Costco Connection - September 2010

Put it in writing
The importance of
marketing materials
By Tracy Schneider

GIVEN THE MANY and varied forms of electronic communication, you may consider printed marketing materials to be a thing of the past. But nothing could be further from the truth. ;ough you may spend a good portion of your marketing time online with Facebook, LinkedIn, Twitter or even all three, in the world at large a small business still makes its mark with the printed word. Imagine attending a business meeting, conference, even a Tweetup (a meeting of people who use Twitter), without a business card to hand out. “You need marketing collateral that you can leave behind,” explains Amanda Cooper, a Costco member and principal of her own public-relations and marketing ;rm in Victoria, British Columbia. “You need materials that convey your message, materials that represent your business accurately and professionally.” Here’s how to best take advantage of the printing options available now.

Choose marketing materials you will use. With business cards, letterhead and envelopes at the ready, you can respond to most any inquiry quickly and professionally.

A simple brochure or a one-page sell sheet
gives you the opportunity to

The Costco Connection Costco Print & Copy Centers in nine locations have great prices and fast delivery on quality business stationery. Check the specialty services grid, page 73, to determine if there is a Print & Copy Center near you.

expound on your key messages, share contact information and do it all in an easy-to-read, graphically interesting way. Marketing specialists will tell you to purchase only the materials you know you will use, and today’s short runs allow small businesses to purchase the small quantities they o;en need. You may go through 1,000 business cards in a year, but only 250 pieces of letterhead and envelopes. No need to waste dollars and paper on material that will go unused or become outdated.

Choose a layout that attracts attention. In print as in person, ;rst impressions count. An attractive, eye-catching, professional look for your business will help build your brand as you build your reputation. Don’t stint on design. Graphic designers know the hows and whys of choosing one illustration, photograph or typeface over another and how to pull them all together to create a compelling marketing piece.

Fortunately, ;nding design services to ;t your budget is easier than ever. In addition to local, professional graphic designers and aspiring design students, crowdsourcing sites such as crowdSPRING ( www.crowdspring. com) and 99designs ( 99designs.com) o;er a whole new way to purchase design services. “Crowdsourcing creative jobs has become very popular,” notes Cooper. “It’s easy as well. You post your design project, set your price and then watch as designs are submitted from around the world.”

Choose language that compels the reader. Choosing the right words to promote your business is as important as creating the right graphics. If you’re writing a one-page sell sheet, for example, you’ll want to think about the key points that best highlight, di;erentiate and promote your business. What sets you apart from your peers? What makes you better than the competition? Why do customers like to work with you? If ;nding those words turns out to be harder than it sounds, you’re not alone. Try recording yourself explaining your services to an imaginary prospect, then use your spoken words to help write your copy.

;ough it may seem counterintuitive in today’s increasingly paperless o;ce, printed materials are still essential marketing tools. ;ey have a staying power not necessarily found in electronic communication, where information can be easily overlooked or deleted. With business cards, brochures, sell e only 250 pieces of letterhead and envelopes.

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Look for a template that reflects your
company, not necessarily one that
pleases you personally. •Is your business conservative and
reliable? Innovative and cutting edge?
Identify your style and the traits you
want to project. •Symmetrical designs tend to be con-
servative. Asymmetrical designs are
less buttoned-down. If you do business
in the world of banking, accounting or
law, opt for symmetrical designs over
asymmetrical. •Colors have meaning. Blue conveys
strength and confidence. Red conveys
power. Find out the preferred colors in
your industry and choose similar hues. • You can’t go wrong with a simple
design. It won’t harm your image. But the
wrong design will send the wrong mes-
sage. Stay away, for example, from tem-
plates that are too sweet or cutesy.—TS
Choosing a template

BECAUSE OF BUDGET constraints, time constraints or both, you may decide on a template for some or all of your marketing materials. Costco member Caroline de Gruchy, CEO of C.R. Visuals, a graphic and 3-D design firm in Kitchener, Ontario, offers some helpful tips. •Separate yourself from your business.