Marketing collateral is a term for a collection of media used to support the sales of a product or service. Marketing collateral is generally used after a company has made initial contact with customers through advertising or other means.Marketing collateral is used to support a company’s primary advertising message to consumers. Marketing collateral is also used to communicate important information to channel partners about a company’s products or services. Digital media has enabled marketing collateral to assume formats beyond printed material to include Web content and point-of-sale electronic devices.
The quick list you may think of when you think “marketing collateral” is:
- Sell Sheets
- Landing Pages
- Explainer Videos
- Case Studies
Marketing collateral can literally take your brand places.The tangible nature of marketing materials such as business cards, letterhead, brochures and other materials can spread a brand’s message far and wide. They are the materials that truly reflect brand. Good leads are one of the things that sales teams need from marketing, but marketers are responsible –among other things- for the creation of marketing collateral that sales reps use when contacting prospects.
Types of Marketing Collaterals:
Marketing collateral is a collection of media, content and information that is compiled to support marketing and sales activities. The following are a few common types of marketing collateral.
- Brochures:Printed materials such as brochures, pamphlets, guides and promotional flyers.
- Sales Presentations: Visual aids for use in sales presentations including slides, images and videos.
- Web Content: Content that allows customers to do their own research into your products and services. Sales collateral is targeted to customers who are close to a purchase decision and often offers more data and details than other marketing content such as advertising.
- Sales Scripts: A collection of presentation outlines or pitches that have been successful or that are designed by top sellers on your sales team.
- Demonstration Scripts:Scripts for walking a customer through your products. Particularly important for complex products and services such as software.
- Product Data Sheets:A product data sheet provides commonly requested product information in an easy to consumelayout such as a table.
- Product white papers:Detailed reports that cover a complex topic in your industry. As the name suggests, they tend to be filled with text as opposed to glossy marketing images.
Marketing Collaterals matters:
Having the correct types of marketing collateral and knowing when to use them in the buyer’s journey is an integral part of successfully converting leads.You can have multiple brochures about your business and services but if you’re missing a sell sheet that spells it out perfectly for a client, you’re going to struggle closing that deal. Half the battle is knowing the difference between collateral types and using them to benefit your business.All marketing collateral should visually reflect your company’s corporate identity and should be written in a consistent tone. Customers considering buying a product or service usually have a problem they need to solve. Write copy with the consistent message that your company will solve these problems.
Your materials need to have a statement of features and benefits along with clear, simple instructions on how to place an order.
We at Next Mile Digital,
In order to deliver on that promise, you need to provide a consistent experience, at every touch point, every time. Marketing materials are no exception. At Next Mile Digital, we design marketing collateral that helps set your brand apart, delivering the messages your customers expect.