With just five seconds — or less — to catch a prospect’s interest, you must first get them to notice you. One of the best ways to accomplish this is through the use of eye-catching creative design and clear, concise text.
How do you get there? Try following some best practices for good “creative”:
Focus on the benefits.
Stick to customer benefits in your copy rather than your product’s features. For example, the weight and dimensions of a power drill are far less meaningful than saying it fits securely in your hand with a comfortable grip.
Add contrast to add interest.
Headlines, subheads and quotations will add visual emphasis and draw the reader to your most important information. Add visual contrast by leaving white space and varying the size of graphic elements. For example, two photos of dramatically different sizes on a page are more appealing than two photos of equal size. The “weight” difference also communicates which elements are more important.
Project the right image.
Use consistent typefaces and colors to create an easily identifiable “look” that distinguishes you from your competition. For example, you may want your audience to perceive your company as professional, friendly, corporate, dynamic or cost-conscious. The design you create reinforces these qualities and elicits the appropriate emotional response.
Never forget strategy.
Creative is designed to get results. And you can’t get results without strategy. Here’s how to motivate the desired action:
• Use a targeted list for your direct marketing to avoid waste and reach those most apt to buy.
• Create a sense of urgency. (Example: limited-time offer)
• Use incentives, like cash-back or free additional services.
• Include a clear call to action. Your prospects can’t respond if you don’t tell them what you want them to do or how they should do it. (Examples: Download a white paper, register for an event, make a donation, visit our website or contact us today.)
Talk to us about your creative challenges! Allegra can help.
No matter how careful your organization may be, there’s always a chance for brand inconsistencies to creep into your marketing communications over time as your business evolves or your staff changes. In fact, your organization may be especially vulnerable if:
- You operate several locations
- Your marketing materials are accessed by multiple people
- Your printed materials require frequent updates
Even the smallest breaches in brand consistency, such as differing colors or fonts, competing messaging or confusing wording, can do some major damage. According to a survey by Demand Metric Research Plus, 71% of marketers and brand managers said that brand inconsistencies result in market confusion, 56% said they result in harm to your credibility and 30 percent said they make it harder to compete.
So, the question is, how can businesses, organizations and nonprofits protect themselves from harmful brand inconsistencies? Marketers looking for a better way to manage their brand assets might consider a web-to-print solution (W2P) also known as an online order and print fulfillment system.
Here are four ways e-commerce sites can offer a competitive edge and streamline your organization’s marketing dollars:
- Centralize control.
When brand standards are controlled through an e-commerce website, you can greatly increase the consistency and accuracy of your marketing and sales materials by having your most current versions of documents available to all who need access.
- Increase impact.
Cut turnaround time while you empower multiple users to reach your company’s communications goals. Your marketing gets more relevant when you can easily localize your content for powerful, personalized messaging.
- Monitor spending.
With a system in place, you can track both usage and purchases across employees and offices. This information can be used for further marketing and sales efforts as you determine what’s being used and where you can trim expenses.
- Improve efficiency.
By consolidating your organization’s communications resources, you can leverage your buying power while avoiding the “one off” spending that often occurs in regional offices or with remote employees.
Want better control over the consistency of your brand? Contact your local Allegra Marketing Print Mail to learn more about how a convenient and user-friendly web-to-print solution can better equip you to streamline the ordering and management of your marketing and business materials.
Large signs and graphics make a lasting impression on your audience. Whether indoors or out, there are plenty of trendy options to spice up your signage. Here are a few of our favorite ways to say hello to a new, fresh look that will capture your audience’s attention.
- Walk it out
Make the most of every square foot of informational, promotional or decorative space in your facility. The latest solutions in graphics prove that you’re no longer limited to walls, windows and doors; you can now take advantage of graphics for floor surfaces and even printed ceiling tiles.
- Look outside
Perforated window graphics are a creative way to share your message. A creative twist on an old favorite, perforated graphics present a promotional message when viewed from one side (such as the outside of a door or window) and a clear view when seen from the other (often the inside of a vehicle or building). One-way vinyl graphics replicating frosted glass or displaying a design or scene also add an attractive element of privacy to office or conference room windows.
- Get mobile
Whether they’re on a car, van or trailer, vehicle graphics and decals are some of the most economical ways to deliver promotional messages. Simply parking your vehicle is a marketing tactic! Smaller businesses or organizations without a permanent vehicle or fleet for deliveries or service calls can benefit from repositionable graphics. These are an ideal way to put your marketing in motion and are easily removed and replaced.
From custom design to installation, talk to the signage professionals at your local Allegra Marketing Print Mail about how to make a greater impact with creative sign solutions.
Thanks to advancements in large format printing, creative signage solutions are more affordable than ever. Here are three trendy ways you can spice up your company’s space with eye-catching signs and large graphics:
- Go Green
In many sectors, industry standards dictate certain environmental regulations about waste and materials. Environmentally friendly inks and materials can help you meet your standards and reduce your overall waste. Also, according to Nielsen, two out of three consumers are willing to pay more for products and services that come from companies committed to making a positive social environmental impact. Win-win!
- Explore New Surfaces
Digital printing technology makes it possible to print on – or affix to – nearly any surface for a custom look that fits your brand’s standards in look and feel. Consider a mural for your lobby, floor graphics or even wraps around pillars and posts. A simple change can transform your work space from average to inspiring.
- Add Texture
When it comes to signage that travels with you to trade shows or events, textured backdrops and graphical drapes are two sure bets that can draw foot traffic to your booth. They can even help define a space for your product demos on a busy trade show floor.
Talk to the sign pros at your local Allegra Marketing Print Mail to learn more about your signage options and how they can fit into your budget.
Performing a brand audit enables you to evaluate what your current marketing and communications strategies are (or are not) saying about your brand and provides a qualitative assessment of your brand identity’s overall strength and consistency.
Marketers surveyed by Demand Metric Research Plus said branding inconsistencies result in market confusion (71 percent), damage credibility (56 percent) and make it harder to compete (30 percent).
Brand audits provide the proper intel needed to set a blueprint for the future. Here are some tips for conducting a brand audit that is both informative and focused:
Know your standards. A well-defined set of brand guidelines is crucial for maintaining a cohesive brand identity. When reviewing print and online branding materials, keep a checklist to evaluate proper logo usage, preferred fonts and other stylistic requirements.
Read for tone and messaging. Make sure the verbiage used in your brand communications is up to date and properly reflects the overall direction of the brand.
Prioritize your revisions. As you conduct the audit, be sure to note any branding inconsistencies. Prioritize corrections before creating new pieces.
Embrace technology. Centralizing control with an online ordering system prevents satellite offices from going “rogue” with unapproved materials, ensures proper branding, and saves time and money. For businesses or organizations with multiple locations, a web-to-print or online ordering system is an easy way to oversee adherence to brand standards.
Keep it seamless across all channels. Integrated, multi-channel marketing campaigns are most successful when a brand’s print and digital identity are consistent with one another. Websites, email templates and social properties should always reflect your offline branding, and vice versa with printed brand materials.
Need help conducting your branding audit to ensure your marketing materials are aligned with your brand standards? Contact your local Allegra Marketing Print Mail today.