Collateral PlanningThe Collateral Planning matrix is used to organize and optimize your development, production and usage of marketing collateral materials. Before you create more and more literature for specialized purposes, with some planning, you can design literature, etc. to serve several purposes and take advantage of economies of scale. Eliminate redundancies and find new uses for existing collateral. Enter the estimated quantities of each type of litertaure you think you need to handle each situation described in the left column. Perhaps certain pieces of literature can serve multiple purposes. For example: Could you develop a catalog to mail to customers that would also appeal to your resellers? (Design the bind-in order form to accomodate the different usages?) Replace the sample data in the unprotected cells in blue with your own requirements. "Evangelism" is the ongoing 'spreading the word' without a direct sale being tied to it . (e.g. to the people who may influence your customers to buy). "Bounce-Backs" are literature with order forms to include with your product or leave behind after completion of your service with the intention that a customer will turn around and purchase an additional product or service from you. Marketing > Marketing Communications > Collateral Publications |