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In marketing and sales, marketing collateral is a collection of media used to support the sales of a product or service. Historically, the term "collateral" specifically referred to brochures or sell sheets developed as sales support tools. These sales aids are intended to make the sales effort easier and more effective.
The brand of the company usually presents itself by way of its collateral to enhance its brand through a consistent message and other media, and must use a balance of information, promotional content, and entertainment.
Common examples include:
- Sales brochures and other printed product information
- Visual aids used in sales presentations
- Web content
- Sales scripts
- Demonstration scripts
- Product data sheets
- Product white papers
- Promotional pictures