Save Money and Time – Marketing Asset Management

I was working with a client a few years ago developing social media campaigns but we were struggling with no photos. We’d depleted all of the resources we had and were asking the team in the field to start sending photos of anything and everything. The client booked a professional media team to join them in the field to get photos and video. Then I received a text. Someone had been cleaning the office and found an old laptop and hard drive that might have some photos and video. It was like the end of the rainbow was right on my desk – a treasure chest of solid gold in the form of thousands of professional photos and video that could easily supply us for a couple of years. Free. Available.

Before you engage anyone to help you with your marketing, gather your assets so you know what you have and the supplier can help you determine what you need. Whether it’s a new website, an ad, or a social campaign, you’ll need photos and video and why recreate content when you have it already (if you know where to find it).

I use the term assets very specifically because they are truly the same as a piece of production equipment or management technology. Marketing assets can cost a lot to produce.  Keep them organized and accessible so you can use them again and again reducing the cost of the original production. Don’t delete assets but do file them in a clearly marked folder so they’re not accidentally used.

Here are some marketing assets you can gather in one place, review to see what’s relevant and make available in a shared folder.