Let’s talk about print marketing

Let’s take a look at two critical parts of print marketing:

Brochure Printing

Online brochure printing is something you may be considering if you have an event to advertise or you want to enhance your overall brand image. If you are to see success from this marketing campaign, you are going to need to design your brochures effectively. Read on to find out the steps you need to follow. The same process can be followed for the likes of pharmacy leaflets and other industry-specific printing booklets.

The first thing you need to do is have a clear picture of your target audience. If you don’t, you won’t be able to come to decisions regarding the language, tone, design, colour, and message of your brochure. Once you have done this, you then need to outline the purpose of the brochure. What are you aiming to achieve? This will give you a clear sense of direction to use throughout.

After this, consider the content you are going to include. As a general rule, writing should make up about 80 per cent of all marketing communications. You need content that is going to build your brand, influence and inform readers, and ultimately drive sales.

Once you have a good idea of what you want to say, you can then consider the design and layout. Giving the call to action a prominent position is one of the most important things. After this, don’t send your design straight for brochure printing, you need to check it, and check it again and again. Nothing looks more unprofessional than a spelling mistake or a grammar error.

Once you distribute your brochures, you need to measure their success. Asking all leads where they heard about your business is one way of doing so.

Business Cards – Basic Design Rules

Business cards play a pivotal role because they are convenient and give you the platform to network effectively. You will never miss an opportunity if you have your business cards handy. However, you’ll want to ensure you get the basics right in terms of design.

There is nothing worse than a business card that gets the basics wrong. This can be extremely costly and embarrassing for your business. Therefore, let’s take a look at some design rules you simply cannot afford to overlook.

The most important thing is to make your business card readable. You would not believe how many business owners take a design containing fancy, calligraphic fonts and extremely small text to an online printing company, and then they are disappointed when the business card is hard to read! You need to choose simple and professional fonts. Remember, they’re going to be printed on a tiny piece of card, yet they still need to be easy for the viewer to read. Moreover, you need to carefully consider the information you want to convey.

Again, this may sound obvious, but you wouldn’t believe how many people miss out a crucial piece of information, such as their company’s telephone number. Don’t overcrowd the card with information either – it’s only supposed to include the basics. If you’re unsure, ask the business card printing company you’re considering using. They will have the experience to know what looks good on small card and what doesn’t.

Christine Buske is a former academic who left science at the bench, and now considers herself a woman in tech. She is a frequently invited speaker, and enjoys talking about career transformation (particularly leaving academia for the business world), tech, issues around women in tech, product management, agile, and outreach. She is a proud Canadian resident, and qualifies as a "serial expat".

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