Everything You Want To Know About Marketing Collateral

marketing collateral
marketing collateral

Marketing collateral is used to support a provider’s primary advertising message to consumers. Marketing collateral is also utilised to convey important information to channel partners about a corporation’s products or services. Digital media has empowered marketing collateral to assume formats beyond published content to add Web content and point-of-sale electronics. Dubbed “collateral material,” marketing security often runs parallel to other media which is used to convey the main message.

Make sure that your marketing collateral targets these key points:

  • What makes your company special and great?
  • What goods and services do you provide?
  • Why should people choose your services or products?
  • What distinguishes your company from the competition?
  • Do you offer any sales, discounts or funding choices?
  • What do your clients enjoy about your organization?
  • How can people buy your services or products? (AKA: Where is the company located and how can people contact you?)

Figuring out which kinds of marketing collateral your company needs could be tricky to somebody who is not a marketing professional. So let us help! We’ve compiled lists below that reveal which kinds of marketing documents will benefit your company.

Collateral Uses

Client or end-user marketing collateral is often used after a business has made initial customer contact through advertisements or other means. It can take the shape of a followup a mailer, white papers, newsletters, PowerPoint presentations, Web sites, brochures and even electronic displays in retail stores. Business-to-business security, often called sales collateral, is usually utilized to acquire new channel partners, to describe details of sales and merchandising programs companies want their spouses to implement and to presell consumer advertising and promotional activity to channel partners. By way of instance, you would be remiss as a business operator to not notify your providers of your projected $1 million sweepstakes giveaway.

Message ContentEffective consumer-oriented security has an emotional appeal that communicates a special and richly-rewarding user experience gained from purchasing the service or product. It typically supports or echoes the consumer gain found in your company’s most important advertising message, including a persuasive call-to-action. B2B collateral typically includes a charm that is fair. It gives persuasive nut-and-bolts information about how your company’s services or products, advertisements, promotions and service will create more sales and earnings for the channel partner. Beyond the promise of more sales and more money, successful B2B collateral material usually includes action steps the channel partner must take to realize the promise of more sales and more money.

Plan Your CollateralYour security is a vital and integral part of your advertising campaign. It requires planning and thought. Before you begin creating security, concentrate on its intended function. How can it be used? By way of instance, can it be consumer or B2B security? What’s the message you want to deliver? What is the best media format to deliver that message? You’ll find it a lot easier to create great collateral after you solve the fundamental issues relating to audience, purpose, message content and media delivery format.

Start Creating

Whether your audience is consumer or B2B, keep it short and sweet. Assume your security is fighting for attention with viewers which could be preoccupied with other things. Make it easy for preoccupied eyeballs to scan your material. Make white space your buddy. Use it abundantly. Use complementary, eye-popping visuals to draw your audience in your content. Lastly, keep focus on your audience. If it’s a consumer audience, convey great user experience — service or product advantage — and a call-to action. If it’s a B2B audience, communicate the advantage with a fair charm and a call-to-action.

7 Types of Marketing Collateral

Marketing collateral is an assortment of networking, content and information that’s compiled to support marketing and sales activities. Listed below are a few common forms of marketing collateral.

1. Brochures

Printed materials such as brochures, pamphlets, guides and promotional flyers.

2. Sales Presentations

Visual aids for use in sales presentations including slides, videos and images.

3. Web Content

Content which enables clients to perform their own research into your products and services. Sales collateral is targeted to clients that are close to a buy decision and frequently provides more information and details than other advertising content like advertising.

4. Sales Scripts

A group of demonstration outlines or pitches which have been successful or which are designed by leading sellers on your sales staff.

5. Demonstration Scripts

Scripts for walking a client through your merchandise. Particularly critical for complex products and services like software.

6. Product Data Sheets

A product information sheet provides commonly requested product information in an easy to consume design like a table. Oftentimes, clients will compare goods on data points and will exclude products which are hard to research.

7. Product White Papers

Detailed reports that cover a complicated topic in your business. As the name implies, they tend to get full of text rather than glossy advertising images. Typically, white papers talk about a problem space addressed by your merchandise.