Sales and marketing communications professionals are taught that there are five major factors that influence the final cost of any marketing or sales materials – quality, visual appearance, utility, return on investment and surface area. However, many salespeople ignore the fifth major factor: surface area and volume. Often, sales materials are ordered in bulk, without being analyzed to determine their final retail cost. The result is that they exceed the initial order limit, at a higher cost than originally planned.
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The most important factor affecting sales and marketing communication tools is color selection. Visual appearance, or appearance as it relates to audience recognition and receptiveness, is a very important marketing tool. If the audience does not recognize a product, service or logo, it will not be purchased or even remembered. In addition, if potential customers do not see or feel a product or service that interests them, it will not want to purchase it either. In short, appearance and perceived utility are directly related to sales. Fortunately, there are several techniques that can be employed to improve sales and marketing communications effectiveness.
Color is an easy way to enhance sales and marketing collateral. When using printed material for sales and marketing, it is important to remember that the size of the print on a product or promotional material directly relates to its perceived effectiveness. The larger the size of the piece, the more likely it is that it will be effective in communicating the message. Conversely, small and compact products with little or no text will have a lesser perceived effectiveness. As a salesperson or marketing planner, you will want to consider what impression you are creating by the size and shape of the piece. This can go a long way toward determining which options are more effective and which ones are less effective.
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Shape can also affect the impression that customers have of your materials. For example, rounded shapes are more visually appealing. People are drawn to items that are rounded, which makes them seem more inviting and friendly. Similarly, square and rectangular shapes are generally considered less appealing than other shapes, although some exceptions do exist.
Surface area and volume worksheets are one of the many tools available to marketing consultants to help them determine which shapes, colors, and patterns appeal most to customers. However, the key is to know which worksheets will draw the most interest. This requires being able to communicate with your audience so that you are not creating marketing messages that are ignored. You should also be prepared to adapt these worksheets as your audience changes and grows.
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The size and shape of your business cards, posters, and brochures also influence the impression that potential customers form about your business. These items are very visible, and they can make or break a sale. It can be easy to make the mistake of assuming that the biggest, best, or cheapest cards are the most effective. However, by simply altering the surface area of your marketing materials you can easily see a difference in conversion rates.
For example, if you are using business cards as a part of your marketing strategy, consider purchasing plastic ones that having slightly smaller surface area. In order to see an effect from this, it is crucial that you focus on the center of the card. This is where you will want to put your company logo. It may also be a good idea to include a picture as well. If your image is strong and pertinent to what your business represents, it will be even more effective.
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The same concept is true for any type of advertising material that you use. In order to reach your audience and create a positive effect for your company, it is important to use worksheets that are designed to focus on the most effective elements of your marketing materials. The sales page, for example, can be designed around the different attributes of your products and services while still including a call to action. By using colors, boldness, and a professional feel, you can be sure to make an impression and increase the amount of sales that you are experiencing.
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