01/25/2018
Do you have collateral? Marketing collateral that is! Collateral is a wealth of materials that provide varying levels of detail about your brand, identity, business capabilities and products, services or benefits. In this new age of paperless offices, on-line platforms and social media marketing, collateral is still a critical asset for companies of all sizes! In our two part series we’ll give you 10 reasons why marketing collateral plays such a significant role in your business.
COLLATERAL STILL MATTERS - PART ONE
1. YOU HAVE TO HAVE IT. Let’s face it, consumers are going to need at the very least your contact information, but usually they will request more information about your company, products and services. If your marketing materials are made well they will leave a lasting impression. If they aren’t? Well, consumers aren’t going to take you seriously.
2. YOU NEED TO LOOK THE PART. Collateral is generally the first impression you make on a potential client so you need to look the part. Consumers are frequently going to judge your business based on what they see, and it’s going to be before they get the chance to meet you or your team in person. Well designed collateral ensures your first impression is a good one.
3. BRAND CONSISTENCY. Collateral carries your brand and allows for consistent and instant recognition. It forges a connection between the buyer and the seller and allows you to stand out and leave a longstanding impression.
4. ESTABLISHES INTERACTIONS. Consumers want something they can interact with. Collateral builds a connection with customers. Whether it is with a business card, packaging and envelopes or point of purchase displays, direct mail, banners, signage, newsletters, brochures or letterheads, collateral creates something tangible that makes your clients feel special. It also is able to evoke a feeling or reaction that lasts far longer that on-line ads or commercials.
5. COMPETITIVE TOOLS. Collateral is a valuable competitive tool. Companies invest a great deal of energy and revenue into smart hiring and growth strategies along with spending hours gathering information about their competitors and forming 5 year plans. Where some fall short is lack of collateral. Compelling marketing materials give you the opportunity to deliver your value and competitive uniqueness as well as illustrate to your audience how they can increase their revenue, make life easier and save money.