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Effective Sales Materials: 3 Questions to Consider

Marketing Strategy

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Pickering Creative Group is a marketing communications firm providing client-focused solutions in the areas of marketing, graphic design, website development, and tradeshow exhibits.

Strategy and creativity have long led the way to success in science, art, business, and industry. Today, these two fundamental elements are the guiding principles of all we do at Pickering Creative Group.

At Pickering Creative Group, our research, analysis, and expertise result in sound marketing and communication strategies that become the foundation for your success. These strategies are realized in our work, infused with engaging creativity that breaks through the clutter, captures attention, and motivates action.

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Effective Sales Materials: 3 Questions to Consider

Effective Sales Materials: 3 Questions to Consider
Wed, 02/27/2013

You’re in the middle of a sales meeting and a potential customer asks, “Do you have more information about that?” Enter sales and marketing materials. Whether you’re a new company or an established business, sales and marketing materials increase the credibility of your product or service and provide valuable information to potential and current customers.

Before you begin designing a new brochure or sales piece, you need put some thought into the process. Think about your end result, how you will use the piece, and what you’ll incorporate as a call to action.

To get started, consider these important questions:

1. What is the purpose of your piece?

Writing down the purpose of the piece as well as the expectations for the sales team’s use of the piece will help determine the content, arrangement of images, and appropriate call to action.

2. What size and orientation will help differentiate your company?

The days of an 8.5x11 tri-fold brochure are quickly changing. Companies want to set themselves apart from their competitors. A different sized brochure or sales piece is a creative way to do that. Pickering recently partnered with Not Afraid to Sweat Detasseling to create a 4x6 trifold brochure that folds out horizontally and contains a small bag of microwave popcorn on the inside of the piece. This piece challenges the traditional shape and orientation while adding an element of fun brand recognition.

3. What is the consistent look and theme of your brand?

A brand’s consistent look and feel allows customers to easily identify your company while increasing brand credibility. This is especially true if your company utilizes additional marketing channels outside of mere sales collateral. Pickering has worked with many companies, such as Christian Heritage, to build consistency among printed materials, billboards, and online marketing. You’ll notice a strong brand consistency for the materials developed for Daycos and Central Virginia Orthodontics as well.

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