Skip to Content

5 Reasons To Update Your Marketing Material

51. When was the last time you updated your marketing material? If it’s been more than two years since you last updated, it’s time to at least evaluate your material to assess whether or not it is still working for you.

2. Do you know whether your marketing material is still working for you? Ask your sales people. Ask your customers. You can ask the senior executives in your company, but know that while these smart folks have insight and perspective, you really need the views of staff on the front lines of your business.

3. Does your marketing material make you look modern & contemporary? Of course you want to maintain your unique identity and there can be great value in holding on to components of your company’s legacy. But you also want your customers and prospects to feel they are dealing with a company that’s current, innovative and forward-thinking.

4. Has some major aspect of your business changed? Did you introduce a new product or refine your market niche? Your marketing material may be due for a change as well.

5. Do you look good across all the media you use? Your logo and design style may look great on your printed brochure, business card and website, but what about on an electronic billboard or in an online banner ad? How does your brand hold up on social media, which is an entirely different viewing environment? Now may be a good time to update your logo, typefaces, color palette and other design components of your corporate identity to ensure that you stand out and are consistently identifiable wherever you are in the public realm.

If you answered yes to one or more of these questions, it’s time to consider an update. We can help!

Image vs. Product Advertising: Do You Know the Difference?

imagevsproductadvaflayDo you know the difference between product advertising and image advertising? Does it matter?

Product advertising…

  • Tells your target audience about the features and attributes of your product.
  • Is most effective when your product has unique features that make it different from or better than your competition.
  • May not be enough to help you stand out because consumers are constantly presented with similar products that have marginal differences.

Image advertising…

  • Defines your product more by its benefits than its functional attributes.
  • Is sometimes viewed as a “luxury” type of advertising that does not deliver immediate benefits or measurable results.
  • Is a showcase for the emotional and psychological qualities that surround your product and affect a consumer’s decision to buy. Remember, the buy decision is not always a rational one based on an analysis of competing product features.

The key is to use each type of advertising in conjunction with the other to maximize results. Target’s retail campaign around the holidays is a nice example where both types of advertising blended in an impressive way. Three kids go on a journey to relight a huge Christmas tree, and their mission is sprinkled with some toys that come to life to help. The campaign captures the magic of the season at the same time as it soft-sells a few products available on Target’s shelves and website.

A strategy we’ve used successfully for one of our clients, Lancaster County Career & Technology Center (CTC), started off as an image campaign, to help brand them and raise awareness of the school as an affordable, flexible option for higher education. As CTC needs to promote specific upcoming programs or new specialized degrees, we keep the same branding look and overall message points, incorporating the specifics of the current need. Check out examples of their marketing material here