Project Management

First Impressions Part 4: Collateral Damage

Mike Donoghue is a member of a multinational information technology corporation where he collaborates on the communications guidelines and customer relationship strategies affecting the interactions with internal and external clients. He has analyzed, defined, designed and overseen processes for various engagements including product usability and customer satisfaction, best practice enterprise standardization, relationship/branding structures, and distribution effectiveness and direction. He has also established corporate library solutions to provide frameworks for sales, marketing, training, and support divisions.

“Slick” is what marketing materials are supposed to be in appearance and texture, but not to the point where they slide out of a reader’s hand. Unfortunately, the word “slick” has the additional negative connotation of meaning sly, shrewd, ingenious and cleverly devised. When designed properly, they draw in the reader to help influence their decision in doing more research on the subject of the document--but beware those people who write this material with unscrupulous pens.
 
In the last installment of the First Impressions series, we described how important it is to provide first-time visitors a positive experience when they take a trip to your corporate website. In this segment, we discuss how even though promotional materials are often destined for the “circular file” shortly after being distributed, yours needs to cling tenaciously to the top of the heap of papers on a prospect’s desk and inspire them to contact you.
 
Whatcha Got?
Typically, a company’s marketing collateral effort includes, but is not limited to:
  • Brochures
  • Posters and signs
  • Presentation aids
  • Demonstration scripts
  • Data sheets
  • White papers
Depending on how they are written and presented and how the audience is targeted, they …

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"A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."

- Winston Churchill