A marketing collateral is a communication medium used by the companies to support the sales of the products and services. This sales aid is also used for circulating information to their customer and B2B partners to promote the brand.
Characteristic of collateral and its utility
Marketing collateral of a company may contain important messages about the product and brand. It could be in any format like brochures, booklets, catalogs, fliers, newsletters, data sheets, white papers, and press releases. A business can deliver the collaterals through the mail, advertising, or business meets.
As an example, a company has a plan to start a new business project with a specific budget. Then it will create collaterals on which it would add detail information like the product benefits, sales target, investment opportunity, when it will be launched, and how it will help the company in enhancing its business growth. The collaterals will be handed over to its business partners and the possible end buyers.
Influence of collateral in a business
Collateral is a significant ingredient of your business promotional campaign. It represents the whole facet of your company. Before establishing the collateral, there is a need of brainstorming session on how the message can bring an impact to the sales and boost the business. First, the company have to decide which media format of collateral for which target audience. For an instance, brochures and fliers will be suitable for end customers, whereas document-guided collaterals like white papers and newsletters would be convenient for B2B partners.
Things to highlight in a marketing collateral
Components in different formats of marketing collateral will have different informative materials. If you are planning to create a brochure for the end customers, the pages should contain visual aids like an attractable image, infographic, and data table. The language should be simple and persuasive so that any layman could understand what the company is offering. For an instance, if a company is selling the convertible bed to end customers, the brochure may include images of different parts of the bed with manual table and assembly instruction for adjusting the bed.
Document-guided collaterals would be more appropriate than fliers or brochures for B2B partners. Newsletters, press releases, and white papers are commonly used document-guided types of marketing collaterals. Such collateral covers classified information about the product and how it will exist in the industry. The documents may contain more text than gimmick images. It highlights the benefits, visions, and market demand of the upcoming product. It may also include a research report on how the brand was contrived to fulfil the consumers. These documents are distributed through various types of media platform.
Advantage of digital collateral over printed materials
Just two decades ago, paper print brochures and fliers were the favoured marketing collaterals for companies to promote the business. People used to hand over the printed paper to customers
during seminars, meetings, or public places. If the customers were interested in the product, they will take home the paper to read it. The method is not viable if the customers misplaced the paper or they are not interested in the product. This may push the company to print more papers whether they can convince the customers or not. Also, those bulky papers cannot be held in one hand.
A digital collateral, on the other hand, can tie up any loose end prevailed in the paper print material. With digital collaterals, people don’t have to physically confront the target customers. The companies can send the materials to emails and social media. They can address many people at one time without must expenses.
Simplify your marketing collateral with digital device
Online catalog builder Catalog Bar has a dynamic B2B commerce platform where the users can create any kind of effective marketing collateral. With this computer management system, the users can add, remove, and edit their presentation without having to reprint it. This web and mobile catalogs application have a charismatic appearance that can convince the customers to have interested in the product. A company can interact with its customers by creating customs forms to take feedback. From customers’ feedback, the company will learn about market demand.
Users can add, upload, and share PDF or any document file with multiple clients and sales team on Catalog Bar. They can also attach confidential files using this SSL encrypted cloud-based product catalog app. With a catalog app, the users can manage multiple users for giving access to specific information.