Collateral items are the tangible marketing pieces that your clients take with them as a way to network your business. Trifold pamphlets, folders, brochures, and business cards are all examples of collateral. You may also decide to pass along items such as pens, refrigerator magnets, or glassware. Be sure to place your company's logo, phone number, and Web address on the item.

Separate from collateral, you may develop a scrapbook to take with you to prospective clients. This book or folder may include the following:

• Pictures of past events from your resume

• Letters of reference from previous satisfied clients

• Thank-you letters from clients, staff, and vendors

• Your biography

• Sample menus you have developed

• A list of recommended vendors with their collateral

Designing Collateral

When possible, enlist the talent of a professional to design collateral. Resist the urge to order supplies over the Internet if you are not familiar with a printing company. Consulting with a graphic designer will add another level of quality and creativity to your collateral.

Before designing your printed material, think of your target audience. Choose colors, logos, and themes based upon your demographic. For example, wedding event planners might choose a romantic theme for collateral while meeting planners may opt for a classic business image. Party planners will want more festive collateral appealing to a general audience.

How to Dispense Collateral

Again, determine your target audience. Ask yourself which local businesses will be interested in your services. Set up a meeting with a contact person in the company you are soliciting. Write a personal note, and leave your business card if you are unable to meet with someone directly. Remember, the packaging for the materials you are leaving behind is as important as the material itself. Do not forget to consult your graphic designer for a folder to encase your collateral. Use a smart enclosure when packaging your brochures, menus, and business cards. There is a lot of new and creative packaging on the market today. Use richly colored folders with classic fonts for a look that will never go out of style.

Utilize your vendors to showcase your collateral, as they will be a tremendous resource for marketing your materials. Your vendors will be more inclined to keep your collateral on hand if you agree to return the favor. Ask your network of contacts to keep your material on hand. Your network may include:

• Vendors, purveyors, and labor

• Restaurants

• Other event planners

• Hotels and concierges

• Your city's travel and convention bureau

Online Newsletters

Web sites such as Constantcontact.com make it easy to create newsletters and e-mail blasts with their template and group e-mail list. Build your e-mail list using administrative policies within the company. For example, send confirmation only by e-mail. You can also request e-mail addresses when sending menus or contracts. Every inquiry to your company can become a future e-mail address.

You Are a Marketing Tool, Too

When you are out on the town, always carry your business cards. Seize every opportunity to talk about your business. You never know when you will be seated next to a newly engaged couple at a restaurant or a corporate event planner needing meeting space.