Ever noticed those well-designed pamphlets lying around at a barber shop reception desk, or someone handing you a paper saying,“ come check us out!”?
If your answer to all the questions above is yes, then you have encountered marketing collateral tools. But the list of different types and examples doesn't end there!
In this article, we will explain marketing collateral in detail and provide examples. This way, you will know what is marketing collateral and the perfect implementation techniques.
What is Marketing Collateral?
Have you seen any flyers at your local garage or grocery store? Have you wondered why they are there? Well, that is one of the ‘collaterals’ used by marketers to get your attention.
In short, marketing collateral is any tool that promotes a product or service. It can be either tangible or intangible.
Think of online adverts and TV adverts as well. They all have one purpose: to get your attention and to convince you to go a step further.
Types of marketing collateral
There are many types of marketing collaterals in the market. That being said, each of them will come in handy in different situations. Additionally, each comes with unique features and advantages.
So, if one piece of marketing collateral is working for your other businesses, there's no guarantee the same will work for you. This means you need to choose the right one that fits your needs. Here is a list of some of the marketing collateral:
1. Brochures
It's usually a publicity handout. It carries a targeted message about a company's services or a new product. The design and layout of this document may vary by audience. As per studies, printed brochures are still relevant with a success rate of 40%.
Brochure marketing collateral includes the company address, product details, and the campaign's story. For example, if you want to hand out brochures about your latest solar charger to your existing customers.
You can book a stand at an energy expo event. Here, you will definitely get the chance to interact with new customers and introduce them to your product. The brochure can act as a takeaway marketing collateral for your campaign.
2. Flyers
Unlike brochures, flyers are mass-produced with the intention of getting everybody's attention. They also have a specific message but tend to behave like advertisements on paper. We will hand out flyers at a grocery store's entrance, the mall, and other busy places.
To illustrate this, flyers are handed out at a theme park to market a stall that sells gourmet ice cream at a discounted price every weekend.
The location not only makes it easier to get the word around, but it helps to maximize the chances of people coming to your stall and making a purchase.
3. Infographics
An infographic is anything that presents the text in a striking, visual way.
Okay, some can be too technical to grasp but, the goal is to turn the text into a visual aid. It should improve your understanding of the whole text in a dynamic way. Studies have shown that people are more likely to remember what they see than what they hear or read.
As such, visuals on any marketing collateral are tied into the natural way in which people interact with a brand, from color density to font types.
The most common infographics are pie charts, flowcharts, and graphs. The graphic designer creates a visual type to suit your audience.
In addition, infographics can be used to make presentations to your investors when you want to expand your business. Since the diagram represents verifiable data, it can help you get the much-needed funding you may require for the expansion of your operations.
4. Case studies
At their best, these marketing materials are research-based. They detail a moment when a sales campaign succeeded or failed, and this can be useful in designing a marketing collateral campaign.
These digital assets run over time to ensure we collect and analyze the data for future marketing projects.
As a marketing collateral, case studies are used to come up with demographic sales strategies based on the data gathered over a period of time on a specific product or service.
This information is used to design a campaign around the results acquired during the study, assuring the marketing team with a high level of success rather than going at it blindly.
5. Social media graphics
As the name suggests, these are artworks designed to appeal to your online community. They detail and focus on specific demographics, including age, location, and platform.
Your social media graphics will depend on the design details. These include the color and the platform (Instagram, Facebook, X).
Some popular social media graphics are videos, photos, charts, infographics, and quotes.
A good marketing collateral example would be the use of in-stream videos. Advertisers use these videos for marketing to hook viewers when they are watching a video on Instagram or YouTube.
They work because they are designed to be played within the video being watched, with an option to skip it (skippable video ads). Other advertisers also offer awards for viewing their video ads.
But how does it all tie in, then? The aim has been achieved: ATTENTION GAINED.
The role of marketing collateral in the buyer’s journey
Now, knowing the different types of marketing collateral won't answer what is marketing collateral question. You need to know its role in the whole buyer's journey. Thus, you will be able to make more data-driven decisions.
1. Awareness stage
Take the time to create one piece of content that makes your audience want to take action immediately and not just sit on the fence. Make this a regular practice and improve your message delivery so that you can get the most out of this stage.
Use the soft data from questionnaires and online communities where they hang out. These sources usually give valuable insight into their pain points whenever they encounter a new product or yours.
Look at it as your invisible camera and microphone into the buying process of your target market or customers.
