8 Collateral Marketing Items Every Small Business Needs
Over time, you’ll want to provide information about your company to lots of a variety of different people: employees, investors, existing and potential clients, and the media. Your company’s success depends in part upon how well you communicate that information. This, in turn, may depend upon how well you prepare collateral items, ranging from company and product fact sheets to biographies of key employees.
Every business should always have the following eight items on hand, ready to distribute. Get them printed today.
- Company fact sheet. Potential investors, employees, analysts, and media people should be able to learn important facts about your business with a quick look at your fact sheet. A company fact sheet should include the following information:
Date the company was founded
Location of headquarters and any affiliate offices
Names and brief backgrounds of founders and upper-level management
Contact information
Brief mission statement - Product fact sheets. Keep a fact sheet on file for each of your products or services. A product fact sheet should include the following:
The product’s function
Distinctive features
Comparison to similar products on the market
Quality level
Reliability
Cost - Biographies on founders and senior management. Have a bio on hand for each founding member of the company, every senior manager, and each member of the board of directors. Bios should include:
The person’s education
Relevant experience
Awards or honors
Publications that feature the team member or the team member’s work - Mission statement. A mission statement can motivate and direct employees; it will also give new hires an idea of how your company works. You can also show the statement to potential investors, lenders, or members of the media. If you need help crafting a mission statement, read Ten Tips for Writing an Effective Mission Statement.
- Company background. Whereas the company fact sheet essentially is just that — a list of facts — this document is written in paragraph form and should include more detail.
- Current list of clients and partners. This information may be of interest to investors and potential clients.
- Press kit. When you open your business or launch a new product, consider sending out a press kit. Press kits are also handy to pitch your business at a trade show. Your kit should include the following elements:
Folder with your company’s logo
Personalized letter pitching your company, product, or service
Company fact sheet
Product fact sheet
Press release
Articles written about your company
Business card
Company background
While you may want to keep a few press kits on hand, don’t keep a giant stack of them around. Otherwise, you risk distributing out-of-date materials. Instead, keep each element of the press kit in a computer file, and update as needed. For additional information on putting together a press kit, read Developing a Press Kit for Your Small Business. - Clip file. Someone in your office should collect and maintain any articles written about your company. Note: If you are thinking about mounting a PR blitz, consider hiring a PR firm to track where press kits were sent, to make sure they are received, and then to monitor the press for mentions of your firm.
Provided by AllBusiness.com
