Make an emotional appeal with print
Marketing collateral is used to support a company's primary advertising message to consumers. Marketing collateral is also used to communicate important information to partners about a company's products or services. Digital media has enabled marketing collateral to assume formats beyond printed material to include Web content and point-of-sale electronic devices. Printed marketing collateral frequently runs parallel to other media that is used to communicate your primary message.
Effective consumer-oriented collateral has an emotional appeal that communicates a unique and richly-rewarding user experience gained from buying the product or service. It usually supports or echoes the user benefit found in your main advertising message, including a compelling call-to-action.
Marketing collateral usually includes:
- Product brochures
- White papers
- Case studies
- Success stories
- Data sheets
In a way, the Web is like your Hollywood agent: It speaks for you whenever you're not around to comment.
Chris Brogan & Julien Smith – Authors of Trust Agents