The idea here is to get what is on the top of every brand’s agenda: their attention. With this vital resource, you can guide them through the sales funnel in a way that persuades them. Some of the tools you can use during this stage are blogs, videos (how-to), media postings, and the like.
2. Consideration stage
Leave no question unanswered. You want your audience to have enough information to decide to engage with your brand for the long term.
Customer data analysis involves the systematic collection, analysis, and interpretation of customer-related information to find patterns, correlations, and trends. They want to see whether your product or service is of any benefit or better than what they have. So keep this in mind when you engage them at this stage.
Use social media marketing to nudge them to subscribe to your newsletters. Ensure these are readable on any device. This convenience keeps them engaged with your brand, and they want to buy it.
You can also use analytical tools, such as free samples, to help you determine customers' buying priorities. A free sample can directly address a customer's pain point.
Say they want to put up a new light for their garage but can’t figure out which one. If you have a monthly free sample for new customers, and they try it and love it, boom! You have solved their problem and made a new customer.
Key elements of effective marketing collateral
The marketing collateral you need will depend highly on your overall goal and needs. Therefore, you must know the key elements of an effective marketing collateral. I've seen many people forgetting these only to face consequences.
You don't need to face the same. You must ensure that the marketing collateral is capable of addressing your pain points. Let's take a look at the key elements.
1. Messaging and branding
A consistent brand voice sets a company apart from its competitors. It also creates a unique, identifiable persona. This is how it works: a consistent tone and value offer will build trust among its target audience.
But if you want to test new prospects, don't go all in. Make the changes in stages. Keep costs low before a full campaign launch. Customers like to have an identity attached to their brand of choice.
2. Understanding needs and preferences
Research demographics, psychographics, and buying habits. You will find what your audience values. This can include preferences for certain features, price sensitivity, or brand loyalty.
The reason why a customer would buy into your product or service has a lot to do with their emotion and the data you have to back up their choice. It is not merely a sales team that will do the trick; you have to address their pain points.
This understanding makes it easier for you to anticipate their objections and give reasonable answers, further, you can be able to tailor make strategies that align with their content marketing strategy.
Some people prefer live demos, while others are more of the analytical type or hands-on testers. All of them want a solution that meets their needs.
3. Tailored messaging
Knowing your audience's interests lets you craft messages that speak to them. This makes your collateral more persuasive.
Obviously, marketers want to make the whole experience as seamless as possible so that they can be ahead of their competitors, but if your messages are not striking a chord with the right audience, then you will not have achieved your goal.
Use tools that communicate directly to your customer about your product, like subscription emails or weekly newsletters (no bots here, real human responses).
Such tailored marketing communications will say you care about their opinion, and you genuinely want what's best for them.
4. Segmentation
Customers are not the same. Some focus on sustainability; others focus on price. Segmenting your audience allows you to create customized campaigns for each group.
By addressing the specific needs of each segment, you boost conversions. Each group feels that you have designed the offering with its specific needs in mind.
Look at it as an opportunity to get to know your customers in a more intimate way that will give you both a chance to create a lasting partnership.
If you can prepare a marketing email based on the preferences of your customer, they are more likely to buy whatever you can advise because you listened to their needs. Email marketing is a powerful tool for attracting new customers and growing your business with existing ones.
The email can give tips on how to use a productivity tool that you are selling, or it could give industry insights on its maintenance (which you offer to premium customers at a fee).
By including the finer details, your customers will want to get premium service, and the new ones will want to jump in on it as well.
5. Effective communication
Understanding your audience enables you to choose language that resonates.
A younger audience might prefer a casual tone, whereas professionals may prefer a more formal approach. This may seem obvious, but in reality many marketing collaterals fail at capturing this sensitive issue with dire results.
Awareness of cultural nuances helps to avoid miscommunication. It also fosters a connection with diverse audiences.
For example, it would be insensitive to use collateral that depicts women in a derogatory manner if that target audience considers women as the Matriarchs in their society.
Actually being informed and sensitive to cultural differences can set your brand apart from the competition and create a level of brand loyalty that rivals anything you have experienced in your niche.
6. Increased engagement
Tailored materials often have CTAs that match the audience's interests. This drives higher engagement rates.
Materials such as newsletters can be instrumental in determining where your customers are with your product/service in terms of its functionality.
In an ideal scenario, your service should cater to their needs from the get-go, so when things are not as they expected, they can reach out to you using an email or phone number you put in the newsletter that addresses those issues.
