What is Marketing Kit?
A marketing kit is an integral part of marketing for brands and websites, also known as a media kit.
It is a promotional tool that includes a set of specific and relevant information about your company, publication, or website.
The marketing kit offers press, media, advertising, and marketing opportunities where it also often confused with press kits or affiliate resources.
In Nutshell, A marketing kit is a collection of printed or digital marketing materials that a company offers to its prospective clients or advertisers.
What exactly a media kit or marketing contains is all the details that can help any advertiser understand your brand and relate it to their target audience.
Media kit or Marketing kit functions to :
- Promote the new product or services launch
- Offers partnership & collaborations
- Helps in brand awareness
- Includes all the detailed information about a brand
- Helps in pitching advertisers
Who Will Find Your Marketing Kit Useful?
Readers & Customers
You can be an online publisher with millions of readers in the month or you might be an e-commerce brand that sells products.
Either way, your readers as well as your customer want to know more about your company.
A marketing kit can be really helpful for your readers or customers to get an insight about your company, products, or services.
Media kit or marketing kit includes company profile, website statistics, awards, testimonials, and a lot more to develop trust in the brand and prove its credibility.
A marketing kit is something you can offer them to see where they are investing or collaborating with.
Interested advertisers will get to know whether you are ideal to place their ads or not. It is a marketing tool to sell your products in front of advertisers.
PR, Media & Journalists
Another essential application of your marketing kit would be to help your company generate press releases for media.
It becomes easy for journalists, media persons, and PR professionals to publish about your brand and products since all content related to your brand are out.
They don’t have to invest too much time in finding information about your company.
They can utilize your media kit for research and references when they want to publish something about your company.
You want to hire the top talents and expertise in the market for your business to grow. Hiring becomes difficult in this competitive business world.
So you want to make sure to put your best foot at the front. So bring in more information about your brand while you go for hiring.
Offer more about your company to instill trust in your potential employees, so they can be more inclined to work for you.
Investors are definitely going to pay just on the basis of your media kit. But it can surely make your investors interested in your company, to begin with.
A good media kit or marketing kit also helps create a good reputation or first impression for the brand towards your investors.
There is some information that really goes for investors to look for an ideal small business to invest in.
Digital Marketing Kit Vs. Print Marketing Kit
There are two types of marketing kits which companies carry – digital marketing kit and print marketing.
The purpose of both is the same but mediums are different. The print marketing kit actually contains the collection of physical marketing materials whereas the digital marketing kit consists of digital items.
Marketing kits, either way, give you a competitive edge over other companies against you.
Ecommerce and online companies mostly start or even continue with digital marketing kits.
They are better for them because it can be easily changed whenever the company goes through any changes.
Digital marketing kits have some major advantages over print marketing kits, especially now when a huge section of business happens online.
Advantages of Digital Marketing Kit
Digital Marketing Kits can be created for free
Print marketing is costly, especially if you aim to go for quality as well as quantity for better distribution.
Especially for startups or small businesses, it becomes quite challenging on the budget aspect.
But with a digital marketing kit, you can actually create it for free. All you need is a word processor, internet connection, and graphic design software.
Even without a professional, you can go ahead and work on something good enough, to begin with.
And for advanced and well-crafted marketing kits, you need professionals such as copywriters and graphic designers but still, it is comparatively less expensive than print.
Also, if you don’t have a website, you can still create digital presentations and stuff to provide all information regarding your company.
You don’t need an inventory
Printed material requires space to store. Also, paper requires some level of maintenance and care to keep it high quality.
You wouldn’t want images to be fade away or paper to get a peel, yellowish, or crack. So there is an inventory required to store it.
Also, distribution to different marketing groups and offices is also a challenge.
Even if you change your office location, you have to dispose of all the print materials and go for all new again.
You don’t need a graphic designer
You can totally get a professional graphic designer to go for professional-looking graphics for your marketing it, or you can just make it free!
There are so many online free resources to create extraordinary graphics for your small business marketing kit, that you even not necessarily need a designer.
There is professional software like Canva to go for making it without any hiring. They have various templates to do some adjustments and good to go.
Do not worry about changes
New businesses often go through changes a lot. They tend to experiment more and adapt something new every once in a while.
