If you ask most people about ideas for promoting your business, they will talk to you about flyers and other printed materials. With the ready availability of high street instant printers, there is lots of scope for even the smallest business to create great promotional materials. Here are 8 tips to make sure you get it right:
- First, consider the materials that are used every day within your business. Do they reinforce your current marketing campaign or back up your brand values?
- Do you love your promotional materials? When you and your colleagues attend networking and business meetings do you have business cards and flyers to hand out that you are proud of, or do you apologetically explain that you need to get them updated?
- What’s the: “Who, what, where, when, how and why” of your promotional materials? Asking yourself these questions will make sure you don’t waste your money, and help you know if you are using the right thing at the right time.
- What results do you get from each type of promotional material that you are using already? Keep track of these figures and tie them in to the cost of producing the materials and the time taken to distribute them.
- Do a quick audit of the materials you use to promote your business already. Make a list of the regular materials that are used. When and where do you use them? Does each item have a clear call to action? This could be as simple as ‘Book Now’, or if you want to encourage people to act in a timely manner ‘Book within the next 7 days to get 10% off’, or whatever offer you want to make.
- Are all your promotional items are clear and legible? Use larger print and fewer words to make sure that every patient can read your materials. RNIB suggests 14 point as a minimum size for easy reading.
- Aim to keep your promotional messages short and simple. Whether you have a banner outside your store, an A-frame stand, or a devising copy for an advert in the newspaper, cut back on long words. As you review promotional materials, wield your red pen. Score out unnecessary adjectives and stick to facts. Strike through jargon, and try to find a simpler way to say things.
- Finally, look at the visual aspect of your promotional materials. Do they reinforce a coherent brand for the business? Do you have consistency in colours, logos and images? Look at attractive promotions for other businesses and see how yours match up.