Archive for the ‘Marketing Collateral 2.0’ Category
Creating a new league of marketing collateral
This is a common occurrence in my day to day work. I constantly get requests for new collateral… and more often than not, on very short notice. I’m a strong believer that collateral is a vital tool in the sales process. But since of late I have disputed the effectiveness of ‘stand-alone’, ‘we’re so great’ type of collateral that companies usually come up with. Can such material achieve anything more than add to the décor of an event stall?
In my mind marketing collateral should be looked at as -
a) A part of larger marketing strategy
b) Each artefact that you create should be a tool to empower your prospects in solving a problem or should create some form of value
This is the new type of collateral that I’m thinking of. It will open up the space for you to think outside of the traditional list of items that qualify as collateral i.e. – brochures, demos etc.
Now in perfect honesty and in this moment of time, I do not have the answer to what exactly this collateral may look like. But I’m opening up my mind and proactively looking at the marketplace to determine new and better ways to engage with prospects and clients. It could be an interactive tool, it could be a blog that offers advice and tips or it could be a new way of presenting those traditional collateral in new and meaningful ways. Just have to wait and see for myself. Maybe I should call this Marketing Collateral 2.0 
