Your 4-step Guide to Creating the Ultimate Marketing Toolkit
Consistency, style, professionalism: these are the hallmarks of great corporate literature. But no matter how elegant your toolkit is, it’s essential that you understand how it fit into your marketing strategy. In this 4-step guide, we explain how leading designers create marketing toolkits that don’t just look superb, but work in tandem with your sales objectives.
It all starts with a brand...
More than a logo
At the centre of all marketing is your brand. This is so much more than just a logo. It’s a personality, an image and more than anything, a reflection of your business model. At this stage you should try to sideline what you do, or even how you do it. The brand is more concerned with the why. Why do you do what you do, and why should this resonate with your customers?
Once you have distilled the elements of your business, hire a graphic designer to bring them together. This should include a logo, accompanying artwork and brand guidelines. All your marketing literature should reflect this image, so it’s essential to get this right from the beginning.
The right tools for the job
So you understand why you do what you do and you have a logo that reflects that. Now you need to consider what marketing materials are best suited to your business and create your toolkit accordingly.
Think about your sales process and what you materials you need to support each stage. Think about who they are designed for, what they should convey, and how they will help you convert more business.
With multiple services, verticals and sales processes, you may need to have a selection of tools for every marketing segment. By taking the time to interrogate your strategy you can get to grips with the purpose of all your marketing literature.
Choose your weapon
With a basic understanding of what you need, it’s time to decide where to start. Take a look at this checklist of essential marketing tools and ask yourself if you’re ticking all the boxes.
Business cards
If you often go to networking events, it’s important to have a business card that’s remarkable in its most literal sense. A great business card should be handed over with glowing pride. It could be a talking point that wins you business time and again.
Brochures
A great way to introduce your business, showcase your professionalism and support your sales message. Perhaps you need something visually aesthetic to showcase your expertise. Or – if you’ve a complex message to tell - your customers might benefit from literature that explains the details with simple, succinct copy. The brochure is a versatile marketing tool that works in many ways.
Corporate gifts
The added touch that gives your customers something to cherish you for: corporate gifts come in so many forms. Great as free samples to send in the post, little gifts to bring to client meetings and even stationery to strengthen the identity of your business in the office.
Catalogues
A great way to showcase a product range, increase basket sizes and cross sell services. If you sell a large range of products, make sure your customers know about it!
Newsletters
Bring your customers up to speed on current developments and content they will value. This will help them to understand who you are, building trust and loyalty every time you send one out.
Letterheads
Professional design on elegant paper can make the difference between your letters being read or getting binned. Make sure you send out the right impression about your business.
Case studies
Reviews and testimonials are among the most convincing type of marketing collateral. A good collection of case studies for individual services can really help you close a sale when you need a final push.
Specification & application sheets
When customers start asking for details, it’s important to have them to hand. User-friendly documents can give your customers the knowledge and confidence they need to buy into your business.
Manuals
Keep customers happy post-sale with information which lets them know how to get the most out of your products and/or services.
Posters and pop up banners
Great for events and conferences or for bringing brand unity to your office. These items can really make an impression on prospects. Just remember to keep the message simple and stylish.
It’s all in the design
Get to grips with how you intend to use your marketing material and the environment to which your target audience will come across it. Will your sales team use a brochure alongside their pitch, or leave it with the customer for further reading?
If you intend to send some information in the post, think about the logistics. Sending a heavy catalogue en-masse will soon use up your marketing budget. Consider your recipient also. Are they aware of your business? You may need to identify how much your recipient already knows and tailor the content accordingly.
It’s important to consider all the angles before you create the content. Create a brief for each item and hire professional graphic designers and copywriters to make sure that your message is on point. You should also ensure that your marketing literature has been professionally printed on a good quality stock.
First impressions count and your marketing material may be the one shot you get at gaining a new customer. For more advice on marketing materials or for a free quote on print and/or design why not speak to our experts today. Click here to send us a message, or call us on 0121 430 9000.
