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Collateral Marketing Best Practices

This best practices post is a component of the PIP Program which is being developed with the intention of combating any mainstream stigma associated with self, or independent, publishing that exists in the market place.

 

We have created this post to gather input on criteria associated with this topic and its place within the PIP certification process.

 

We would like to encourage you to contribute your opinion, advice, and expertise on this subject, as a way to help the independent publishing community establish a qualitative process of evalutation for the PIP Program.

 

If you are interested in contributing to other topics associated with independent publishing, please visit the PIP index and do not hesitate to participate by contributing to those topics that are of interest to you:http://www.spannet.org/page/pip-input-criteria

 

To read, or critique, the current PIP statement of purpose, visit: http://www.spannet.org/group/PIPcertification/forum/topics/pip-stat...

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Replies to This Discussion

Permalink Reply by Pavarti K. Tyler on June 27, 2011 at 7:53am
What does this mean?
Permalink Reply by Bradley Flora on July 6, 2011 at 2:44pm

Wikipedia does a great job of defining Collateral Marketing:

 

http://en.wikipedia.org/wiki/Marketing_collateral

 

"

Marketing collateral, in marketing and sales, is the collection of media used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective.[1] The brand of the company usually presents itself by way of its collateral to enhance its brand.

The production of marketing collateral is important in any business' marketing communication plan.

Common examples include:

  • Sales brochures and other printed product information e.g. Z-CARD.
  • Visual aids used in sales presentations
  • Web content
  • Sales scripts
  • Demonstration scripts
  • Product data sheets
  • Product white papers

It differs from advertising in that it is used later in the sales cycle, usually when a prospective purchaser has been identified and sales staff are making contact with them.

Typically these are made to follow the same corporate identity as other corporate publications including:

  • Complimentary slips
  • Business cards
  • Letterhead"
Permalink Reply by Bradley Flora on July 6, 2011 at 3:08pm

One direction that I think a conversation about collateral marketing could go is how presentation, and the writing, of marketing copy can be crafted to overcome the potential cynicism towards unsolicited marketing messages that is embedded deep in the human psyche, from exposure to constant marketing and advertising efforts.

 

In this regard, I think a Best Practice, when it comes time to create any Collateral Marketing material, is to consider, to the extreme, the context and presentation of the marketing message from the perspective of the final end-user (i.e. the consumer).

 

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