Why You Should Never Use Old Marketing Materials

Red floppy disc has date 12/11/08 written on it.

We’ve all been there. You overestimated how much promotional marketing material you’ll need and now you’re left with excess and a huge reminder of what it cost you. So you keep it, hoping that one day you’ll be able to use it and make up for some of your loss. Eventually, you allow your team to use this material that has now become outdated and obsolete and justify it by telling yourself it’s…

Outdated Branded Marketing Materials Hurts Sales

It is essential for your sales team to present potential or current customers with marketing collateral that is updated. Why? Because otherwise you are misleading them. Think about how confused a customer would be if they received a brochure that had your updated logo on it and a business card from one of your sales employees that still has the old logo.

It has been proven that using outdated or obsolete marketing collateral will hurt your sales.

Go Through All Collateral and Make Sure It’s Still Relevant

Determine what materials were used to promote which product. Are there custom marketing materials that essentially highlight the same products or services? Which one generated the most engagement with your consumers? Whichever one it is, keep it, and throw away the other one.
What most businesses get caught up in is the idea that they’ve taken a huge hit by ordering too much marketing material. Excess material can negatively affect profit. When they’re only focused on this problem, they tend to use the material anyway, to get their money’s worth.

What businesses need to understand is that by doing so you could actually be costing yourself more in sales.

Inventory Management is Key

Inventory management is key. Figure out what needs to be removed from your inventory and try to use other marketing collateral in its place. It may not be the piece that you envisioned, but if it’s current it will be better than using the correctly formatted, obsolete material.

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