Slide 1: The Secrets of Producing Effective Marketing Materials
Slide 2: Agenda • Creating effective marketing materials is a step- by-step process... evaluate your materials develop a marketing strategy work with a designer • What you want to know: where you can save money special tips for small budgets 2
Slide 3: Step 1: Do Your Homework • Before you spend a nickel, do an evaluation of your company & materials… – Define your business – What is the expertise you offer customers? – Competition? – What makes you unique? – Do your materials have a family look? – Is your logo strong and memorable? 3
Slide 4: Step 2: Evaluate Your Brand • Your brand is the look and feel that communicates who you are and what you do to existing and future customers • Your brand look defined by consistency of… – Design (a “family” look) – Use of Logo – Typeface and Corporate colors – Photography 4
Slide 5: Some of the Best 5
Slide 6: Step 3: Set Your Goals (b) • What kind of piece should you produce? – Lead generation – Identity piece – Promotion – Direct mail – Ad, magazine, newspaper, trade pub • How will you distribute your marketing materials? – Self mailer – Envelope – Seminars and Trade shows 6
Slide 7: Step 3: Set Your Goals (a) MARKETING STRATEGY What are your trying to accomplish? • What will it provide for your company? • What is your single-minded message? • Who is your audience/target market? • How are you perceived? • How do you want to be perceived? • Who is your competition? 7
Slide 8: Step 4: Scope and Budget • Price will depend on: – Format and size – Paper selection – Copywriting – Photography: custom or stock – Quantity – Printing – Mailing requirements 8
Slide 9: BIG Ideas — small budgets • Create a marketing program that builds leads • Cost benefit of keeping current clients significant – Create flyers to insert into bills and products advertising special promo, limited timeframe – “Special deals for frequent buyers ” – Market online with web offers and e-newsletters • Create messages that motivate • Create hard-working brochures, direct mail etc. 9
Slide 10: Step 6: A Designers Expertise • Why hire a designer? – A designer is expert at visual communication – A designer is your “general contractor” – A designer will take your job from concept to printing • The designer’s expertise – Typography and color – Format – Paper selection and Printing 10
Slide 11: Step 7: Hire a Pro • Review their portfolio – Style – Experience – Capabilities • Receive a proposal – Scope of work – Cost and fees • Sign an agreement – Terms of payment – Scope of work – Policy on change requests 11
Slide 12: Step 8: The designer can help manage the end game • Select the right printer - involve them early – Know their capabilities and expertise – Get their ideas on paper and printing options – Leverage their mailing expertise • Critical Steps – Final sign-off from client – Blue line and color proof – Press check – Delivery 12
Slide 13: Stay in Touch! Peg McShea Communications Design Group An associate of Emerald Strategies, Inc. www.emeraldstrategies.net 13
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