How marketing collateral can help you reach the right audience

Marketing collateral is not what it used to be! Gone are the days when traditional marketing took precedence within the marketing world. Instead, today’s digital marketing landscape has introduced more opportunities and broadened target markets – increasing brand awareness exponentially in a short time span.

Although these benefits come with many positives there is one drawback: there are an overwhelming number of choices available which can create anxiety when trying to narrow down to the best solution for your needs!

Well, don’t stress, because we have pulled together and outlined the best marketing collateral options for digitally-savvy businesses. 

Let us begin with the basics. 

What is Marketing Collateral? 

Marketing collateral is a tool that can be used to communicate messages and information from an organisation or company to improve the sales of products and services.

In the past, print media such as brochures, flyers, and catalogues were regularly used to reach target markets. However, these days, businesses are using relatively inexpensive online tools such as social media platforms or blogs to reach new potential customers.

But, in an increasing noisy and crowded space, marketers must be more creative in their approach for them to succeed, combining both online and offline media to drive sales.   

So, what is the best way to get your message across?

Well, the type of marketing collateral you produce will have a significant impact on how people react to your message.

In general, it is important for marketers to answer the following questions: 

  • What differentiates your product or service from the rest? 
  • Why are they better than other options? 
  • And how can they offer a solution to customer problems?   

Managing Your Marketing Collateral Creation  

Marketing collateral is essential for any marketing project, but how can you ensure you are picking the correct option? Follow these four steps and establish strong marketing collateral that will be well-received by potential customers. 

 1) Concept

The marketing team creates a compelling and memorable concept. This concept is what will drive the marketing collateral’s delivery and success. 

The concept is the pinnacle part of every marketing strategy. Before any marketing collateral is established the marketing team first develops a concept. This concept must answer the following: 

  • Why choose this marketing collateral? 
  • What will this collateral communicate to the target audience?  
  • What are the goals assigned to each marketing collateral tool? 
  • How will these goals be achieved through chosen marketing collateral?  
  • How will your audience perceive the collateral? 

2) Briefing  

You’ve now established an excellent concept, next, transform this concept into an actionable briefing. The creative brief shares valuable information about projects and campaigns to your customers. It should specify important information, so customers are aware of each stage of the marketing project.   

3) Review and Completion  

Share your brief with your creative team, those who will be responsible for the marketing collateral. Get their review and approval before moving onto the next stage, design. Pass your brief onto the design team who will professionally create a new and improved branded brief. This can then be sent out to customers for their review and approval.  

4) Approval from High-Level Stakeholders 

In some companies, it may be a necessity for the management to review and approve your marketing collateral.  

Marketing collateral will be an integral part of your marketing strategy in 2021. Stay tuned for more tips on how to create effective marketing materials that resonate with your audience and drive conversions!