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.
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.
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
2. Sales Presentations
3. Web Content
4. Sales Scripts
5. Demonstration Scripts
6. Product Data Sheets
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.