Should you market like this?

Temporary and Lasting Marketing Material: What It Is, Why You Need It, and How to Use It

Not many people know this—perhaps you don’t either—but there are two different types of marketing material. Both are extremely useful in their own ways and have their respective purposes. Today, we’re going to break it all down.

Yes, as you read above, we’ll be talking about temporary and lasting marketing material. What are these types of marketing materials? Should you use them for your company or personal brand? And, most importantly, how can you start using them effectively? Let’s dive in!

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Why Marketing Matters

First, let’s set the stage. Companies spend fortunes on marketing. Why? Because they know that the quality and quantity of their marketing efforts directly impact their profits and cash flow.

Let’s look at the film industry as an example:

• Smaller independent films might allocate 10-20% of their production budget to marketing.
• Mid-range films often spend 30-50% of the production budget on marketing.
• Blockbusters? They go all out, sometimes spending 100% or more of the production budget on marketing campaigns.

This means that for a $100 million blockbuster, studios might spend an additional $100 million (or more) just on marketing! Now, imagine what this approach could do for your business.

However, it’s crucial to know what kind of marketing you’re investing in and what results you’re aiming for. That’s where temporary and lasting marketing materials come into play.

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What Are Temporary and Lasting Marketing Materials?

Temporary Marketing Material

Temporary marketing materials are designed for specific campaigns or promotions with a limited lifespan. These include:

• Flyers or posters advertising a sale with set dates.
• Social media posts promoting a limited-time discount.
• Email campaigns announcing a holiday offer.

Once the campaign ends, these materials are no longer useful. While they serve an important purpose, they have a clear expiration date.

Lasting Marketing Material

Lasting marketing materials, on the other hand, are created to promote your brand or message for years to come. Examples include:

• Blog posts or articles (like this one!)
• Company podcasts or YouTube channels
• Informational guides or eBooks

These materials provide long-term value by educating, entertaining, or engaging your audience over time. They don’t expire and can continue to drive traffic and interest long after they’re created.

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Should You Use Temporary or Lasting Marketing Materials?

The short answer? Both. But let’s break it down.

When to Use Temporary Marketing Materials

Temporary materials are essential for promoting time-sensitive campaigns. If you’re running a sale, launching a product, or hosting an event, temporary marketing materials will create urgency and attract immediate attention. They are great for:

• Driving short-term sales.
• Creating buzz around a new launch.
• Reaching specific audiences with tailored messages.

When to Use Lasting Marketing Materials

Lasting materials are an investment in your company’s future. They build brand authority, trust, and long-term relationships with your audience. Use lasting materials to:

• Establish your brand as a thought leader.
• Create evergreen content that keeps generating leads.
• Build a loyal community of followers over time.

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How to Start Using Temporary and Lasting Marketing Materials

1. Start With a Plan

First, identify your goals. Are you looking to drive quick sales or build long-term awareness? Your goals will determine how much time and budget you allocate to each type of marketing material.

2. Create a Promotional Roadmap

A Promotional Roadmap helps you combine both types of marketing materials effectively. Here’s how:

• For every campaign, create temporary materials (e.g., social media posts, email blasts).
• Pair them with lasting materials that reinforce your message (e.g., an educational blog post related to the campaign).

3. Develop a Promotional Routine

A Promotional Routine focuses on creating lasting materials consistently. Here are some examples:

• Write weekly blog posts about topics your audience cares about.
• Start a YouTube channel showcasing your expertise.
• Record podcasts that educate and inspire your audience.

4. Balance Your Budget

Allocate resources wisely. Temporary materials may drive immediate results, but lasting materials provide ongoing value. Strive to find the right balance based on your business needs.

5. Use Tools to Repurpose Content

Maximize your efforts by repurposing content. For example:

• Turn a blog post into an email newsletter.
• Take snippets from a podcast to use as social media posts.
• Create a video series based on an eBook.

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Conclusion

For your company to make the most of its marketing efforts, you must invest in both temporary and lasting marketing materials. Temporary materials drive short-term results, while lasting materials build long-term brand equity.

Remember, what you’re reading right now is an example of lasting marketing material. It educates, informs, and promotes—and it will continue to do so for years to come. By combining the two types of marketing materials, you can ensure your brand’s success both today and in the future.

So, are you ready to elevate your marketing game? Start planning your Promotional Roadmap and Promotional Routine today and watch your brand thrive!