Collateral has referred to brochures or sell sheets developed as support tools for sales staff. Collateral has been used to include marketing materials such as brochures, business cards and other promotional items.
We’ve moved to the digital landscape, our definition of marketing collateral has evolved. Most companies and organizations haven’t abandoned business cards and letterhead, these assets have taken a backseat to the website and other digital assets that deliver a concrete return on marketing investment.
Collateral is no longer a static, one way channel. Today’s marketing assets are what provides an engaging experience for your audience.
That’s why today’s collateral is created by a deep understanding of your ideal buyer, supporter and their touchpoints with the brand. Planning and creating collateral requires careful planning and creatively executed marketing and sales.