Marketing collateral

Marketing
Key concepts
Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations
Promotional content
Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes
Promotional media
Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising
v · d · e

Marketing collateral, in marketing and sales, is the collection of media used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective.^[1] The brand of the company usually presents itself by way of its collateral to enhance its brand.

The production of marketing collateral is important in any business' marketing communication plan.

Common examples include:

• Sales brochures and other printed product information (e.g. Z-CARD)
• Visual aids used in sales presentations
• Web content
• Sales scripts
• Demonstration scripts
• Product data sheets
• Product white papers

Marketing collateral differs from advertising in that it is used later in the sales cycle, usually when a prospective purchaser has been identified and sales staff are making contact with them.

Typically these are made to follow the same corporate identity as other corporate publications including:

• Complimentary packing slips
• Business cards
• Letterhead

Physical system for store and manage Marketing media is typically Enterprise content management (ECM). For special application of digital media is using the Digital Asset Management (DAM). Marketing collateral is content type for ECM.

See also

• Marketing Resource Management
• Marketing Operations Management
• Enterprise Marketing Management
• Commercial Operations Management
• Enterprise content management

References

1. ^ Kotler, Philip. "Ending the War between Sales and Marketing". Harvard Business Review. p. 5. http://www.kcapital-us.com/neil/ending-war-between-sales-marketing.pdf. Retrieved June 18, 2010.