Essential Collateral Items | 5 Marketing Collateral Items Every Small Business Needs
Essential Collateral Items | How many pieces of marketing collateral have you been handed at a networking event or found in your inbox that you immediately threw away or deleted? From infographics to PowerPoint presentations and everything in-between, entrepreneurs create a ton of materials to promote their businesses and products, often at the last minute. Marketing collateral can mean the difference between a near-sale and a loyal client for life, which is why it should never be considered an afterthought.
Today’s budget-conscious business owners often ask, “I’ve spent a lot of money to set up a great website and I tweet every day, so why do I have to spend even more on printed marketing collateral?” The answer is, because it helps grow your business and improve sales. While marketing departments are starting to see budgets shift toward online and educational-based communications, traditional marketing collateral still remains the backbone of small business marketing. Collateral items tell your company’s story, so that potential clients understand who you are and what you can do for them. They help build your brand, so that people understand your value proposition. And they assist in moving potential clients through the sales cycle.
The Business Card | Essential Collateral Items
Believe it or not, business cards are still one of the most effective marketing tool in small business owner’s toolbox, and exchanging business cards remains a respected tradition. A strong logo and tagline on the card can immediately communicate your value proposition. Due to their pocket-sized convenience, business cards are the type of marketing material your potential clients can easily hold on to for future reference or recommendation.
Mission Statement | Essential Collateral Items
Marketing collateral is a creative way to tell your business story so that people understand who you are and what you do. A mission statement serves multiple purposes: It can motivate you and your employees to achieve your business goals, provide direction and focus as you make decisions, and give new employees a sense of the purpose of the company. It can also provide a confident and clear statement to potential investors, lenders, and members of the media. This should also be supported with product or service fact sheets, sell sheets or company brochures that are specific to your product or service.
Posters | Essential Collateral Items
Posters are the ideal marketing material to make a show-stopping statement about your business, or products and services. Different sizes from A4, A3, A2, A1 and A0 can all help you promote your business and boost your brand’s exposure. If you want to grab the attention of your target audience and potential clients, using just the right amount of graphics on your marketing collateral is a must. They help with the flow of your content as well as emphasizing your unique selling point, and making everything easy to read and understand.
Press Kit | Essential Collateral Items
To stay competitive, you have to provide information about your company to employees, investors, existing and potential clients, media, and the general public on a regular basis. Your company’s success depends on how well you communicate what you can do for your clients. A media kit, sometimes called a press kit, is simply an information pack about a business, service, or product. It is called a media kit or a press kit because many times potential advertising mediums will ask for more information on the potential advertiser.
Letterhead | Essential Collateral Items
Your company letterhead conveys the essence of your company’s purpose and style. It’s your brand and identity, and lets your potential clients know just how professional you are. Letterheads will usually feature your logo and contact details. Ideally, your letterhead will provide easy to read information that is consistent with your other corporate branding. Using your brand’s colors to ensure the letterhead design is consistent with other corporate branding is also a good idea. However, try to limit color choices , as white space is still the key element of any letterhead design.
Go For Quality | Essential Collateral Items
Whenever you’re presenting your brand to your potential clients, you have to appear professional and reputable at all times, which means that you need to use the highest quality paper stock and best printing that is economically feasible. Go for the best quality your budget allows, whether you’re investing in the type of paper you use or the quality of video on your website or social media channels – as this all affects just how well your target audience responds to your marketing collateral.