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Promoting your New Business with Printed Marketing Material
Your business is finally off the ground and you have a professionally designed company logo, the memorable company message and tagline, a corporate colour palette, the fonts, the emotions and the target audience. The question is; how do you apply all of these elements into a successful printed marketing campaign? Printed marketing materials are commonly considered to be the backbone to any business promotional strategy, because they are simply the best way to put your company in front of your ideal customers.
The following are a few tried-and-tested ideas you can incorporate in to your marketing efforts when producing new printed material to market and promote your new business:
Corporate Identity Package
The corporate identity or corporate stationery package is number one on our list because it’s often the first thing people think of when they think of branding. Corporate identity packages lack the luster of other branding efforts, but they offer massive repetition that is crucial to a successful campaign. A solid corporate stationery set includes business cards, letterhead and compliment slips as a base but can extend to include continuation sheets, invoices, receipts and envelopes. The beauty of the corporate identity package is that every single piece of correspondence you issue to customers carries your company’s image and reinforces your message.
You should certainly pay particular attention to the design of your company business card as this is normally the first point of contact a potential customer has with your company. If it looks and feels cheap then that will have a lasting impression and may not give the right impression to your business.
Brochures are used by businesses of all sizes to engage new and existing customers. They are a tangible piece of marketing literature that communicates important information about a company’s products or services, and can be referred to time and time again. Small businesses can benefit greatly from having a professionally designed corporate brochure in many ways; they help to create a professional and reliable image for your business, and will set your company apart from your less than dedicated competitors. A business brochure will make your company appear larger, enabling you to compete with bigger companies for clients and sales. Business brochures also help you to grow your company by attracting new clients and encouraging repeat business from existing ones.
Direct-mail campaigns place your message in the best place possible — right in your customers’ hands. Direct mail can be anything from simple postcards and flyers to mini catalogues and multi-piece sales letter packages. Powerful branding that keeps your company on the top of customers’ minds can be achieved through direct-mail repetition; just because a prospect doesn’t respond to your first direct-mail piece doesn’t mean that that mailing won’t work later to enforce subsequent mailings. In short, the more often you mail (without going overboard), the more you keep your business in the minds of your potential customers and the greater potential for a good response rate exists for each subsequent mailing.
Press releases should be printed on company letterhead and distributed to the media. Press releases are powerful branding tools, because, if your news is printed, you gain unbiased third-party validation and the potential to reach customers you didn’t know you could have.
Simple take-away POS displays such as a coupon book, brochure or even a menu can boost your branded marketing efforts, because they are voluntarily picked up and taken home. Another way to use POS is to sponsor a charity that asks customers for a small donation, which results in their names being placed on die-cut shapes and taped to the wall for all to see. All you have to do is provide the printed cutouts and add your company’s name and logo to a portion of it. Your brand will not only be prominent, it demonstrates that your company has compassion and goodwill, which can be a boon to attracting new business.
Stickers can offer the most fun marketing opportunities, and perhaps the most creative. You can affix custom-made stickers to anything — notebooks, car bumpers, telephones, floors, walls, windows, mirrors, filing cabinets — you name it, you can stick it! If you can come up with an appealing sticker design that customers will want to keep, all the better. Sometimes companies even hand out stickers to children at parades with a cute saying and their logo or company name beneath it.
Want others to look at you every day, all year long? Distribute free calendars to your customers. This is one of the easiest and most effective branding strategies simply because calendars have intrinsic value — people like to stay organised. Calendars come in all shapes and sizes from A3 wall hanging calendars through to desktop flip-over calendars or even printed on mouse mats.
Event sponsorship through banners is a great way to get your image in front of hundreds or thousands of potential customers at one time. This could be a business show, a trade expedition, a festival, a sports event or any other event where your target audience gathers.
When developing a branded marketing campaign, it is imperative not to skimp on materials. This is true with all printed marketing materials since your customers will equate the quality of your promotional pieces to the quality of your company. Make sure you use a printer such as Foundry Press that offers the best paper grades, inks, finishes and state-of-the-art printing presses so your company leaves the very best impression.