The marketing function in any business has a high expense profile. This is due in large part to the need for an array of marketing materials—known in “marketing speak” as collaterals. The purpose of collaterals--brochures, white papers, newsletters, web sites, and other printed or electronic information—is to increase awareness, recognition, and interest about a company (or particular product or service) in its target market.
Service firms must rely almost wholly upon collaterals to attract and interest customers. With no tangible product to see, touch, or try out before buying, these companies need to convey their quality, reliability, and value by proxy—and collaterals play a
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major role here. Collaterals are “service samples” for potential customers. They represent their companies symbolically through the quality and value of their content, the appeal of their graphic design and color schemes, and even, in the case of printed materials, their texture.
