The Importance of Quality Marketing Material

Take a look at your brochures, catalogs, flyers, business cards, print ads, posters, product packaging, or anything that has your company name, information, or logo.

Now answer these questions:

  • Is your company brand image portrayed appropriately and consistently throughout your marketing material?
  • With each piece, is your message communicated in a strong and clear manner?
  • Does your marketing material provide a way for viewers to find more information about your company if the information they desire is not currently available on that piece of marketing material?

Did you answer no to one or more of those questions? Don’t sweat it because you are not alone. These primary and important points are often missed by many businesses when creating their marketing material. It is important to know theses common marketing material mistakes because remember, marketing material is costly, and not just monetarily. Marketing material designed and created incorrectly or incompletely is costly, not only to your wallet, but to your company’s image, reputation, and opportunities to earn new clientele. Let’s take a look at how to fix these common marketing mistakes.

Fixes For Common Marketing Mistakes

Inappropriate and inconsistent brand image: The first step in remedying this problem is clearly defining your company’s mission and brand image.

  • What is it that your company stands for?
  • How do you want your customers to view or feel about your company?

A good graphic designer will apply this common theme across all marketing materials from the logo, to the font, to the type of material and construction of your product packaging.

Lacking a strong and clear message: Do you have a message or goal set for each piece of marketing material? It can be as simple as wanting your business card to tell people your company’s contact information. Sounds easy right? But what if you used a font style or size that was hard to read? The message is no longer strong or clear. How about your catalog? Having your products shown should be the primary goal right? What happens if there is no organization and your customers cannot find what they are looking for? The message is not strongly and clearly communicated.

No way to access more information: If your customer wanted more information, does each piece of marketing material provide a way to obtain that information? Many companies forget to include a website, a phone number, or even an email for clientele to use to obtain more information. While I’m sure they can look up your company on the Internet, why cause that extra step? Make it as easy as possible for people to know about your company and to find out more information!


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