Do you have stacks of papers in every drawer of your office, and files buried in every sub-sub-subfolder of your computer? That can be overwhelming and inefficient. You can put your mind at ease by creating a system to manage your documents and marketing collateral. Some of your documents will be internal (for your team’s eyes only), and those can often be organized in a cloud-based file structure like Google Drive, Dropbox, or OneDrive. However, for your external marketing collateral, the collection of media used to support sales of your product or service, a more specialized approach is needed. This includes a vast range of materials, both digital and physical.
The Risks of Disorganization
Without a proper management system for your collateral, you could run into significant problems that cost you time, money, and brand integrity. These issues can include:
- You can’t find the materials you need: Time is wasted searching for the right logo, brochure, or social media graphic.
- Existing assets are outdated: Sales teams might be using old pricing sheets or presentations with outdated branding.
- Branding becomes inconsistent: Different departments use different versions of logos, fonts, and messaging, diluting your brand identity.
- Materials are double-ordered or recreated: Money and resources are wasted recreating assets that already exist but can’t be found.
The Broad Spectrum of Modern Marketing Collateral
Marketing collateral has evolved far beyond simple flyers and business cards. To manage it effectively, it’s important to understand the full scope of what you’re dealing with.
Digital Collateral: This is often the largest and most dynamic category.
- Website & Blog Content: Landing pages, case studies, white papers, and infographics.
- Social Media Assets: Images, videos, GIFs, stories, and ad creatives for various platforms.
- Sales Enablement Materials: Presentations, sales scripts, email templates, and product data sheets.
- Video & Audio: Promotional videos, tutorials, podcasts, and customer testimonials.
Physical Collateral: Tangible materials remain crucial for making a direct impact.
- Print Materials: Brochures, catalogs, direct mail pieces, and business cards.
- Event Materials: Trade show booths, banners, signage, and presentation handouts.
- Branded Merchandise: T-shirts, pens, notebooks, and other promotional items (swag).
W2P and DAM: The Modern Solutions for Collateral Management
Collateral management systems are cloud-based applications allowing for access from almost anywhere and by anyone you authorize. Two key solutions in this space are Web to Print (W2P) and Digital Asset Management (DAM).
- Branding becomes inconsistent
- Materials are double-ordered
What is W2P?
Collateral management systems are cloud-based applications allowing for access from most anywhere and by anyone you allow. The best method available today is Web to Print (W2P) services. With W2P, your collateral materials are available on your own ordering site, allowing for easy viewing and retrieval for print requests. W2P solutions offer the following services:
1. Everything is web-based and accessible through a dedicated portal on the internet. This portal is your custom online shop for all your collateral needs. As long as you have a web browser, you can log in to view and make print requests.
2. User access can be controlled by one or a few administrators to monitor requests and costs. Different collateral can be available to certain users as needed. Caps can be placed on certain users limiting the amount of money spent on print jobs without administrative approval.
3. Collateral can be set up to be customized when needed. This is especially helpful for companies with a high number of employees, for example, and can’t keep static files of each person’s business cards – they can customize their information on a template instead. Templates can also be created for other ever-changing pieces, such as event flyers.
4. Everything stays up to date! Managing your collateral is especially vital if your company is rapidly growing. Rather than an old logo being used when some employees haven’t received the newest file, the new one can be made available immediately across all collateral. Before money is spent on orders placed with the outdated logo, it has been retired and archived.
5. Why make large bulk purchases when you can save money and only order when you need it? Every office has at least one cabinet spilling over with old brochures, flyers, and other items. With W2P, your office doesn’t have to be that way.
While our society is going more paperless, there is always going to be a need for print. You can stay at the top of your game by maintaining and improving your brand management.
DAM vs. Traditional Cloud Storage
For digital assets, a Digital Asset Management (DAM) system is a far more robust solution than standard cloud storage. While platforms like Google Drive are great for general file storage, they lack the specialized features needed for managing a large and complex library of marketing assets. Here’s a quick comparison:
|
Feature |
Traditional Cloud Storage (e.g., Google Drive) |
Digital Asset Management (DAM) |
|
Search |
Basic search by filename. |
Advanced search by metadata, tags, colors, etc. |
|
Version Control |
Basic version history. |
Robust version control with clear approval logs. |
|
Permissions |
General access controls (view, edit). |
Granular, role-based permissions for specific assets. |
|
Automation |
Minimal. |
Automates tasks like format conversion & watermarking. |
|
Integration |
Limited. |
Seamlessly integrates with marketing tech stacks. |
A Step-by-Step Workflow for Effective Collateral Management
Implementing a structured workflow is key to taking control of your documents. This process ensures that all stakeholders are aligned and that your collateral remains organized, current, and on-brand.
Step 1: Conduct a Comprehensive Collateral Audit
Before you can organize, you need to know what you have. Create a checklist and perform a thorough inventory of all your digital and physical assets.
- Locate and List: Identify where all assets are currently stored.
- Categorize: Group assets by type, campaign, target audience, or stage in the sales funnel.
- Evaluate: Assess each asset for relevance, accuracy, and brand alignment. Is it current? Is it effective?
- Purge: Archive or delete outdated, off-brand, and redundant files to clean up your library.
Step 2: Centralize Assets in a DAM Platform
Move all your audited and approved assets into a single, centralized DAM system. This creates a “single source of truth” that everyone in the organization can rely on. Establish a consistent naming convention and tagging strategy during the upload process to maximize searchability.
Step 3: Define Workflows and Security Controls
Map out the entire lifecycle of your collateral, from creation to retirement.
- Establish Approval Processes: Define a clear workflow for reviewing and approving new assets to ensure quality and brand compliance.
- Implement Role-Based Access: Set up security controls to define who can view, download, edit, and approve assets. This protects sensitive information and prevents unauthorized changes.
- Train Stakeholders: Proper training is crucial for adoption. Ensure all team members understand how to use the DAM system, adhere to workflows, and follow brand guidelines.
Step 4: Automate and Integrate for Efficiency
Leverage the power of your DAM to streamline repetitive tasks. Set up automation rules to convert file formats on the fly, add watermarks, or tag assets based on their content. Integrate your DAM with other essential tools in your marketing stack, such as your content management system (CMS) or project management software, to create a seamless workflow.
Contact Pixa Creative for Marketing Services in Phoenix
Taking control of your marketing collateral is a foundational step toward building a stronger, more consistent brand. While a DAM system provides the necessary technology, a strategic partner can help you maximize its value. A professional marketing agency in Phoenix can help you develop the workflows, brand guidelines, and creative assets needed to fill your new system.
If you are interested in a W2P portal for your collateral, or just have questions, let’s chat!
“Pixa has been a lifesaver for me. Before the Web to Print solution came along, I was manually coordinating our weekly orders with several vendors. Having one unified platform for all of our printing has cut my time managing the process down to almost zero. The setup was effortless, and the team has been very helpful and responsive as we roll the system out to my team here. Definitely recommend this solution for people looking to automate their document management!”
-Doug Houvener, Marketing Manager
Arrowhead Health Centers
Want a free tool to start working on file organization today? Download our Document Inventory Worksheet and take control of your files!
Contact us today to learn how we can help you build a marketing engine that drives results. Want a free tool to start working on file organization today? Download our Document Inventory Worksheet and take control of your files!