Helping Publishers Sell More Books in More Ways
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.
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Wikipedia does a great job of defining Collateral Marketing:
http://en.wikipedia.org/wiki/Marketing_collateral
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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:
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:
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).