Marketing collateral consists of printed materials that describe a business and its products and services. Marketing collateral includes brochures, newsletters, fact sheets, press releases, and other printed materials produced by or for an organization.
Marketing collateral is used to support a company’s primary advertising message to consumers. Marketing collateral is also used to communicate important information to channel partners about a company’s products or services. Digital media has enabled marketing collateral to assume formats beyond printed material to include Web content and point-of-sale electronic devices. Dubbed “collateral material,” marketing collateral frequently runs parallel to other media that is used to communicate the primary message.
Marketing collateral is commonly used after a company has made initial customer contact through advertising or other means. It can take the form of a follow-up a mailer, white papers, newsletters, PowerPoint presentations, Web blogs, brochures and even electronic displays in retail stores. Business-to-business collateral, often called sales collateral, is commonly used to acquire new channel partners, to explain details of sales and merchandising programs companies want their partners to execute and to presell consumer advertising and promotional activity to channel partners.