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Sweating Your Marketing Assets

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Let’s face it, times is tough. Austerity stares us down like we’ve accidentally spilt it’s pint inside one of ‘Britain’s Toughest Boozers’ and the pressure is on to maximise every piece of marketing collateral. But this doesn’t have to be a bad thing. To quote Bob the Builder “reduce, reuse & recycle”. So once it’s finished being a brochure, why not reuse it as an elegant brooch or perhaps an attractive new hat?

It’s easy to spend money on content for a specific channel and it to be used in isolation and then die (don’t worry folks, marketing content doesn’t just die, it goes to marketing heaven! Unless of course if it’s been bad marketing content…). That content doesn’t have to stop there though.

Say for instance, you’ve just created a lovely new animation.  Hi-Res stills can be rendered out to create a postcard teaser campaign and icons can be created from elements of the animation and built into presentations and websites. Segments of the animation can be slightly repurposed to help bring a presentation to life and frankly, you’ll probably want to write some blog posts about some of the issues touched upon in the animation. A bit like they do at the end of EastEnders, but probably infinitely less gritty.

And as for the original animation itself, well it doesn’t just need to sit squirreled away on the company website deep down at the bottom of an article on the specific service or product it represents. It should be placed on the YouTube channel, used at exhibitions, presentations & sales meetings.

Further still you can get it translated into a range of different languages for just a fraction of the price you paid for the original, meaning the sales teams across EMEA, APAC, the Americas and Telford can use it to it’s maximum effectiveness.

Essentially just because you’ve had something created for a specific purpose doesn’t mean it’s remit can’t be expanded. In this climate it’d be criminal not to.

1 Comment »

  1. Very sound advice, I couldn’t agree more! I’m trying to get into the practice of using blog posts across multiple channels; re-using images from the posts to create content that is more suited to visual platforms such as pinterest. Who knew it all came from Bob. 🙂

    Comment by Charlotte Biggs — May 8, 2013 @ 2:17 pm

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