Making the Most of Your Marketing Materials

There are many ways to promote your business, but one of the most important methods is having effective marketing materials, which can range from a logo, business cards, and a Web site to brochures and annual reports.

This is especially valuable for small businesses that are just getting started because high quality and professional materials define a company and help establish a brand and identity from the beginning.

Are limited funds or not knowing what you want keeping you from getting marketing materials? Are you partial to the perforated-edge business cards that you made on your computer? If so, put them in the recycle bin and start fresh with a professionally designed and printed card.

The fact of the matter is that the design and printing of marketing materials don’t have to be about big budgets and fancy, slick paper. However, they should be about quality. Art and social critic John Ruskin once said,

"Quality is never an accident. It is always the result of intelligent effort."

The same perspective holds true with marketing materials. Quality is an essential factor because having a professional, polished image through your company’s materials is important. Using a professional graphic designer can be more cost effective in the long run and can be a great resource for creating a high quality product and consistency throughout the materials.

Not sure where to start? The following are some tips on working with a graphic designer in choosing the right marketing materials for your company. (However, before investing in design materials, be sure you have your business license.)

Set a Budget
Establishing a budget for marketing materials is important and is an essential tool in helping determine and in creating what you need. Remember, a little can go a long way.

Determine Your Brand
You want to make sure that your brand and marketing collateral convey the right image and message to reach your clients and target new customers. An essential element of your brand is your logo. If you’re in the process of launching a new company, make sure you have a logo. If your company is already established, you may want to consider freshening up your logo.

Keep Samples
Collecting samples of materials you like and don’t like is helpful if you are working with a graphic designer. Consider color schemes, paper weight and style, fonts, and logos.

Do Your Research
Look at your competition and their image in the marketplace. Differentiate your logo and brand from your competitors and make sure that it stands out in the crowd.

Prioritize Your Needs
While it is helpful, it is not necessary to get all of your materials at once. If you have a limited budget, consider focusing on a logo, business cards, and a Web site first, and then produce letterhead, envelopes, brochures, and other materials at a later date. With the advent of electronic communication, you can easily e-mail correspondence with an electronic version of your logo. A Web site with just a home page that includes your logo and contact information is better than having nothing Online, but be sure to add more content to the Web site sooner than later. Always include your Web site address on all of your marketing materials and in your e-mail signature.