What Does Your Collateral Say About Your Business?
Companies often spend hundreds of dollars to acquire a new lead. They invest in capital expenses (lease, inventory, insurance, etc.), employee training, and ultimately advertising to get the phone to ring. But studies have shown that many of those leads are squandered due to a failure to provide a cohesive, clear message to the consumer. Oftentimes, an ad provides one perception, but the physical presence of the business gives a much lower impression. Think of the last in-home service repair technician you had in your home. Did they reflect the image of the company that the advertising suggested?
Marketing collateral is often referred to as the silent sales person. The impression it provides last much longer than the words you or your employees may have used. Some of the most common forms marketing collateral include:
- Sales materials
- Product data sheets
- In-office posters
- Referral materials
- Trade show booths
- Business cards
When it comes to marketing collateral, there are 3 key elements:
1. Design – it's important to have a cohesive design that connects with your target audience, correlates with other materials and elevates your brand.
2. Content – Brief but powerful sales content that connects with readers is one of the most challenging elements of a marketing piece. You want people to learn about your business and product/service, but still have enough curiosity to contact you.
3. Production - The aspect most commonly overlooked is quality production. What printing process to use? What paper best conveys the brand quality?
If you were looking for a new high end sports car, what would you expect from the website, product brochure, dealership posters, etc.? How would it impact your trust if one of those elements looked like a novice put it together?
Here at Epic Marketing, we pride ourselves at looking at all aspects of marketing. We have in-house sales-focused copy writers, designers, creative director, and production manager that ensure the absolute highest quality. It might be time for you to review the quality and continuity of your corporate material.