| Marketing collateral is the generic term for company | | | | or ... the model xyz widget has .... instead of something |
| documents that are provided to customers and other | | | | like...solve your (problem or need) by implementing..... |
| partners to identify the company and its products. It | | | | The document should be clear in terms of branding |
| comprises such things as brochures, fliers, sales aids, | | | | and the message you want to deliver. The brand, tag |
| point of sale material, white papers and case studies. | | | | line and any other message should be clear and |
| They are all produced to support the sales of a | | | | consistent with other collateral you may produce and it |
| company's products or services. | | | | should reflect the company values |
| Is there are need for them now that the internet is so | | | | As a rule of thumb, in order to make the document |
| ubiquitous and readily available on all types of | | | | attractive and easy to read, leave at least one third of |
| platform? The simple answer must be yes. Not all are | | | | each page as white space. Many documents |
| useful in every situation for instance there is almost no | | | | particularly product brochures try to fill all pages with |
| need for point of sales material in a B to B | | | | information much of which may be unnecessary. |
| environment. However in order to achieve brand | | | | In the remaining two thirds include as many meaningful |
| recognition and to position your company and its | | | | illustrations as possible. However be very critical of the |
| products and services printed collateral is essential. | | | | types of pictures, schematics, and other illustrations |
| This is especially true when left after a sales visit to | | | | you use. The aim is not to show how clever you are |
| remind the prospect of the meeting, or in exhibitions | | | | for instance with schematics but to aid understanding |
| and seminars and the like. | | | | and to help the customer choose your product or |
| In trying to create any piece of collateral it is important | | | | service. Also ensure the photographs and the best |
| to understand what you are trying to achieve with it. | | | | quality possible. Unless you are a professional |
| Producing a very expensive full colour multi-page | | | | photographer do not be tempted to take them |
| document may satisfy your ego but is it what | | | | yourself and NEVER use a cell phone camera. |
| customers need? What are you trying to say and | | | | Another obvious point is to include full contact details, |
| what is the document trying to achieve? | | | | website and email address of your company or your |
| The second important point which is allied in a way to | | | | sales outlet such as a distributor. This will help you to |
| the first point is the document should be written for the | | | | establish a call to action to get the customer to |
| customer. In other words it should identify the benefits | | | | contact you for more information or to discuss the |
| that the customer will receive from buying your | | | | opportunity further. |
| product or service. This means that you should think in | | | | These simple rules will help you to design and produce |
| terms of what you can do for them not on what you | | | | high quality documentation to support your brand and |
| do. Too many marketing documents (and indeed | | | | message to your target market. |
| websites) start off with ...we are an ABC company ... | | | | |