Understanding your audience's preferences lets you create better, more appealing collateral. It will capture attention and encourage interaction.
7. Feedback and adaptation
Analyzing audience responses to your collateral provides valuable feedback.
You can refine your approach based on what resonates or falls flat.
As trends change, audience analysis allows you to make timely updates to your work. This keeps it relevant and effective. Also, it gives you an opportunity to tap into gaps within your own niche and scale them for maximum impact.
For example, TikTok is a short form video platform that offers unique video content for people who don’t like long engaging videos. What is in it for your customers who have moved to this type of content?
By constantly engaging your customers and listening to their feedback, you present yourself/ position your product as a trendsetter.
They tell you what they want, you anticipate their course of action based on the feedback given, and you deliver on your promise as a brand that listens. Marketing collateral at its best.
8. Goal setting
Well-defined goals inform the strategy for your collateral. This focus ensures that every piece serves a larger goal. It must help generate leads or improve brand recognition.
Goals align with your team. They ensure everyone knows their roles in achieving common objectives. It helps in keeping your finances on track as well because, every campaign built on the results of a marketing collateral is budgeted for.
Times of measured success are to be observed, and goals help you to streamline any unwanted expenditures.
9. Measurable outcomes
Set specific, measurable goals, like a 20% increase in leads. This lets you track performance with KPIs and adjust tactics as needed.
Clear goals let us hold team members accountable for their work. This helps us identify successes and areas for improvement.
Knowing your goals helps you divide time and budget in a way that maximizes their use. For example, if the goal is brand awareness, you might invest more in social media than in print ads.
By using strategies that align with your goals, you waste less. You avoid efforts that won't deliver value.
Future trends in digital marketing collateral
The digital marketing collateral is here to stay. It has a vibrant furure. Various marketing studies predicted that businesses that use different types of marketing collaterals can grow their marketing and sales efforts by more than 30%.
1. Digital over paper
Go digital where possible. Use marketing assets like emails, social media, and websites instead of printed brochures. Not only does it save trees, but it also lets you reach a wider audience faster. Plus, who doesn’t love the thrill of a catchy email subject line?
2. Sustainable materials
If you must print, use recycled paper or paper from sustainable forests. Think of it as giving Mother Nature a high five while still getting your message across.
There are many clients who prefer this method of accountability, and the trend seems to be picking up.
3. Minimalism
Embrace a minimalist marketing asset design where fewer pages mean less paper and a cleaner aesthetic overall. Plus, it makes your message clearer—talk about a win-win!
In addition, it gives the impression that you are conscious about people’s time, you don’t want them to read pages of copy that could have been surmised into two.
4. Reusable designs
Instead of starting from scratch each time, create marketing asset templates that you can update. Think of it as the “little black dress” of marketing—always in style, always ready to adapt!
Automated systems save on the most valuable asset you have as a business, and that is market access.
The more time you take to get your product or service message to your audience, your competitor has already captured their attention and probably has them committed.
5. Community engagement
Collaborate with local eco-friendly businesses for co-branded marketing assets. It’s like forming a green superhero team—together, you can make a bigger impact!
A good example would be, where, you can partner with a local farmer to provide you with organic fruits and vegetables for your ‘healthy living’ brand.
Here you can create a co-branded marketing campaign that empowers the locals while you get your brand in your customer's living spaces.
6. Carbon offset programs
If you must print, offset your carbon footprint. Invest in renewable energy projects. It’s like a little insurance policy for the planet!
A fair example would be, where, a fossil fuel processing company would invest in wind turbine energy and employ the locals to oversee its daily operations.
This can be indicated in the company’s marketing matereials, like a newsletter, as a program that offsets carbon while acting as a community social responsibility initiative as well.
7. Education and transparency
Share your eco-friendly practices in your marketing collateral. Let your potential customers know you’re committed to sustainability. Transparency builds trust, and who doesn’t appreciate a brand with values?
Increasingly, people are more likely to buy into a brand that upholds transparency across the board. Indicating your policies and accountability measures gives your customers a sense of trust and ownership, albeit from an outsider's view.
Ready to use collateral marketing?
Marketing collateral will undoubtedly prove beneficial for your business. You just need to know the correct types and implementation techniques.
When you consider your marketing efforts and choose the best collaterals, your business will become unstoppable. You can also gain a solid competitive advantage.
So, what's your opinion on my article? Do you know what is marketing collateral? Let me know in the comments below.
