Collateral materials help you make a positive impression on potential customers.
Advertising has become more complicated and interesting as a result of the arrival of the digital age. Print advertising is now only one option of many that companies can take advantage of to spread their message and gain customers. Collateral materials and grants are ways to keep the attention of the customer and drive sales after the primary advertising has done its work. For example, you give a customer a business card in hopes that, sometime later, she will take it out, remember you and contact you in hopes of doing business.
Collateral Materials & Grants
Collateral materials and grants are advertising efforts in a broad range of media intended for use after a customer is already aware of the business and what it does. These materials can include brochures, posters, websites and banners. Collateral materials are a way to continue the relationship between the business and future clients.
Examples and Possible Purposes
Some collateral materials offer additional value. If a company distributes folders or pens branded with the corporate logo, consumers will think of the company upon each use. When you go to the movies, for example, you may find that the popcorn buckets at the concession stand are decorated with advertisements for a soft drink company or a feature film that will be released in the future. These collateral materials provide continued exposure for those brands, but in a subtle way.
Distribution Methods
Collateral materials can be distributed at trade shows and conventions as part of a more personal initial contact with the recipient. It's also possible to distribute collateral materials through mail or e-mail. Direct-mail marketing can be specifically targeted to people who have already started a relationship with the company.
Grants
Even though it may seem that a company is simply giving away free money, grants can be an effective example of collateral advertising materials. When a company gives a grant to a cause most people thinks is worthy, this act of charity usually inspires positive feelings in prospective customers. For example, the Pepsi Corporation's Refresh Project allows people to vote to decide where grant funds will go, while leading people to believe Pepsi is a responsible corporate citizen.
Supporting the Brand
Building a strong brand is an important goal for many companies. Collateral materials remind people about a company in a number of different environments. The Hoyt Organization, a public relations firm, points out that collateral materials build your brand and differentiate your company from competitors.
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