How marketing collateral can help you reach your audience in 2021

Best Marketing Collateral for your Business 

Marketing collateral is not what it used to be, gone are the days where traditional marketing took precedence within the marketing world. Today, digital marketing 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 is an overwhelming number of options available which can create anxiety when trying to narrow down the best choices! That is why we have outlined the best marketing collateral options for you and your business. 

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, media such as brochures were used regularly to reach target markets successfully. Now, companies are using inexpensive online tools such as social media to reach new potential customers. Marketers must now be more creative in their marketing campaigns for them to succeed, combining both online and offline media to drive sales.   

So, what is the best way to get your message across? The type of marketing collateral you’re using will have an 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 create a compelling and memorable concept. This concept is what will drive the marketing collaterals 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!