Leaflet marketing has been one of the staples of marketing and promotion ever since the printing press and process has been invented.
I’ve had many people ask me before about what kind of print media is effective for marketing, and I always tell them that leaflets are one of the tried and tested methods.
There are several reasons for this, one of which being that it is one of the easiest ways to disperse information, as well as one of the cheapest.
Paired with some posters, leaflets can be a truly great tool for advertising.
And even now in 2014, they’ll still work fantastically here are a few reasons why.
Every professional or business owner has to have a business card.
It’s just one of those things that has pretty much become standard these days.
Business cards are so ingrained into society that despite the fact that everything and everyone is going digital, people still have cards in their wallets or pockets as they are very handy when it comes to networking.
It also helps you to come across as professional when you hand a business card to someone rather than just telling them your contact details.
But what does your business card say about you?
I used to own a paper shop and we had a printing machine available that allows clients to print out documents and personalised stationery. As our printing processes became more and more sophisticated, we have managed to find printing and screen printing options that can work for practically any object or material.
While paper prints are still the most common material used for promoting your business, you can try to print other things too at a low cost. These personalized items are great for giving away at conventions and business events, and will often double as free promotion for your company, especially if they are meant to be worn.
Here are some of the most popular marketing materials that you can print on other than paper.
Even schools that use neck lanyards will agree that lanyards are one of the best ways to promote your company or your organisation without requiring uniforms. A good lanyard that prominently displays your company colours and logo is a great way to show them off and they are a great option for giving away at conventions too.
They are quite cheap and affordable compared to other items in this list.
Printed shirts have always been a great advertising option. If you want to print shirts, you may want to consider hiring a professional graphic designer to put together a design for you.
While simple logo shirts are great for companies that are already well established and have a recognizable brand, smaller companies may want to add some additional elements to communicate their brand better.
For someone who wants something a bit more practical, especially during the summer season, a printed hand-held fan is a great thing to give away as promotional materials. In addition to the standard folding fan, some companies now offer circular collapsible hand-held fans that can be folded up snugly.
The circular fans are great for doubling as a brochure too, but be careful not to overfill the fan with information.
A bit pricier than the other options here, a printed umbrella is a very practical item to use as an advertising tool. Granted, most people will only see your ad while it is raining, but it is a great way to have a moving advertisement on the streets.
Umbrellas are best given away for special events or as a prize for the company, but well established brands can sell them too for additional profit.
Office mugs and the like are a standard for many companies but it may not be the most effective option any more considering how many coffee mugs people receive over the holidays. I suggest that you only give away printed coffee mugs as part of your advertising if your company is directly related to the coffee industry.
Even bakery shops and confectioneries can create their own personalized mugs if they like.
Now here’s a Video about How to Design Effective Marketing Materials for Print and Web Sites Using AIDA Formula…
You have heard it hundreds of times before: the logo you started with is the one that you should stick with forever. However, I believe that you should change your professional logo or your company for a variety of reasons.
After all, when it comes to marketing, especially on print ads, business cards, and websites, your logo is your company’s signature – it your company’s face. That is why your logo can often make or break your design, and poorly designed logos can look unprofessional and unattractive.
For example, I once came across some facilities for business meetings in Leeds City Centre. For same strange reason, they had an atrocious looking logo that is reminiscent of clip art from the late 90s. This kind of raw design aesthetic not only looks unprofessional, but is downright ugly. I felt that I could not rent their business meeting facilities Leeds, as I felt unsure over whether they are even a trustworthy company. Their logo simply did not make a good impression.
However, a couple months later, I revisited the place and was pleased to see that they have hired a real graphic artist to redesign their logo for them. Not only does it look better, but it also made their venue more visible, as the logo truly caught your eye, even if you are speeding past them in a car.
So if you still need convincing about changing your logo, read on.
Your Logo is Poorly Visualized
A poorly visualized logo is a weak logo. Sometimes you need to go with something that is cleaner, more attractive, and is capable of drawing the user in. Remember that logos are best when they are recognizable even from afar, and do not lose their integrity even if placed in grey scale.
Re-branding is Required
Re-branding is usually not a good idea but sometimes it can do a lot for your logo. For example, the Museum of London’s original logo consists of a boring red box with the text “The Museum of London” written inside. However, they wanted to re-brand it into something more hip and new, something that was in line with the times.
Their clever new logo looks like a layered set of amorphous blobs in different colours, but it actually represents the shape of London and how it grew over the years. It is a history lesson and a striking logo all in one.
Your Company Merges with Another
It is not uncommon for one company to merge with another. If this happens, the original company may want to re-brand themselves to reflect their new business partnership. Sometimes, companies merely decide to merge their logo with their parent company, but some go with something completely fresh and new.
We’ve covered business cards before, and just how useful they can be. We’ve discussed about just how important they can be, and just how effective they can become when it comes to marketing yourself as a person and also for marketing your business (or your professional services).
But it doesn’t, and shouldn’t, stop at just your business cards. You can’t get by in the professional world with just a well-designed and nicely printed business card—you need to back it up with the way you look and the way you act as well as the way you present yourself to the world.
So how can you look professional—well, other than by having a professional business card of course?
The first and most important thing you can do to look professional is to make sure that you have certification in whatever it is you claim to be an expert in.
So, if for example you are in the field of business (perhaps coaching) and you are wanting to appear more professional, then having a business coaching certificate really helps.
