But as the old saying goes - everything old is new again. Savvy marketers aren’t culling collateral from their budgets, they’re innovating, using old tools in new ways and integrating them with digital in clever new ways.
Why do we need to rethink our collateral?
As marketing professionals, our job is to get the right message to our audience at the right stages of the customer journey. And different audiences require different marketing collateral
We’re going to explore some old ideas, some new ideas, and hopefully give you a few ideas of where you might be able to generate some new leads, promote your new products, entice new customers to convert or re-engage lost or abandoned leads.
The most important point to remember is - every part of your marketing collateral needs to communicate your company's message, brand tone of voice, colour, and style.
At Click Creative we use dozens of tools to create and assemble the tools your business needs to succeed in the increasingly noisy marketplace. We think finding the right combination of physical and digital efforts will give you some rocket fuel for your business. Here’s what we’re delivering for our clients with proven results.
Woke the bespoke print collateral
On the surface, it may seem that print collateral has disappeared to the dustbin of history, or that the environmental impacts are too important to overlook. But let’s take a different spin on this burning question.
Is print collateral still relevant?
Whilst most of our shopping and marketing activities happen online through eCommerce and social channels, there is still a place for custom print collateral that connects with people offline. And we shouldn’t overlook the opportunities that lie in bespoke print products and how they can help achieve business outcomes.
Print collateral can range from business cards and flyers to brochures, magazines and annual reports. Have a quick look at your fridge or junk drawer and you’ll find some really useful examples of print collateral in your home. This is the point.
As a business, you still need a mix of online and offline marketing collateral to achieve results by nurturing prospects through different stages of the buyer’s journey. Of course, not all collateral works for every business or target audience so making sure you have relevant collateral for your niche means you’re much more likely to hit the mark.
More than 75% of brands use marketing collateral to fortify their brands.
Turn your existing customers into brand advocates with great SWAG. Thinking outside the box with a freebie that gets people talking, is used regularly, means your brand is being talked about and making an impression. Great marketing collateral allows businesses to close more sales and makes your job that much easier.
Traditionally the purview of print, the clever use of print combined with digital brochures is the sure-fire way to cover many of your audiences where they are. There is still nothing more effective than a piece of collateral in hand as a reminder if it has value to the holder. Anyone who has salespeople in the field knows they have to leave something behind.
Digital oversaturation has us appreciating a finely crafted piece that they can touch. Research shows that handling a piece of print collateral can create an emotional connection to the business or product that collateral represents. And recent print technology offers a more tactile element of collateral with elements such as textured and weighted paper, stamping spot UV printing.
Using the same tools to create online content, brochures have evolved into digital information resources that are easily shareable and have notched their place as a versatile sales and support tool that can be used across every platform and channel you own.
Keys to success with your brochures:
- Have a digital and print version
- Use it as an opportunity to educate
- Keep it simple with your CTA message
- Keep consistent brand positioning, message and design
- Using graphics and images over text.
Here's a great example of an online brochure we love.
The traditional method of delivering corporate financial information as pdfs and thick magazines made them dry and lifeless. Organizations like PWC, Deloitte and Forresters must constantly deliver reports for their stakeholders and because of the volumes they produce, their format tends to be static and flat - leaving much to the imagination in the way of engagement. These will always have their place, as the backbone of your delivery, but consider some other more engaging options that can work alongside this traditional necessity.
Using online content platforms we can create a myriad of engaging tools for your digital reports including interactive charts, infographics, and visual aids to present your numerical data. Most importantly, your report will be responsive and viewable on different devices, making it more accessible. And heck - we might even save a few trees along the way.
The big presentation
As a business, you should be giving persuasive and activating presentations that represent your work. Getting attention isn’t terribly difficult, but keeping it is. Whether you’re presenting to a prospective client or before a panel of potential investors, your goal is the same - inspire your audience. Inspiring trust leads to conversions and more business.
Here are the keys to creating a great presentation:
- Use vibrant design elements. Create your billboards and keep it simple.
