Kathy Jacobs Design and Marketing

Marketing Materials

There are a lot of options for marketing materials.  Deciding on which ones you want to use really depends on your target market, your budget, and your time.  Presenting a professional appearance to potential clients or customers is important.  People do judge a book by its cover.  What you produce to advertise your business tells your customers a lot about your business – how you run it, how seriously you take it, and how they are going to be treated.  So, take a few things into consideration when creating marketing items for your business that will help put a good face to you and your business.

  • Be sure to spell check everything!  Misspelled words stand out on a page.  Although everyone does it, with spell checking capabilities available in every word processing program, there is no excuse.  However, don’t forget, sometimes computers can’t guess what you mean, so have a few friends or family members proofread your text for grammatical and contextual errors too. 
  • Make sure that your business information is correct. Check your phone number, address, website address, and any other pertinent business information. You want to make it easy for people to find you! If you have information that changes frequently, like seasonal prices, think about ways you can refer to that information without explicitly stating it on printed material.  Information that changes rapidly will put your printed material out of date quickly.  There is nothing worse to a potential customer to appear at your business expecting to pay one amount only to find that the price has changed. It’s not a good way to start what should be a great customer experience.
  • Print in color. It adds a sense of professionalism to your materials and shows a commitment to your business.  These days, printing in two colors isn’t that much more expensive than printing in black and white.  Printing in four colors is even attainable for smaller budgets; however, quantity really makes a difference in price. Talk to your favorite printer to get some estimates.
  • Don’t include all of the information about your business or too many photos.  Print material only allows you a certain amount of space. Include the most important points, the information that tells the customer who you are, why you are unique, and why they should come visit your business or do business with you. Focus on your benefits to the customer. Then be sure to include contact information.  If the marketing piece was created well, you will have the customer’s interest, they will go online, e-mail you, or give you call to find out more. Printed material should pique the interest and point potential customers to other avenues for more information.  Cluttering up small spaces only loses the interest of potential customers.  If it is hard to read or if the message isn’t clear, you have wasted your advertising money.
  • Always keep an eye out for other people’s marketing materials that really strikes you.  If something grabs your attention, take a good look at it.  What is it that makes the impact? Learn from what’s around you and take in advice with regard to your own materials.  Before spending a lot of money on printing brochures or fliers, get as much input as you can from family, friends, and other business owners.   However, know when to draw the line.  Too much input can be confusing.  Design is a personal thing and everyone has their own taste.  Be sure to ask for an explanation on their opinion.  Comments such as “I don’t like the color,” really aren’t helpful without a justification.  Does the color evoke a negative emotion? Do the chosen colors not complement one another?  And remember, the final decision should always be yours.

Where to put printed marketing materials

Depending on who your target market is, there are a lot of options for printed media. However, if you haven’t determined who your customer is, you can spend a lot of money blanketing populations of people and be missing those potential customers who are actually interested in your business!

These are listing of a few different places to market and types of marketing materials

  • brochures
  • posters
  • fliers
  • direct mail
  • magazines
  • newsletters
  • trade shows
  • welcome centers
  • chamber of commerce
  • newspaper
  • visitors' bureaus
  • telephone book
  • radio
  • television
  • Internet

Mississippi Brochure Distribution Policy Procedure
If you would like to get your travel-related publication distributed at Mississippi Welcome Centers, visit the Welcome Centers Bureau Distribution Policy website.