What is marketing collateral?

Collateral is the collection of materials used to support the marketing and sales of a product or service. Collateral is intended to make these efforts easier and more effective by enhancing the credibility and trust of the brand experience with prospects and customers. Collateral can be used as a leave behind at the end of a sales meeting, to fulfill a request for information or be displayed at the point-of-sale.

Collateral includes capability brochures, college viewbooks, annual reports, posters, data sheets, sales folders, newsletters, leaflets, catalogs, manuals —virtually anything that can be printed. In this category are also materials that can be laser and inkjet printed from a website such as a PDF file.

One unique advantage of print collateral is the ease of presenting complex information in a controlled linear format. Marketing collateral can be organized and divided into sections using colors, graphics, illustrations and photography that assist the viewer in understanding the content in smaller logical chunks of information. Collateral can be easily read and reread for better retention.

In looking at the ways consumers interact with brands, it must be appreciated that their views are shaped through a variety of experiences called touchpoints. These perceptions can be shaped with or without basis, because they are skewed by emotionally charged situations. How an individual feels dictates what they will think and how they will act when considering a brand. Depending on the cost, importance and nature of the buying decision, marketing collateral can have a positive impact on almost every touchpoint, from getting into the consideration set to the final purchase.