Creating Effective Marketing Materials 1

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Creating Effective Marketing Materials 1

  1. 1. Creating Effective Marketing Materials
  2. 2. Fact: More than 91% of organizations use print materials to market themselves. Print Materials Reflect Your Business
  3. 3. Section One: Marketing Basics
  4. 4. <ul><li>Who Is My Audience? </li></ul><ul><ul><li>New Prospect </li></ul></ul><ul><ul><li>Client </li></ul></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><li>Colleagues </li></ul></ul><ul><ul><li>Community at Large </li></ul></ul>Section One: Marketing Basics
  5. 5. <ul><li>What Are My Objectives? </li></ul><ul><ul><li>Educate and inform </li></ul></ul><ul><ul><li>Build brand awareness </li></ul></ul><ul><ul><li>Sell a product, service or idea </li></ul></ul>Section One: Marketing Basics
  6. 6. <ul><li>How Do You Want To Be Perceived? </li></ul><ul><ul><li>Exclusive </li></ul></ul><ul><ul><li>Responsive </li></ul></ul><ul><ul><li>Price Leader </li></ul></ul><ul><ul><li>Global Vs. Local </li></ul></ul><ul><ul><li>People Vs. Product Oriented </li></ul></ul>Section One: Marketing Basics
  7. 7. <ul><li>Focus On One Or Two Key Messages </li></ul>Section One: Marketing Basics
  8. 8. Section Two: Type and Design Guidelines
  9. 9. <ul><li>Improve Readability Through Type </li></ul><ul><ul><li>Uniformity is best </li></ul></ul><ul><ul><li>Don’t mix too many typefaces </li></ul></ul>Section Two: Type and Design Guidelines
  10. 10. <ul><li>Different Typefaces Convey Different Personalities </li></ul><ul><ul><li>Match the style to the message </li></ul></ul><ul><ul><li>Use serif styles for body copy </li></ul></ul>Section Two: Type and Design Guidelines Elegant Corporate STRONG generic FASHIONABLE FUN
  11. 11. <ul><li>Large Type Is Not Always Easier To Read </li></ul><ul><ul><li>It can appear clumsy and halting </li></ul></ul><ul><ul><li>Strive for balance and consistency </li></ul></ul>Section Two: Type and Design Guidelines
  12. 12. <ul><li>Large Type Is Not Always Easier To Read </li></ul><ul><ul><li>It can appear clumsy and halting </li></ul></ul><ul><ul><li>Strive for balance and consistency </li></ul></ul>Section Two: Type and Design Guidelines
  13. 13. <ul><li>LARGE AMOUNTS OF TYPE IN CAPITAL LETTERS SLOW THE READER BY 10% </li></ul>Section Two: Type and Design Guidelines
  14. 14. Section Two: Type and Design Guidelines <ul><li>Large Amounts Of Type In Capital Letters Slow The Reader By 10% </li></ul><ul><ul><li>Use upper and lower case to move the reader’s eye easily </li></ul></ul>
  15. 15. <ul><li>How To Use Reverse Type </li></ul><ul><ul><li>It’s not for large blocks of body copy </li></ul></ul><ul><ul><li>Be careful when reversing small type </li></ul></ul>Section Two: Type and Design Guidelines
  16. 16. <ul><li>New Rules For Word Processing </li></ul><ul><ul><li>Leave only one space between sentences </li></ul></ul><ul><ul><li>Replace two hyphens -- with one dash – </li></ul></ul><ul><ul><li>Use bold or italic s instead of underline </li></ul></ul>Section Two: Type and Design Guidelines
  17. 17. Section Three: Making an Impact with Color
  18. 18. Section Three: Making an Impact with Color <ul><li>Adding Color Will Add Interest And Appeal </li></ul><ul><ul><li>Color can improve reader recall by 30% </li></ul></ul>
  19. 19. Section Three: Making an Impact with Color <ul><li>Color Improves Your Image </li></ul><ul><ul><li>Color adds to the perception of quality and can help improve recognition for your company </li></ul></ul>
  20. 20. <ul><li>Color Helps Direct the Reader’s Eye </li></ul><ul><ul><li>Use color to make an element stand out and to pull your reader through your piece </li></ul></ul>Section Three: Making an Impact with Color <ul><li>Color Helps Direct the Reader’s Eye </li></ul><ul><ul><li>Use color to make an element stand out and to pull your reader through your piece </li></ul></ul>
  21. 21. Section Three: Making an Impact with Color <ul><li>Color Imparts A Feeling Or Emotion </li></ul><ul><ul><li>Conservative </li></ul></ul><ul><ul><li>Happy </li></ul></ul><ul><ul><li>Calm </li></ul></ul><ul><ul><li>Somber </li></ul></ul><ul><ul><li>Excited </li></ul></ul>
  22. 22. Section Three: Making an Impact with Color <ul><li>Use Four Color For Photographs Or Illustrations </li></ul>
  23. 23. Section Three: Making an Impact with Color <ul><li>Two Color – Such As Duotones – Can Create A Certain Mood </li></ul>
  24. 24. Section Four: Creating an Effective Layout
  25. 25. Section Four: Creating an Effective Layout <ul><li>Ideas Are Everywhere </li></ul><ul><ul><li>Look for styles you like and refer to them when creating layouts </li></ul></ul>
  26. 26. Section Four: Creating an Effective Layout <ul><li>Basic Layout Guidelines </li></ul><ul><ul><li>Create balance with consistent margins </li></ul></ul><ul><ul><li>Don’t be afraid to leave some white space </li></ul></ul><ul><ul><li>Highlight key elements with graphics, bold type, rules or boxes </li></ul></ul>
  27. 27. Section Four: Creating an Effective Layout <ul><li>Choosing The Right Paper </li></ul><ul><ul><li>Paper can add credibility and reinforce a message </li></ul></ul><ul><ul><li>Ask your printer for samples and suggestions </li></ul></ul>
  28. 28. Section Four: Creating an Effective Layout <ul><li>Paper Surface Affects Printing </li></ul><ul><ul><li>Bright papers improve range of contrast </li></ul></ul><ul><ul><li>Coated papers enhance four-color printing </li></ul></ul><ul><ul><li>Textured sheets work well with line drawings, duotones and spot color </li></ul></ul>
  29. 29. Section Four: Creating an Effective Layout <ul><li>Proofread Everything </li></ul><ul><ul><li>Typos and poor grammar interfere with your message </li></ul></ul><ul><ul><li>Use your spell check program </li></ul></ul><ul><ul><li>Implement a proofreading system </li></ul></ul>
  30. 30. Section Four: Creating an Effective Layout <ul><li>Final Thoughts </li></ul><ul><ul><li>Review your market assumptions </li></ul></ul><ul><ul><li>Follow these basic guidelines for layout and color </li></ul></ul><ul><ul><li>Avoid the ordinary – take a fresh look </li></ul></ul>
  31. 31. Need More Information or Advice?
  32. 32. Contact Cathy Harris Mail: 10790 W. 50 th Ave. Ste 700 Wheat Ridge, CO 80033 Phone: 303-339-7022 (office) 303-489-2729 (direct) Email: [email_address]

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