- Pick 3 main points/takeaways to focus on.
- Tell a story. Our brains are hardwired to respond to stories as survival and entertainment. Instead of focusing on data and facts, focus on the narrative. It will help the audience remember your presentation long after it’s over.
- Use visuals to explain complex ideas- include data that matters
- Ask questions. Break up your content and leave space for audience discussion points.
- Provide an interactive digital copy of your presentation as a follow-up.
Get on the SWAG
In-person events have started returning and lifestyle changes are influencing buying trends. We found that these are the top trends for 2021 in the promotional products space:
Here are some ideas that we think will help your business stand out in 2021:
- Eco-friendly reusable travel cups, cotton shopping bags
- Work from home products - notebooks, pens, mugs, tees
- Using Australian made products
- Tech gadgets - anything wireless/Bluetooth like earbuds and chargers
- Return to the office PPE & hygiene hand sanitiser, facemasks
- Co-branded products from well-known manufacturers like Titleist, Nike, UA and other known brands.
- Outdoor products- suncare, waterproof sacks, sports towels, picnic blankets, frisbee
Our client APPA (Australiasian Promotional Products Association) has an extensive list of providers and products to choose from.
Bricks and mortar outdoor signage still counts
Outdoor signage. It's cost-effective, a high return on investment, targets many demographics, is non intrusive, drives traffic, and can be personalized.
Consider these options:
- Outdoor wall signs. If you have a corner building or space on the side front or top of your building, this an excellent option for creating a highly visible sales tool for car and foot traffic.
- Sidewalk Signage for brick and mortar. People look down more than up
- Roll-up Banners, event logo walls, vinyl portable signage.
- Window and Floor Graphics. Think about how the floor at Ikea directs you, or the last time you saw that gorilla marketing sidewalk chalk paint advertising.
- Vehicle signage and wraps. If you are out on the road regularly, nothing says look at me more than a cleverly designed vehicle wrap.
Every landing page needs to be designed to achieve a specific business objective. The key assets may be similar between pages and platforms, but each will speak to a different audience, at a different stage of the customer journey with a different purposeful call to action.
Here are some of the elements we use to maximize the success of a landing page:
- Keep it simple and to the point
- Identify key selling points and competitive differences
- A/B test your content
- Give them an incentive, create scarcity or urgency
- One single Call to Action
- Create a visually appealing page
- Name drop, use social credibility, client testimonials
- Create powerful compelling copy
- Maintain your brand consistency of tone and look
- Leverage chatbots.
Be the pillar of your content community
A pillar page is a high-level piece of website content that covers a core topic to your business and links out to other similar articles about subtopics. Used similarly to a wiki for a large document of information, or long-form writing it provides an informative detailed educational piece that will help your customers understand the mechanics or underlying principles of what you do. Having pillar content on your website is a resource you can refer to for more information, is great to prove the depth of your knowledge and skill, and can be used as part of an ebook, and give-aways such as white papers.
Blogs can drive traffic, improve your website SEO, promote products and services, and build trust in the customer journey. Use blogs to create awareness at the top end of your funnel to educate and build trust and follow up using automated drip email marketing sequences as your personal sales team.
Here are the rules to follow when your blog is a marketing tool:
- Keep it short, sharp and on point. 700-1500 words is sufficient to get your brands message across
- Have a strong call to action. Your audience needs to know what to do next
- Automate your blog with RSS feeds and drip email sequences following
- High-quality videos and images will keep people on your page for longer.
Ebooks & Whitepapers
Creating an ebook is an effective way to position yourself as an authority in your niche whilst sharing a great resource for your customers. Use an ebook at the top of your funnel by offering a valuable piece that your audience is willing to hand their email over to see.
Repurpose your ebook into smaller more technical content pieces, whitepapers, automated email flows and continue to pull your audience through the awareness of engagement. Be sure that your design is strong, your content is valuable and strengthens your brand position.