Having something on your wall that can give your clients or potential clients confidence in you is a really good idea and really makes you appear not only professional, but also credible.
You will not appear professional if you dress yourself sloppily. If you are trying to conduct business and go to a meeting with higher ups and you are dressed as if you are going on a lazy Sunday stroll, you will never get anywhere.
People will take one look at you and never take you seriously—so if you are going to a business meeting, dress for a business meeting.
If you are appearing in front of people to give a speech, then dress as if that is what you are about to do. Don’t dress as if you are just going to the grocery store to pick up some apples.
Confidence is half of what makes a professional business person. It doesn’t matter whether you are a man or a woman—if you are confident, it shows. It makes you appear professional, competent, approachable and skilled.
Of course just make sure that you can back that confidence up with skill. Be careful not to look over confident, however, as if this is what you do then you will put more people off than anything else. Not good when you are trying to make good business connections.
There is no reason to give out business cards and present yourself as something if you cannot deliver what you promise. In most cases, that can be called fraud—don’t do that to yourself and give yourself problems in the long run.
If you want to be professional then you need to be able to deliver on your claims—there is no reason for you at all to not invest in your own skills and talents, after all. This is the foundation of your profession.
Now, we talk about printing and marketing a lot but we have not discussed how paper and paper stock affects your print materials, and subsequently, the effect that you have on your target audience.
Whether you are designing for a client or for a casual acquaintance, the paper stock is likely one of the first few things that someone will notice. Even if you have a beautiful, eye catching design, choosing the wrong type of paper can cheapen the overall look of your design.
In fact, choosing a great piece of paper stock can make even the cheapest print materials look stunning. It can also allow you to portray a certain feel.
For example, matte paper is a great choice if you want a clean, professional finish for a banking company. However, choosing a colourful glossy paper to advertise a science day camp for the school summer holidays, can make your add seem more urgent, fun, and exciting.
Here are a few examples of the different types of paper stock and how they are used. Note that these can come in varying thickness and weights, depending on what is available at the printing company that you have chosen.
Some can vary from 90 GSM to 420 GSM.
Probably the most common paper stock, this paper has a smooth, matte surface and can be used for a large variety of different types of print materials. Thicker varieties between 280 GSM and 420 GSM are great for business cards.
Another popular paper stock, linen paper has a very distinct fabric-like texture that looks neat and elegant. It is a favourite for weddingc invites and other formal events.
A rough, uneven surface that can be used for decorative designs. It often only features texture on one side of the paper.
Particles paper also has an uneven texture but it is somewhat smoother. It is often made of recycled paper so it has a nice environmental feel to it.
Vintage craft paper
Vintage craft paper has a very distinctive look. It has many fibre strands embedded in the paper, and has a light, textured surface.
Pearl paper has a smooth, iridescent quality with very fine, smooth glitter mixed in. It gives the paper a distinctive, glowing sheen.
Nouveau paper is a heavy paper stock. It is quite neat in appearance but has a tendency to absorb a lot of ink during printing.
Metallic paper has a layer of metallic glitter or foil that makes the paper seem bright and shiny. It is a very decorative type of paper because of its flashiness.
Glossy paper has plastics mixed into the paper or coated over to give it a high gloss sheen. It is a popular paper stock option for a variety of various print materials, including magazines and brochures.
Glossy paper is more resistant to water damage than other types of paper stock.
Now that we know what your business card says about you, we have to make sure that your card says the right thing about you. Gone were the days of stuffy business cards that only featured a plain white card with your name and contact details on it.
Nowadays, attractive new designs use a variety of different techniques. You can now experiment with different paper types, cuts, and finishes.
You can go for a glossy or a matte business card, or even have one with embossed designs and perforations.
When making a good business card, you need to have the correct balance of beauty and readability. After all, when designing a good business card, you need to show off your name, company name, and contact details, while simultaneously making an impression.
For example, if you have a company that specialises in selling large breed dog food, you can go for a nice card with your company’s colours and logo featured on it. You can apply a large dog footprint on your paper by embossing it onto the paper, so it looks as though a large, heavy dog stepped on your business card. It is entertaining and attractive while still functional.
Here are the elements of a good business card:
You need to have a very clear focal point for your business card. Your business card’s focal point is almost always your name or company name.
Place your name in a prominent position on the card, such as the center or the upper left corner. The font used should be bigger than the rest of the details on your card for emphasis.
Your business card should be readable because it will allow the person looking at your business card to take note of your contact details. This is especially important if you plan to include a lot of different contact details, ranging from your cellphone, your office address, to your email.
It is also a good idea to add a QR code to your card, since smart phones are widely available. In the QR code, you can add other contact details such as your Facebook and LinkedIn accounts.
This prevents your business card from becoming too cluttered, which lowers its readability.
Using a balanced design for your business card is preferred. It should be beautiful without looking too cluttered.
Generally, people prefer to use minimalist design aesthetics on a business card. You can also experiment with various paper effects such as gloss, embossing, and foil lettering.
Some even experiment with different shapes, but it is always convenient to avoid straying from the standard card size. After all, business cards can pile up over time so they should be easy to keep in someone’s wallet or card holder.
Instead, try scalloped edges or rounded corners. You should also try different colours and make sure that you add a sufficient amount of negative space.
Negative space prevents your design from becoming muddled, and makes your business card look much more professional.