If your house needed a new roof, would you replace it yourself? I’m guessing you wouldn’t – because you’re a marketer, not a roofing expert.
So why are you still handling your company’s literature distribution in-house?
As we all continue to adjust to the restrictions imposed by the coronavirus pandemic, we’re finding new ways to work and connect with each other. For most of us, that means working from home, canceling events like trade shows, and foregoing most in-person contact.
If you were interviewing for a new job, you would dress appropriately – in effect, “package” yourself – in order to make a favorable first impression on your potential new boss. Marketing collateral is often your company’s first tangible contact with prospective customers. Shouldn’t it be attractively packaged, too?
Spoiler alert: the answer is “yes.” And the best way to do that is through custom kitting.
Sales collateral has an almost magical ability to multiply and can consume a significant portion of your marketing budget. With winter almost over, it’s not too early to think about “spring-cleaning” your print materials and to implement an ongoing sales collateral management program. Here are three steps to get you on the right path.
Do your sales people, distributors or agents complain that it’s hard to order sales literature or it takes too long to get it?
Are you frustrated by the amount of time and money you spend creating and managing your marketing assets?
Here’s a disturbing statistic. According to research done by Sirius Decisions, somewhere between 60 and 70 percent of a typical company’s marketing collateral is never used by their sales people.
Yikes! That’s a lot of wasted budget!
There are several reasons this can happen, but one of the most common is that your sales team thinks your materials are irrelevant. In other words, your beautiful, expensive collateral just
Who doesn’t love the sense of achievement that comes with successfully completing a do-it-yourself project? There’s something incredibly satisfying about getting the job done without calling in a professional – not to mention the money you save.
But you have to know your own limitations.
You invest a lot of creativity and budget dollars into your marketing collateral, refining your messaging and design for maximum effectiveness. But, when it’s time to deliver those materials to your prospects or customers, is ho-hum packaging undercutting their impact?
Here’s an amazing, fun fact: Kudzu, an Asian vine brought to the U.S. in 1876, can grow as much as a foot a day.
Do you know what else can grow incredibly quickly? Marketing collateral.
If you haven’t taken a good, hard look at your inventory in a while, you might be surprised to learn what’s hanging around in your (or your fulfillment partner’s) warehouse. No doubt, there are pieces that are seldom, if ever, used;