Marketing Collateral

As you read in last week’s blog post, marketing collateral is an extremely important part of any marketing campaign and can be an invaluable tool for your brand. Sales materials that create a unique narrative for your product or service often serve as a gateway into your brand for many prospective customers and can help to generate leads and drive revenue.

With so many different forms of media available for you to broadcast your message across – including print materials like brochures, sell sheets and flyers, and other forms of media like videos and interactive presentations – the potential to create a truly dynamic marketing campaign exists. When utilized correctly, each piece of marketing collateral can work in harmony to encapsulate a complete brand experience, with your overarching message serving as the catalyst to drive interest in your product and increase brand exposure.

Of course, for many companies struggling to develop their brand’s identity, creating a full complement of sales materials can be an overwhelming task, if not an impossible one. It’s a challenge that many businesses back down from, but it’s these kinds of challenges that Timmons&Company embrace with open arms. At Timmons&Company, we dig ourselves into the marketing trenches and fight alongside you every step of the way to help you develop your identity, craft your message and seamlessly weave it into your brand’s narrative in the most impactful way.

More importantly, we help your brand stand out from the crowd by emphasizing the unique qualities that set your product apart from the rest and by creating visually engaging marketing collateral that can define your brand for and create a lasting impression for years to come.

In some cases, marketing collateral will be the first time the public is exposed to your brand and we all know how important first impressions are. In one particular case, Timmons&Company helped a client develop their first marketing collateral pieces after they had already been in business for several years. To their already existing clientele, this company’s brand and product were well-known. But to the rest of the world, these sales materials would essentially serve as their first impression, introducing their brand to a whole new base of potential customers that were previously unaware of them.

Beyond a good first impression, it’s important to figure out what your strategic need for these pieces of collateral is. For example, are you developing the pieces for an upcoming tradeshow your company is attending? If so, it’s important to not only create pieces that will be relevant at the event, but also ones that are consistent with your brand’s overarching theme. Think long term and focus on what your goals are.

For example, Timmons&Company recently designed and created marketing collateral for two different clients preparing for tradeshows in their respective industries. Although both companies deal with very different client bases and offer products and services that appeal to specific needs, we were able to create a fully encompassing tradeshow experience for both, by designing and creating brochures, signs, banners and other materials that told a complete story about the product and the brand and appealed to attendees on a personal level.

Another problem that many companies encounter when trying to develop marketing collateral, especially companies selling highly technical products or services, is that it can be extremely difficult for them to get their message across without drowning their audience in technical language that leaves them overwhelmed and confused, rather than engaged and curious.

Timmons&Company has an extensive amount of experience in communicating the benefits of highly technical products and services in a way that makes them not only easy to understand, but also interesting, engaging and relatable. Creating marketing collateral for technical products and communicating a specific message without relying on the heavy-handed use of technical jargon is a precise skill to have, and one that we are certainly equipped with.

We have done work with many companies in technical industries like medical device manufacturing and industrial engineering and succeeded in creating marketing collateral for their products and services that resonates with their audience, while maintaining consistency with brand messaging. The challenge of communicating the benefits of a product or service that is highly technical in nature is a challenge that many companies aren’t equipped to take on – but it’s one that Timmons&Company will never back down from.

The key to creating meaningful and impactful marketing collateral is to create pieces that serve as an introduction to your brand for the uninitiated, while also drumming up enough interest in your product to lead to future engagement. As a supplement to your overarching brand message and as part of a complete marketing campaign, sales materials can be an extremely useful way to generate new leads and grow your customer base.

To learn more about how Timmons&Company can help your business develop creative marketing collateral, visit our website or email Bob Kent at bk@timmonsandcompany.com. You can also keep up with our weekly blogs and other social media posts by liking us on Facebook, following us on Twitter or visiting our LinkedIn page.

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Posted on July 28, 2014 in Ad Agency Philadelphia, Campaigns, Content, Creative, Engagement, Marketing, Timmons&Company

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