to them after the sales call. The right promotional product will reinforce the message from the last meeting and act as a reminder for the prospect to take action. The difficult part is that marketing pieces only have less than seven seconds to make an impression.
The first key decision when creating marketing pieces is to use a trusted printing partner like Staples that can bring the company’s brand to life and deliver the right message to customers. Remember that creating custom marketing collateral is a detailed process that requires dedicated experts. Staples has the breadth of experience to produce the perfect marketing collateral.
Here is a checklist of how to create the best print materials and promotional products to leave with customers.
Pictures are better than words. Pictures are more effective in getting a prospect to feel something. The images need to be high quality and high resolution. It is a very poor reflection of the company when a promotional piece includes blurry photographs or pixilated images. Staples can help insure that these images look professional.
Use color. The colors chosen should reflect the brand. Remember that they will also trigger certain emotions in the prospects. This is why it is important to use colors intentionally. Using different materials like foil stamps can also make the brochure stand out from the rest.
Craft the headline. An effective headline will get the prospect to read more of the printed marketing piece. With a poor headline, it will end up in the trash. It should directly address the pain the prospect feels so after reading it they will say, “Yes, that’s me!” Remember headlines and sub headlines lead the reader where they should go.
Print bigger. Make sure that the type is large enough, especially if the targeted prospect is over 50 years old. It should be no smaller than 12 point and should use sans serif fonts since they are easier to read.
Formulate a clear call to action. What should the prospect do once they have reviewed the printed material? Know this before investing in the piece! The best call to action is one that gets them to act immediately with a sense of urgency of an expiring offer. Brochures can be customized to a mailing list so the prospect’s name appears throughout the marketing piece.
Proofread it over and over again. The best way to do this is to read the entire piece out loud. This prevents the skipping of words. Check that all addresses, phone numbers and statistics are correct. Typos will always reflect poorly on the company.
Intersect with online. Determine how this complements what the company is doing with online channels. No marketing material stands on its own. Staples can ensure that the brand, colors and images reflect what the company is already doing online.
Remember that promotional products don’t all need to be on an 8½” by 11” page. Get creative! Using promotional products like water bottles, jackets and caps is the perfect way to have your brand stick with the customers. Staples has many ideas to put your brand on everything!
What promotional marketing materials have you created and what was the result?
Staples Business Advantage is the business-to-business division of Staples, Inc., which helps customers achieve greater cost savings on products and services like office supplies, technology, printing, promotional products, furniture and facility supplies –– all from one convenient place. With customized account support and best-in-class customer service, Staples Business Advantage serves organizations that range from 10 employees up to the Fortune 100. Learn more at StaplesAdvantage.com.
