Marketing collateral is one of those funny terms. Depending on what line of business you are in — whether real estate, heavy machinery, technology or something else — marketing collateral could be a brochure or sales piece that shows off something your company makes. Whereas if you offer services, you're probably thinking that marketing collateral presents the bullet points that sell your expertise.

Recently, marketing collateral has been popping up outside the office suite. Organizations like the Northern Colorado Economic Alliance have been using it to bring business to Colorado. In addition, voices in the tech sector emphasize collateral's importance in building relationships and trust, even in an increasingly digital business world.

Often in 2016, marketing collateral is designed to be engaging and informative, while displaying something more exciting and inspirational than standard sales messages. For example, this summer New York City rebranded. The campaign is more than just a reboot of the old "I Love New York" tourist slogan or TV commercials pitching The Big Apple.

Along with some new logo graphics and promotional buttons pitching every neighborhood from Williamsburg to Wall Street, New York has put together a whole range of marketing collateral pieces that include colorful photos and maps along with narratives about planning a trip to New York City and what to do once you are there. While the Statue of Liberty and Yankee Stadium are included in the attractions, the NYC branding campaign also promotes the city’s wonderful events like NYC Restaurant Week, a guide to TV show tapings, "Shopping 101", and art and architectural tourism.

On top of that, to add a little flare and sense of direction, NYC's marketing collateral incorporates various "NYCgo City Icons" that denote every feature, including neighborhoods known for their vast array of eateries to the local phenomenon of bodega cats. Overall, NYC's marketing campaign integrates its print and digital brochures with the NYCgo website, social media and eye-catching graphic info posters spread throughout New York.

It is true that brochures and catchy print pieces have been a staple in tourism for decades. The brochure has been equally important in hospitality and real estate as well. Still, smart businesses recognize that the way people consume information now is different than in the 20th century.

Tapping into this principle, auto maker Nissan went a step beyond the showroom to help prospective new car buyers shop for cars. In putting digital brochures to work — on the iPad and other digital devices — Nissan can acquaint car shoppers with a car's new features and also help get the ball rolling for serious buyers. While technology allows car buyers to explore and compare models with interactive apps and slick marketing collateral, the brochure has played a historic role for other auto makers like GM, in both highlighting products and telling stories.

As an expert in graphic design, Idea Custom Solutions partners with businesses that serve SMBs. Together, we enable their customers to convey what they offer in digital and print. Tap our expertise to make even the simplest marketing messages shine with world-class design for marketing collateral, from brochures to flyers to newsletters and more!