Tips & Tricks
Marketing can be a handful. Here are some pointers to help you avoid some of the most common pitfalls.
Don't forget your contact info.
I know that sounds pretty obvious, but you wouldn't believe how many designs have been submitted without a phone number, website, or address. Make sure you include all the information you need your target audience to have, and feel free to exclude extraneous contact info. If you want them to call you and not email- it's ok to leave off your email address! If you want them to come to your store, make sure you have an address on there!
- Phone number
- Email Address
- Business Hours
- Date (if you are advertising an event or sale)
- Business Name and/or Logo
Nothing screams amateur like a postcard or business card with a misspelling so whether you create your own design, or you have us do it, make sure to proof everything before it goes to print. Double check that all dates, addresses, and phone numbers are correct! We highly recommend that you have someone who has never seen the design to proofread it as well. They might notice something you don't since they have a "fresh" set of eyes. In fact- the more people you can have proof it the better!
Print looks different than your screen.
Be prepared that your final product may look a little different than what is on your screen. For one, paper is a little bit different than light being projected from your monitor. Secondly, your monitor may not be perfectly calibrated. Your monitor operates in RGB, while printers print in CMYK, so there will usually be some differences when a file gets interpreted for the printer. There is always variation in 4 color printing. In fact- you may get postcards within the same order where one looks a little more green while another is a little more blue. This is totally normal! To get the best idea of how your file will look, work on a calibrated monitor, and set up your files in CMYK.
Include a Call to Action.
Give your customers a reason to call you now. Are you having a sale that ends on a certain day? Is there a limited supply? Do the first 10 people to respond receive a special bonus? Consumers are regularly inundated with advertising. It is really easy for them to put yours aside, assuming they will follow up "later." Your marketing materials will be more effective if you put some sort of call to action to get your prospective customer to act now!
Repetition, Repetition, Repetition!
This may be one of the most powerful things in marketing! Repetition helps build credibility and top of mind awareness. Sending out a series of postcards is more effective than sending out just one. As you continue to reach your audience, you will begin building brand familiarity, and hopefully your potential customers will be more comfortable choosing you over your competitors. Also, sending out multiple pieces as part of a campaign makes it more likely you will reach your customer at the time when they are ready to buy your product or service.
Less is More.
While you may be tempted to tell our audience everything about ourselves and our product or service, you don't want to drown out your main message by putting too much information. You only have your viewers attention for a really short amount of time, so make sure you don't make it difficult for them to understand. The main message should prominent and clear. Try to remove any superfluous wording and information. Try and stick to only the most pertinent information to create a neat and easily understood design.
Use Quality Images.
Make sure your images are hi-res. A photo that is fine for the web may break apart or look pixelated in print. If you are putting together your own design, make sure you use quality images. You may think you are saving a few bucks by using a picture you took yourself, but in reality you may be weakening the image of your product or brand. Work with a professional photographer that has the correct equipment and expertise to create a quality image, or if you are going to create the photo yourself, make sure your subject is well lit, and your camera is set to take a high resolution photo. There are tons of stock photography sites out there with quality images at really reasonable prices. Polish your design with a great photo!