Use Free Resources on the Internet. The Internet offers a plethora of inexpensive and often free marketing tools and resources. Online forums and blogs such as the popular Duct Tape Marketing Blog (www.ducttapemarketing.com) are great tools for learning tried-and-true tactics to creating marketing materials, and websites including the official U.S. Small Business Administration website offer tips on understanding the basics of marketing and learning how to create an effective marketing strategy. Additionally, you can find various how-to seminars and case studies online to take you step-by-step through the material creation process.

When it comes to developing your company’s brochure or flyer, don’t despair if you never took an art class – many websites now provide free templates and business identity kits to design and create professional-looking collateral including business cards, fliers and newsletters such as www.hp.com/go/inhouse. This site also includes links to popular sites such as LogoWorks and iStockphoto, an online service for inexpensive stock photography – allowing you to save up to hundreds of dollars just on photography. The right image can help you communicate your company’s message clearly and effectively, and stock photography sites often contain thousands of images to fit specific needs.

Identify and customize. Stand out from the competition and show clients and customers that you are in tune with their specific needs by customizing company marketing materials. To achieve a connection with current and prospective customers, every little effort helps – from personalized greeting cards to tailoring product catalogs to fit their particular business requirements, taking that extra step can mean the difference between a one-time buyer and a loyal customer.

The thought of customizing materials may seem daunting for those operating on a small business budget, but it can be easier and most cost-efficient than originally perceived – especially if you move your marketing collateral program in-house (see the first of this piece). Producing materials in-house give SMBs greater control and the flexibility to easily alter and customize materials on the spot.

As discussed earlier, Rocky Mountain Technology Group moved their marketing collateral program in-house and realized increased savings. At the same time, the company was able to create and alter marketing materials to meet a variety of international client, language and special event needs, all while staying within budget and time deadlines.

Small businesses may face unique challenges when trying to create a huge impact in a noisy marketplace, and an effective, cost-efficient marketing plan is crucial. As 2006 comes to a close, it may be time to reassess your marketing materials and start the New Year with a fresh new business image. With the right tools and some adjustment, your small business will be well on its way to making a Fortune 500 impression.

(1) Data Sources: Color for Impact, Jan V. White 1996; The Persuasive Properties of Color, Robert E. Green, Marketing Communications; USA Today, Wharton Business School, Case & Company, Management Consultants; Bureau of Advertising, Color in Newspaper Advertising; What’s Working in Direct Marketing

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