To a business owner, business collateral like business cards, letterhead, brochures and the like are the least of their worries.
For the most part, this kind of collateral only holds a sense of knowing neglect in the business owner’s mind, but the fact is, it’s this collateral which is on the front lines of the business. It is often the first touch for prospects to experience the company. Is the first experience with your company a pedestrian, templated business card or a sales packet that might as well be on the back of a bar napkin?
The careful development of professional-level business collateral is essential to elicit follow-ups and eventually making those critical early sales.
Here are a few tips to avoid marketing and business collateral that is forgotten as quickly as it is received:
Don’t use templates
Everyone uses templates. Stand out from the crowd with something different. Consider changing the orientation of the card, rounding the edges, adding a glossy front and back, print the card in full gradient color, use your imagination.
Don’t order enormous print runs
There is always a discount for quantity when you are ordering a large print run, but consider running a number of shorter print runs. Each of these shorter print runs could showcase the company’s values in different lights, offer time-sensitive quarterly promotions, or just stay up-to-date with changing addresses, phone numbers, etc. The quantity discount from the printer is negligible when you consider the freedom of more, smaller runs.
Target your collateral
Often business owners will sell into a variety of markets and to a variety of customers. In order to make their message reach this wide audience they will often generalize. This becomes generic and loses all impact. Instead, treat your business collateral like any other marketing messaging medium. Target your message to the specific market or buyer. Consider having sets of business cards for trade shows, letterhead specifically for internal use, and separate sales brochures for distributors and the end buyers.
JDM offers a corporate identity package for young companies experiencing a corporate identity crisis. It includes a suite of activities including:
JDM realizes that you have bigger things to worry about, so our bids include everything to take the project from the back of the napkin to production including: creative, content, printing and shipping.
You might be a small or start-up company, but you don’t have to look like one.
(Check out more Tips and Tactics from JDM)