Posted by on Oct 27, 2014 in Brand Strategy and Design, Digital Advertising, Integrated Marketing, Lead Generation, Marketing Content | 0 comments

Is Marketing Collateral Still Relevant?

Marketing Collateral BWSWhen it comes to marketing, managers need to figure out the best places to invest their marketing dollars. These days many managers question whether or not they should be spending money on marketing collateral.

Is marketing collateral still relevant in this electronic world?

The answer is yes. The number one thing most people think of when they hear the term marketing collateral is that it’s just another brochure, but it’s much, much more than that.

What Qualifies as Marketing Collateral?

Marketing collateral consists of the following:

  • Brochures
  • Case Studies
  • Content Development
  • Sell Sheets
  • Tech Notes
  • White Papers


How Marketing Materials Support Your Sales Process

Having varied types of collateral not only supports your sales team, it reinforces your brand, and can even generate leads.

Sales Support

Collateral supports your sales team on multiple levels. It gives your sales team something tangible to hand to a client, and reinforces your message for sales reps. Items such as tech notes and white papers provide data support (and we know how much scientists love their data).

Marketing materials remain after the sales rep has left a sales call. This gives the potential buyer time with your product to review and come up with any follow-up questions for you.

When we’re talking B2B sales, most likely it’s not just one person making the buying decision. They need to go to their management team and get approval for the purchase. Collateral ensures your marketing message remains intact as it travels up the decision-making chain.


Reinforce Your Brand

Brand recognition is key. Collateral is part of what helps build and maintain brand image. Good marketing material will differentiate you from your competition and help you stand out. It brings your company to the forefront of your prospects’ minds and makes you memorable. You want your brand to be synonymous with certain products and/or industries, and your collateral will help you get there.

One of the misconceptions about collateral is that it’s all just sales materials. You can use collateral to strategically place you above the completion by using past successes, like case studies or current client feedback. These elements provide the tools to create your credibility in your field instead of just selling a product.


Generate Leads

This is one of the most underused functions of collateral, and ironically one of the most important. Yes, if you hand out a brochure you can hope for a phone call back, but you should think a little more digitally.

Keeping yourself relevant in an electronic world is important. The web is where you can capitalize on your collateral. On your website or even a landing page you can offer downloadable white papers or tech notes. Requiring an individual to register their email address to download these items leaves you with a new lead.

Collateral is just as important as any member of staff. It affects your bottom line and without it you’re putting yourself at risk of losing potential sales. Check out some more information on collateral here.

What are your questions about collateral?


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Posted by on Oct 13, 2014 in Advertising, Digital Advertising, Integrated Marketing, Marketing Automation, Marketing Content, Marketing Strategy, Public Relations, Social Media, Tradeshows, Website Strategy | 0 comments

Marketing Budget Season Has Arrived!

Business Hand Clicking Budget Button On Touch ScreenIt’s that time of year when every marketing manager has to look into their crystal ball and determine what the marketing communications spend will be for the next year. It can be a very daunting task to try to figure out how you will spend your precious marketing dollars – and also show your boss how this year’s spend produced quantifiable results!

How to Define Your Marketing Budget

You need to start with the Assessment. My first suggestion is to take a very deep breath and review what you did during this last year. Dig into what marketing tools and channels worked and find out what could have worked better. This yearly marketing assessment process will lead you to discover the even more important answers to what did our company not do that we should have?” to produce better results

Here are a few marketing assessment questions to get you started:


  • What was last year’s budget and where did we spend it?
  • What were the core and key components to last year’s spend?
      • How did we measure them?
      • Did we course-correct when our measurements showed steps weren’t as productive as we wanted?
      • How would we have done things differently?
  • What works best?
      • How will we know
  • What tools did we use in the MarCom Elements Wheel?
  • Where is our audience going for their information?
  • Are we moving with them?
  • Can we show direct lead to sales, and what were the sales amounts?

It’s only after you’ve assessed the performance of your marketing success throughout the past year that you can truly create a realistic marketing budget for the next year.

What You Need to Develop Next Year’s Marketing Budget

To develop the overall plan for next year, you’ll need to start thinking about the big things such as the channels you need to use. After that, you’ll need to look at company planned events, refine your channels and fill in the details. One of the key ingredients to any MarCom budget is showing what worked based on your measurements matrices’. These measurements enable you to prove what worked, what didn’t and how you will adjust your spend.

Here are some questions to think about as you develop your budget:

  • What elements do we think we will need? Choose from broad stroke categories like:
      • Website updates or development
      • Public Relations
      • Conferences
      • Collateral
      • Social Media
      • Advertising
      • eMarketing
  • What are our objectives and matrix for measurement for each component?
  • What is the cost per element?
  • Can we course-correct if needed?
  • Are there any big product/service introductions for next year? What is the launch budget?
  • What MarCom elements will we use for this launch and what is the cost per element?
  • How will we measure success?

Marketing Is Constantly Changing

We all know that marketing is changing, and you need to determine how you’ll handle it going forward. That’s why doing the assessment is so important. You’ll also need to remember that social media will likely play a big role in your plans because that is one way people learn about products/services. Social Media doesn’t preclude using the other elements at all. It’s those other elements that help feed your social media.

The best part of developing next year’s budget is you get to find out what worked and what didn’t. Once you have that 20/20 look-back, you can plan for the future. It also enables you to show that – while marketing is considered an expense category for accounting – you can drive leads that sales people use to close business. With the right tracking tools you may even be able to show actual sales based on leads you brought in.

What is your biggest challenge in creating your marketing budget?

For over two decades Debra Harrsch has been providing marketing expertise to Fortune 500 and other companies and contributing to brand recognition and profit growth, even in a declining economy. Serving in executive, directorship, and consulting positions in healthcare, life science, biotech, energy, and chemical industries, Debra has structured research, marketing and PR plans, and online and print media advertising campaigns.

As CEO of Brandwidth Solutions, LLC, Debra provides marketing and brand management expertise to domestic and international companies, often driving paradigm shifts that contribute to significant and unanticipated growth.


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