The concept of collateral marketing—using brochures and other printed materials that you can leave with a client—can be an effective part of a company’s sales cycle. It’s just a matter of choosing the right pieces.
Adding Collateral Marketing to Your Sales Cycle
It’s easy to lump collateral marketing and advertising together—you might print up brochures and postcards for your business at the same time, after all—but there is a dividing line. While advertising and other marketing strategies often focus on getting a prospective client to make contact with you, collateral marketing usually comes into play after that first conversation. It’s the brochure you send after you say, “Let me give you a little more information about the process,” or the white paper you offer to educate a client about a specific facet of what your product can do for them.
The key benefit of collateral marketing is that it offers the opportunity to provide your potential customers with information they can actually use. Not all collateral marketing materials are heavily branded—a white paper, for instance, will often act as an authoritative guide to a topic. It likely will have your business name on the front and offer plenty of opportunities to update a client about your products, but that’s not the reason a client will read it all the way through. Rather, it helps your clients to see you not just as someone who wants to make a sale, but as an authority in your field.