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The move towards online media has opened up endless opportunities for companies to promote their products and services. The internet has made it possible for brands to reach more consumers than ever without depending solely on face-to-face interactions. However, these traditional methods, which require direct contact with consumers, are no longer the only option. In the past, businesses relied heavily on printed materials. Anything you can use to communicate your company’s brand message is considered marketing collateral. This includes everything from print materials like posters and flyers to digital content like catalogs and digital magazines. Marketing collateral is any media material used to promote a company’s products or services. This guide will detail the most important types of marketing collateral you should include in your repertoire and explain how and when to use each type. Targeting different audiences with the right marketing collateral will help you generate leads, promote new products and campaigns, entice new customers, re-engage existing ones, and make yourself more publicly known. No matter how well-known your brand is, you will always have to approach different audiences with the appropriate marketing collateral. Pushing for a hard sell right off the bat will not work.
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Perhaps, an email newsletter announcing the new album with an iTunes download link would have sufficed.īefore convincing someone to buy into your product or service, you must nurture them through the buyer’s journey with the right collateral for each stage. Using the right type of marketing collateral with tailored messaging to new and existing fans could have saved them from the backlash. Rather than attracting new fans, indiscriminately putting an unwanted album into millions of user’s iTunes accounts provoked resentment and even feelings of violation. New listeners who were unfamiliar with their music weren’t ready to commit yet.
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What in theory should’ve been a good marketing move (after all, everyone was getting something for free) ended up backfiring on both U2 and Apple.Įxisting fans may have appreciated the free music, but not everyone listens to U2. Remember when U2’s Songs of Innocence album magically appeared in your iTunes library back in 2014? Many people were not pleased about an unwanted record showing up in their music library and had a lot of trouble getting rid of it again.