Whether you are preparing for a trade show or only want to get your message out to as many people as possible using a combination of direct marketing and print advertising, the options available to you are seemingly endless and can be bewildering. I know we are astonished at the range of products we receive requests to design!
On this page, we have cheated. Hands-up. There, we confessed! If we were to try to list every kind of marketing material out there or that you could conceivably want, we would never reach the end of this page, and it would be very tedious to read. So, we took the easy option and decided to list the main types of materials instead.
Direct marketing is arguably the most over–used marketing strategies around. Here, the use of colour and brand identity to keep the message concise and narrow is chief. This marketing material type covers leaflets, flyers, brochures, direct mail adverts and letters and newspaper and magazine advertising.
Point of sale
POS marketing is usually more generic than direct marketing and often more substantial. POS marketing is conspicuous to attract attention, while customers are distracted by having to do something else—like pay for goods. This type of material can include POS signage, brochures and displays. On a smaller scale, it can involve stickers, badges and free hand–outs, such as loyalty gifts.
Banner marketing covers a spectrum of disposable, non–permanent materials that are easy to change or have a limited shelf–life. They are usually large or medium format and often contain a single message or slogan. This type of material includes banners, posters, retractable banners and flags, non–permanent signage, large–scale display adverts and even calendars.
Office–based corporate identity is discussed in more detail in company stationery and elsewhere on this web site. However, livery is not discussed anywhere other than here. Your brand identity should be a permanent aspect of your corporate identity. Particularly, where you have customer–facing staff and fleets, you should consider a fleet livery, uniform or branded clothing and permanent signage.
Not for the faint–hearted, we coined the phrase ‘frivolous marketing’ to cover all of those small freebies, give–aways and sellable items that can be a strong identifier for your brand. We have all been to trade shows and corporate away–days where everyone is walking around with a branded bag, and suddenly that brand is in the minds of everyone. Similarly, we have all seen someone wearing or using some free branded clothing, high–quality, well–fitting, good material and wanted one for ourselves. Some of us can remember companies that have made their brands shine with unusual cuddly toys saying “Hug” in the corporate typeface and colour.
Then, there are fridge magnets and keyrings….