WHAT IS MARKETING COLLATERAL & HOW IS IT USED TODAY?
PERPETUATE YOUR STORYBRAND
The term Marketing Collateral describes the bringing together of different media types, which is designed and created for various communication functions. The goal of these functions, for example, maybe to help improve the sales of a product or service, communicate to an audience as a public relations tool, or perpetuate your StoryBrand. In the past, the term “marketing collateral” was mainly associated with printed brochures that were used to support the sales process. Its original purpose was also to reinforce the primary traditional advertising message.
Today, however, the definition, use, and meaning have evolved. Companies and organizations use marketing collateral to inform potential prospects, customers, or users about their products or services, so this new expression now refers to both offline and online media.
MANIFESTATION OF COMMUNICATION
The marketing message now becomes dependent on the nature of the collateral material you’re using. This manifestation of communication is sometimes considered a collection of media or Transmedia marketing.
This action best describes the messages and content you have designed and created to support your primary marketing message. It is made up of multiple media types, from the traditional brochures or flyers to blog posts, case studies, and social media posts.
Targeted consumer-oriented collateral today now contains an emotional appeal that communicates a unique and richly rewarding user experience gained from the purchasing of your products or services.
These collateral tools help you weave a compelling narrative universe across multiple platforms and, at the same time, helps meet today’s audience emotional demand for its need for informational content.
These marketing instruments must be integrated into all the other elements of your marketing communication plan to be effective and, at the same time, provide a return on your investment.