As we enter the last quarter of 1999, it is time for a tune-up of your design and production of promotional materials.

First you'll need to check your "primary" promotional materials. These visual pieces are used most often for sending ahead to get an appointment or for leaving behind after showing a portfolio. Electronic promos such as CD-ROMs can be used in addition to the printed pieces or as mini-portfolios clients can keep.

Some of the most popular production methods for these primary promotion pieces include: photographic prints, mounting these photos to card stock, laser color copies, and inkjet or LaserJet prints, black & white prints. These methods for promos work best when you have a small target audience or don't want to print a thousand copies of anything.

With a larger audience, you may want to invest in four-color printed materials. More money, but less labor and per unit cost than above. Design and quality of production is the key either way. You DON'T have to spend a lot of money for promotion pieces. You DO have to do them well!

Text (advertising copy) adds to the power and influence of your primary promotion materials. An image, your name and phone number makes a visual statement. Nice for the client to look at, but what happens next? Not much. By adding a marketing message,"Black & White Portraits", a strong benefit, "When you want something different and personal" and a call for action, "Call for appointment" you make a more active and powerful promo piece.

Check your "Secondary" promotional materials. These are added once you have the above basic visual materials for selling. Some of these production methods include mini-portfolios, capability information sheets, client-printed materials and specialty advertising items.

The mini-portfolio is not a traditional show-and-tell portfolio. It is a sample portfolio given to a client to keep in file. The ultimate combination of concept, design, copy and photography comes together to produce a real "keeper". This is also a promo piece clients can call and ask for when they read your ads or get your direct mail. Good design and planning does not mean you have to spend a lot of money. The least expensive format for a mini-portfolio is a presentation folder (add your logo label to personalize the cover) with visual promos as inserts. Print the inserts in advance to be used as needed. You can even add your ad reprints, publicity reprints and information sheets. This format is the most flexible and can be prepared for individual client presentations based on their needs.

A capability brochure can be included with a mini-portfolio or used as a stand-alone piece. It can be a single sheet or a multi-page-printed piece. It contains information and background that includes your marketing message, background, client testimonials, client list, awards won, map to your studio, past experience, technical expertise and even equipment list. In addition, it can be packaged with cost proposals to give clients more information and help you get the job!

Client-printed materials using your design, art or photos create opportunities for self-promotion. You get the value of credibility and the client pays for the production. Depending on the client, you buy or negotiate a price to get from several dozen to several hundred copies on the same print run. When a client is printing single sheets, you can see if you can get yours with the backside left blank. Then, you can get them inexpensively back-printed with your own promotional copy.

When you have done everything else, you can use a Specialty Advertising promo piece. These promo pieces are best used for name recognition and reminder, rather than for traditional selling promos. By definition, specialty advertising promos are useful items (pens, notepads, coffee cups) that you give to your clients. Anything they can use in their office or at work to help them remember you! You can order from any catalog supplier of specialty advertising. Some more creative ideas are note cards, t-shirts, screen savers, pop-up calendars and mouse pads. Whatever you choose, make sure it echoes the marketing message of your primary promo piece and is engaging enough for the client to want to keep!