Design a plan for your promotional materials and marketing.
I once went into a hair salon for an appointment. I met the salon owner who informed me that the salon was about to relocate to a larger space. She was overwhelmed with the prospect of having to get all her marketing material updated with her new address.
We prioritized what had to get done first: items to be printed, signage to be installed, permits for new signage and other more complex components. Updating and re-printing collateral materials can be costly. The silver lining is that it’s a chance to review and improve existing designs, making them more effective. More on this later…
Here are some considerations for your marketing material when you’re moving.
When you suspect you’re going to move in the future:
- Think about what you’re printing before you move. Volume pricing for printing is really attractive, but you must be realistic about what you can print and use before your office address changes. As Sage Davies, print wizard at Over The Edge Design and Print in Vancouver explains, a volume discount for printing is fairly irrelevant if you end up recylcing most the printouts because they became obsolete. The final unit cost would end up being similar to printing smaller volume. (PLEASE RE-WORD)
- Consider creating an announcement or event about the move, to notify your existing customers and to get the attention of potential new ones.
- Create a list of printed material, signage and online listings that need to be updated. Here is a partial list:
- Contact information listed on social profiles such as LinkedIn, Instagram, Facebook and other social sites.
- Contact information on ads of any kind (printed, online, radio, etc.)
- Contact information and maps on your web page.
- Contact information on online directories or other sites you partner with or who link to you.
- The footer of your e-newsletter.
- The email signatures of all employees.
- Envelopes, letterhead, brochures, business cards, postcards, return address stickers.
- Your company style guide / brand guide, if applicable.
- Any “swag” (promotional giveaway items).
- Your contact info on forms, printed and digital, as well as templates
- Review which design items need an update that goes beyond just the address. Ask yourself what is and isn’t clearly communicating to your clients. Since you are re-printing everything anyways, this is an ideal time for a review.
Search Engine Optimization
Kevin Hicks of ROI Web Marketing recommends you engage your SEO person to update Google My Business address as soon as possible so you can receive your postcard verification in the mail and update your new address on Google Maps.
Clarence Chew of Sociable Insights recommends that have you fun with your move announcement or re-branding on social media. Create a countdown to announce the move or launch, host a giveaway to get your fans involved, and once you launch, make sure you update your profile, information and cover photos!
When you know your new address:
- Double check the address and postal code before getting anything printed.
- Consider if you need to add information such as a map, building name, hours, directions, the name of a nearby intersection or other details to help clients / customers find you.
- Publicize your move to your clients and customers, in print and online.
Back to the hair salon. When I met with the owner, she was open to a minor change in her logo because all of her printed material had to be re-done because of the old address. The logo design was good as a family member is a professional designer in her country of origin. However, neither of them realized that the acronym written across the logo symbols in large letters stood for something quite rude in English. No one visiting the salon had ever had the guts to tell her this. While it was super embarrassing for me to inform her of this, she laughed and hugged me at the end. I removed those letters from her logo. There was no need to change the business name, since it was just the acronym in the logo. Best of all, we avoided getting made fun of on Buzzfeed.