The 'Stuff' of Marketing: Collateral Pieces
by Terri Eyden on
By Jack LaRue
Collateral is the "stuff" of marketing: brochures, postcards, fact sheets, and the like. Collateral pieces are tangible things that we're all familiar with, so they're easy to talk about. That's probably why so many marketing meetings start with somebody saying something like, "We need a brochure!"
This sounds good, but it's backwards. It puts tactics before strategy, and that tends to lead you down an expensive path to failure.
It's much better to put strategy first. What, exactly, do you hope to accomplish with your marketing piece? Collateral pieces can have countless goals, but I've found they tend to fall into three broad buckets:
- Lead generation: A piece that's designed as an initial contact, with the goal of getting prospects to signal interest or request additional information.
- In-depth information: These marketing pieces are provided to customers who have requested additional information about your firm. They're often longer and more in-depth.
- Thought leadership: These marketing pieces include information that's not product or service related, such as tips or explanations of compliance issues and procedures. Thought leadership pieces are provided to customers and prospects free of charge in order to build goodwill and to establish yourself as an expert in your field. This is also known as the "content" in "content marketing."
Once you've determined what you want your marketing piece to accomplish, there are two more important items to consider:
- Audience: Who, specifically, will receive the piece?
- Delivery method: How will you get the marketing piece to your ideal audience?
Too often, firms design and purchase marketing pieces because they're cool or because other firms have them. But without a solid strategy behind your piece, it's likely to end up collecting dust. Thinking through these few points will not only improve the performance of your marketing pieces, it will save you time and money as well.
Read more marketing articles by Jack LaRue.
About the author:
Jack LaRue is the senior vice president of myPay Solutions at Thomson Reuters Tax & Accounting.
You may like these other stories...
You have a big presentation forthcoming that might enable you to land a huge client for your firm. Are you sufficiently relaxed to be at your best? Let me offer a story and some observations that drive home a crucial point....
Accountants who specialize in forensic and valuation services point to electronic data analysis, or big data, as the most pressing issue they’ll face in the coming months, according to results of a new survey released...
Renaissance avoided more than $6 billion tax, report saysThe Senate Permanent Subcommittee on Investigations said on Monday that a Renaissance Technologies LLC hedge fund’s investors probably avoided more than $6...
Upcoming CPE Webinars
We can’t deny a great divide exists between the expectations and workplace needs of Baby Boomers and Millennials. To create thriving organizational performance, we need to shift the way in which we groom future leaders.
In this presentation Excel expert David Ringstrom, CPA revisits the Excel feature you should be using, but probably aren't. The Table feature offers the ability to both boost the integrity of your spreadsheets, but reduce maintenance as well.
In this session Excel expert David Ringstrom helps beginners get up to speed in Microsoft Excel. However, even experienced Excel users will learn some new tricks, particularly when David discusses under-utilized aspects of Excel.
FRF for SMEs Series--Measurement and Disclosure Principles for various Consolidations and Business Combinations, Part 4B
This webcast will focus on accounting and disclosure policies for various types of consolidations and business combinations.