In the realm of marketing, a "dossier" is a detailed document or report that encapsulates relevant information on a specific subject. This type of document is frequently used in marketing and public relations strategies to provide a complete and structured view of a subject, product, company, or event. Its primary purpose is to inform and persuade key audiences, such as media outlets, investors, or potential clients.
A marketing dossier can delve into diverse aspects, including product or service descriptions, company histories, marketing strategies, market data, industry trends, and any other pertinent information. It is designed to be clear, concise, and easily understandable, often incorporating graphics, statistics, images, and examples to substantiate the presented information.
Dossiers serve as invaluable tools for establishing credibility, supporting arguments, and effectively conveying key messages. For instance, a product dossier might spotlight the features, advantages, and benefits of a product, while a company dossier could emphasize the achievements, mission, and vision of the organization.
In the marketing landscape, dossiers also play a pivotal role in public relations strategies by presenting news and events in an engaging manner to the media. The ultimate goal is to generate media coverage and enhance brand visibility. These documents serve as compelling resources to communicate the significance of a product launch, corporate milestone, or industry development.
The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.