How to Integrate Your Signage, Direct Mail and Brochures For a Consistent Message

Is your promotional message constantly maintained? Businesses of all sizes and scopes make use of various marketing mediums to reach their target audience, but rarely is the propagated message the same from brochures and direct mail to point of sale signs.

Unifying all your business's marketing channels into a single, resolute message is a supreme method to enhance your response rate, and in turn achieve greater value from your marketing investment.

If your enterprise is presently employing varied graphics, headlines, and copy for every distinct marketing platform, you're missing out on the potent synergy only achievable through synchronized marketing.

In this article, we present four straightforward, efficient, and viable techniques allowing you to bestow a unified and effective message via each marketing platform employed by your business, optimized to generate results.

Stay Consistent with Your Brand's Colors, Fonts, and Style

Imagine Coca-Cola. What comes to mind? Numerous individuals would think of a red background, white lettering, and a classic script font. These are all crucial aspects of Coca-Cola's branding.

The simple reason behind this strong tie between the product and its branding is that Coca-Cola invariably utilizes the same pictures, styling, hues, and fonts in all advertising, regardless of the marketing platform utilized.

When your enterprise unswervingly employs your brand's colors, fonts, and other key styling components across various marketing channels, it forms an imprint instantly correlated with your company.

Maximize your marketing investment by creating a coordinating impression between your utilized marketing channels, resulting in a consistent aesthetic distinctly tied to your business.

Keep Your Message Brief, Clear, and Uncomplicated

Effective marketing messages are brief and plain. This isn't just because succinct messages are effortlessly recalled, but also because brief messages are generally appropriate in far more scenarios than longer and more complex ones.

If your marketing message requires five extensive paragraphs of detailed, descriptive content, it's unlikely to serve well across platforms. Possibly effective for direct mail, but certainly less so for retail signage or banner advertisements.

Conversely, if your marketing message boils down to just five or six phrases, it's adaptable for any platform. It can remain as-is for signage or can be elaborated into an extensive sales pitch for direct mail or email marketing.

The heart of effective merged marketing lies in having a message constructed to function on any platform. Ensuring your marketing message is brief, clear, and uncomplicated helps it serve equally well on a retail sign or within a brochure.

Develop Varied Perspectives on a Single Message

What's the prime message of your advertising campaign? Since each marketing medium has unique merits - some are superb for comprehensive text, others shine with brief messages - it's crucial to develop various perspectives on a singular message.

Consider marketing a product that betters users' health, like a dietary supplement. One superior method to amplify interest in it is to target a different perspective with each marketing medium at your disposal.

In print, given the allowance for considerable detail, you discuss how your product has benefited other individuals. With signage, maintain simplicity by declaring its main advantages. In direct mail, spend time discussing the key benefits and strong points.

By presenting various perspectives on a singular message - such as how your product can improve health - you can fully utilize each marketing medium, yielding superior results from your marketing investment.

Start on a Smaller Scale, Followed by Cautious Expansion onto New Platforms

Operating a campaign that spans ten or more mediums, including direct mail, TV, retail signage, etc., can be a daunting task. The wider your campaign, the more intricate it becomes to confirm that all propagated messages are constant and efficient.

Owing to this, it's wise to initiate with a handful of marketing mediums and slowly expand onto new platforms.

Select two to three marketing mediums that best complement your product or service. As your enterprise gains proficiency in effective utilization, cautiously expand onto other similar platforms.

Several marketers fall into the trap of stretching their campaign too thin by using too many diverse channels. It's wise to concentrate on what's effective initially, only expanding to new channels when suitable, rather than expanding prematurely.