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What Should be in Your Marketing Toolkit?

Tools exist to help us effectively accomplish a project or task.  In business, you need sales and marketing communication tools to inform your buying market about your products and services.  Often this means you need to bridge the gap that exists between your offerings and the market.  Information about your offerings should be conveyed to a prospect so that they have a clear understanding of your solution.  This can be accomplished by developing tools such as a well-structured digital brochure, video, testimonial, printed material or a presentation.  Add "more power" to these tools by including benefits-rich content for success stories, customer profiles, solution overviews, white papers, and more. 
 
In some situations you may want to customize your materials for a particular vertical market or for a specific solution.  All of these are tools that can be developed by your marketing resources to properly equip your sales team.  Collectively, these tools form your marketing toolkit to help you communicate with your buying market.  

Tools with a purpose

Your sales and marketing toolkit should be viewed as an instrument designed to accomplish an objective as effectively and intelligently as possible.  To do that, consider these points:

  • Determine the purpose of each communication tool and what you want them to help you accomplish
  • Focus on the intended audience and how to best connect with them
  • Develop and design formats based on how your audience prefers their information to be presented
  • Create a logical flow to your communication content that unfolds your story
  • Use language that relates well with your audience and demonstrates your knowledge for addressing their needs and solving their challenges
  • Keep your content benefit-rich and results-oriented rather than over-baked with hype
  • Leverage the power of client testimonials, quotes and endorsements that offer “proof” of your marketing claims
  • Provide enough information to convey a strong message, but not so much that the piece does all the selling for you
  • Use visually appealing graphics, illustrations and pictures that relate well to your prospects
  • Be consistent with your company’s brand strengths and reputation in all communication tools

Your marketing toolkit is purposed to enhance the sales process in order to professionally convey your solution offering to buyers.  Each of your communication tools will serve a specific purpose on their own and collectively form an integrated sales and marketing toolkit designed to connect well with your market.  

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Logo Makeover

If you haven't seen them by now, here they are:  the new logo for Instagram and the refreshed logo for Aquafina. 

The reviews and responses to Instagram in particular have not been overly favorable.  Many considered the old logo as a beloved retro camera icon while others felt the new look was necessary to create a visual more in step with today's icons. The result is an interesting new logo that combines the simplistic white outline of the iconic camera while adding a vibrant, rainbow-esque background that ironically feels a bit 70's retro.  Regardless, Instagram felt it was necessary and it has certainly garnered major media attention - - which isn't a bad thing.  The brand itself enjoys a huge user base following yet many in that mass have had less than kind things to say about the new mark.  Like all things, time will tell and it will be interesting to see if this direction inspires other brands to follow suit...but hopefully without this psychedelic wave of colors.  

Aquafina, on the other hand, went the subtle route.  The old logo boasted of a jagged mountain range and a serif font with the recognizable elongated letter "Q".  When the in-house team at Aquafina was finished with the new logo, they revealed a toned-down mountain and a very plain font that is popular in many styles today.  Simplicity is the current trend and Aquafina appears to have hit on that.  Even though the roll-out of this new look was accomplished in somewhat of a stealth mode, the reaction to this new mark over the past couple of months has been positive overall.

What About Your Brand Identity?

Having a professional logo with visual appeal that reflects well on your business is important.  A dated logo will make your business look old and amateur while an updated logo will help your company stand out and look current.  Here are a few tips to consider about your logo:

  • Visual impressions matter - don’t give potential customers a reason to discard your business by having a cheap-looking, outdated logo
  • A solid logo design creates a positive impression of your business and differentiates you from competitors
  • Looking outdated may falsely convey that your company is out of touch
  • Be sure your logo connects well with your market without forcing them to figure out what the logo means and what your company is all about

Remember, your logo is only one important piece of your entire branding image.  When you update your logo, be sure to evaluate other components that may need to be refreshed so that your image is consistent across all communication platforms.

Feel free to share this on your favorite social media sites and email it to a colleague or friend.   

Bullsye UBJ B

Recently published in the Upstate Business Journal, this article provides insights related to strategic marketing and how to map out a plan.  Just as a map illustrates the best way to reach a destination, a marketing road map serves as a guide that outlines how your company will connect to the market to create revenue-generating opportunities. Your marketing road map will provide details about the proper “marketing routes” that will work best for your business.

Click here for the entire article:  Strategic Marketing Requires a Road Map.  

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