Setting your corporate collateral strategy. February 27, 2008
Posted by Mike Bawden in Business of Business Marketing.Tags: B2B Marketing, Business Planning, Communications Planning, Small Business Trends blog
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I found this very helpful post on the Small Business Trends blog on developing a “marketing kit.” There are some very helpful tips here for B2B marketers who typically have to rely on a library of brochures, spec sheets and direct mail pieces to educate a prospective customer.
When you start
The key to starting the development of your corporate collateral strategy is “focus.” You need to build concensus among your managers concerning the following:
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Identify your target audiences, what they believe and how they view your company, product and services.
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Focus in on the things about your brand, your products and services that make a difference to your target audience(s).
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Draft messages that clearly and succinctly present your brand’s key messages to each audience.
Identifying the right pieces for your marketing “kit”
The post continues to provide a great rundown of the types of pieces that might be included in your collateral strategy. Elements include:
- Pocket folder. A “toolbox” for all your marketing tools.
- Product and Services List. What seems obvious to you, may not be obvious to your audience.
- Customer Testimonials. Include testimonials from some real-life satisfied customers.
- Case Studies. Case studies are an ideal way to explain to potential customers what kinds of problems you solve.
- Process Description. Show your clients what your model or process looks like.
The blog post goes on to provide additional, out of the box suggestions as well as some tips on producing your own collateral, how to participate in trade shows and more.
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