- Chapter 01 What is Marketing Collateral?
- Chapter 02 Marketing Collateral Samples
- Chapter 03 Marketing Collateral Strategy
- Chapter 04 Different Types of Marketing Collateral
- Chapter 05 Ideas for Marketing Collateral
- Chapter 06 Marketing Collateral Management System
- Chapter 07 Making Salespeople Smarter with Marketing Collateral
- Chapter 08 Measuring the Effectiveness of Your Marketing Collateral Strategy
In the previous section, we explained what is marketing collateral. Let us now look at a few examples of marketing collateral to understand how industry leading companies are enticing their target audience in myriad ways.
Take a look at Dell Technologies’ Perspectives website. The content housed in it can fill an entire office building! From Formula One racing to urban farming to robotics, pick your favorite topic. The common theme that binds all the stories in the website is technology. That is how Dell Technologies is positioning themselves to their target audience at large. So, what do they do to help drive traffic to this website? They enlist everybody from small guys to the big kahunas – influencers, small-business experts, YouTube mavens and entrepreneurs to share their stories. A smart recipe for success.
On the other hand, Marriott is taking the content creation game to levels never imagined before. The hotelier set up an inhouse creative and marketing collateral studio in September 2014. Since then, the company boasts of a number of successful TV shows such as The Navigator Live, The Two Bellmen and French Kiss (which garnered over 6.2 million views on YouTube). “We are a media company now,” says David Beebe, Marriott’s Emmy-winning vice-president of global creative who was hired from Disney. The French Kiss, originally created to drive revenues, gave the company $500k worth of bookings inside 60 days.
Similarly, the car rental company Zipcar is using innovative ways to keep its target audience engaged. They have mapped the personas of their target audience very well. Not only do they have a very active YouTube channel that hosts videos ranging from 'How to use Zipcar' to parallel parking, they have an active blog section on topics such as “Top 10 Weekend Road Trips for the Time-Strapped and Adventurous,” and even blog on themes that resonate with their target audience such as city living, fashion, hiking locations, sustainable living, travel inspiration stories etc. Zipcar has managed to hold onto its own and become even more popular amongst its target audience despite being acquired by Avis, a monolith in car rental in 2013.
Equinox, a US-based upscale fitness and high-performance company that operates several fitness brands has a dedicated website called Furthermore, an eponymous online fashion, fitness, lifestyle and travel magazine that engages readers absorbing content. Led by publishing veterans, this online magazine churns content that was originally in the form of Q Blog within the Equinox domain. In order to make this a complete package, the company has assembled triathletes, photographers, stylists, directors and writers from The New York Times, Condé Nast Traveler etc.
Companies are also using their target audience to generate content that is authentic. For example, the travel gallery by First Republic compiles stories by its customers who have travelled to holiday destinations and share their tips and experiences. They even feature stories of how their clients are bringing a positive change in their communities. Starbucks’s My Starbucks Idea is another example of innovative community-based marketing. Their simple yet transparent site allows participants to submit their ideas, express their opinions on other people’s ideas and share feedback. Popular additions to their menu such as Cake Pops, Hazelnut Macchiato, and even the free Wi-Fi are outcomes of this campaign. Besides, the company can also scan for patterns in the submissions and see what their customers are looking for.
That is the power of marketing collateral. It can sway target audiences your way like nothing else.
More Marketing Collateral is on the Way
According to PQ Media’s forecast published in July 2015, spending on marketing collateral is expected to touch $313 billion by 2019.
Furthermore, Content Marketing Institute’s 2018 trends, budgets and benchmarks report for North America showed that 56% of organizations displayed high levels of commitment to creating marketing collateral and 36% of them said they were somewhat committed.
It comes as no surprise that companies such as MindBody, Salesforce, Bottomline Technologies, Tableau, Oracle and Johnson & Johnson, all had marketing & sales budgets in excess of 20% of their revenues in 2016-17. And, revenues for all of these companies grew year-over-year during the same period.
So, what do these numbers tell us?
There is going to be more and more marketing collateral created and distributed in the years to come.
But, in all of this cacophony, ask yourself these three key questions:
- How do you know what does your target audience like?
- How can you spend your budget on marketing collateral more productively?
- How do you measure the ROI of your marketing collateral?
“If You Can't Measure It, You Can't Improve It.” - Peter Drucker