Most of us don’t host big conferences, but we’ve all been to one and guaranteed you’ve received an industry magazine in your swag bag. It’s a great way to access new audiences especially when they are specifically dedicated to the subject of the specific event.
Use them to detail conference highlights, speakers details, schedules, along with great content that aligns with topics, keynote sessions, and industry news. Give the readers as many reasons as possible to refer back to your magazine as an informative, educational and even entertaining publication.
Don’t forget a digital version that can be downloaded or viewed online through gated content. A mutual exchange of email for content means a win-win for both parties.
Check out this awesome example of an online event magasine.
Research has shown that humans are better at processing visual information than text. Infographics can help express and explain complex ideas and data visually. An infographic can include illustrations, graphs, data, or a combination of any of those elements. They’re great as standalone pieces of content or included as part of a larger body of work and are exceptionally suited for social media channels to get a point across very quickly.
Quality video content is an omnichannel tool with exceptional ROI. Consider the mass amounts of YouTube channels that educate and market to every segment imaginable. Educational video series, video to support landing pages, website content etc is the best way to engage users immediately. More than 50% of people watch at least one video per day and that consumers will spend more than 2X time-on-page. Those numbers always stack up quickly and make it one of the most efficient and conversion-friendly collateral tools.
Video may seem daunting when considering the time, effort and expense but as your channels grow, video needs to be a part of that marketing strategy. Video strategies we love:
- Lifestyle brand experience
- Behind the scenes
- Testimonials & reviews
- Industry Interviews
- Sheer entertainment and User Generated Content.
Video is an invaluable marketing tool. Being consistent in your message, branding and call to action and video can bring you exponential levels of engagement and marketing success.
Cashing in on case studies
The best way to showcase your company's success stories is through case studies. They generally contain four main components: challenge, solution, result, and a testimonial. The goal of your case studies will be to demonstrate how you achieved a successful outcome.
From there you can share and repurpose great client results including:
- Skills and capabilities and deliverables
- Data and analytics
- Proof of concept and product
View Click Creative Case Studies
VR is one interactive platform that has seen a massive surge in popularity (not just in gaming), thanks to portable devices like Google Cardboard (https://arvr.google.com/cardboard/). Its a simple and inexpensive piece of cardboard that can make such a big difference in the way people view content.
Alongside more popular devices such as Oculus Rift, people can have a fully immersive experience inside video games and stories. Previously they were predominantly a domain of video games, but brands like TOMS and Volvo are embracing the power of VR in their advertising to improve customer experiences.
When stores closed during the Covid-19 pandemic, brands and retailers were forced to find new ways to engage consumers. Using VR & AR, they started building simulations of the real-life experience, shopping, how-to videos, live streaming, and masterclasses.
“Covid has created a new level of intimacy created between brands and consumers, and there’s an opportunity to drive technology to support this new consumer behaviour,”
~Oliver Wright, Global Lead of Accenture’s Consumer Goods & Services Industry Group
Volvo’s ingenious campaign gets prospects into a virtual test drive. This accessible experience is creating an exclusive shopping environment for those unable to physically visit a showroom.
AR shopping - follow the leaders
You’re probably familiar with the Pokemon Go craze from a few years back. That was the first wide-scale adoption we saw of AR technology, but that experience pales in comparison to the adoption we are seeing today by the largest retailers in the world including Google and Amazon who are leveraging technologies and pushing the boundaries of what your online shopping experience can be. Personalised shopping experiences with the likes of Ikea, Bobby Brown and even Kellogs are helping consumers virtually test out products before committing to buying, shipping and returning.
“ 81% of marketers say that interactive content is better at grabbing their audience’s attention."
Source - The Content Marketing Institute
Now that you’re equipped with knowledge of every marketing collateral type you need, you can own your entire marketing communications suite and create any collateral to keep both new and existing customers coming back to you.
Since we’ve discussed the future of web-based content in the above section, you’re already one step ahead of most marketers out there. So why not start by creating some collateral with us?
Let's get started today!