So in that case, you have to change your marketing strategy or information as well. But with a print marketing kit, you would have to dispose of everything and get all new.
Digital materials can be edited easily and re-distribute for free giving you much more freedom to make changes.
What does A Digital Marketing Kit include?
Mission Statement is the first essential of your marketing kit or media kit. It communicates what your brand stands for in just one sentence.
It surely a challenge to explain your business or brand in one sentence. But it is also significant in driving the attention of advertisers right in at the beginning.
Your mission statement should attract, impress, and engage them, so they further invest their time going through the rest of your kit contents.
Image Source: ST
Vogue’s mission statement titles “ I am a woman” which sends out a very clear and loud brand message.
They highlighted all the phrases to emphasize grabbing the reader’s attention to the most crucial messaging in the sentences.
Their highlighted phrases depict their brand traits :
- Not make you “Passe Morning after chic”
- Wearable options
- Streetwear uniforms
Image Source: Triberr
Similarly, Women’s Health does a great job of creating a clear and easy-to-grasp message regarding what they all about.
They also highlighted their key phrases to draw attention. They also paired a visual to represent a visual statement complementing the message.
Interestingly, they even subtly made the points on what benefits advertisers will get to partner up with them :
- They are the must-have action plan for today’s modern woman.
- They propel consumers into action
- They have 30 million consumers to buy
- They are different from any other brand
If you get successful showcasing or registering your brand through an attention-grabbing quick-selling mission statement or website’s mission, you might just win the half-battle here.
Because the advertiser created a space to consider in their mind because after that all he/she looks for is some more practical reasons and benefits to select you.
- Don’t be salesy.
- Don’t oversell or stretch the statement just to make the point.
- Don’t try to convince.
- Bring uniqueness and originality
- Write about what you truly stand for.
- Be concise
You need to feature the traffic statistics of your website in your media kit or marketing kit.
Any standards kit expected to be including some kind of statistics implying how much traffic you are driving on your website.
Small businesses, especially those who are starting out, are often reluctant to include traffic statistics in their marketing kit.
It might be because they are intimidated by the fact their statistics aren’t enough to get through.
However, that usually not the case. If you are approaching advertisers, it is clear you have an ample amount of traffic coming in.
Image Source: Medium
You just need to add the statistics or data acquired by your Google Analytics account that includes
- Monthly page views
- Unique visitors per day
- Unique visitors per month
- Google page rank
- Bounce rate
- Number of email subscribers
- Alexa rank
- Social media following
You don’t need to get too much absorbed in the numbers. Advertisers basically want to know what is total reach you can provide.
So you can additionally back it up with your Pinterest reach, Telegram reach, and other social media networks where you have a significant reach.
Savuer did a great job of presenting themselves in terms of their audience, reach, and content streams.
You can also include multiple content platforms, channels, or ways through which you acquire an audience.
- Multiple websites
- Facebook Page(s)
- Mobile Application
- Print publication
- Youtube Channel
The goal is to demonstrate how many channels for advertisements you and what approx total reach it gives you on usual days.
Image Source: Slideshare
Matthew Woodard did well to explain their reach through different metrics as well as other aspects on the same page.
Partnerships & Network
Advertisers would like to know your affiliations, partnership, and the network you have access to leverage for their benefit.
You need to mention all the partnership your website or company went for. It would be great if you have some reputed brand names on your list.
Make sure you highlight the value of your network and how it can help them to reach far more audience.
You can also add the skill and talent resources your company has. So you can mention the plethora of skilled and experienced experts you have in your team.
If you are a small business started out recently, you can mention your guest blogs and special mentions you’ve got in top-notch publications.
Image Source: Triberr
One example could be National Geographic’s marketing kit that included their top four content platforms.
Demographics allow you to define your audience in more detail. It is basically the anatomy of your audience.
Here are the factors included in demographics which you need to mention in your marketing kit or media kit.
- Relationship Status
- Household income
- Level of Education
And, there can be actually more demographic divisions depending upon the organization and the audience they are targeting.
You need to make sure you are representing the demographics that are relevant to your advertisers.
Image Source: Dribble
CGTrader’s demographics represent their audience quite well to their advertisers by bifurcating them into gender, targetted professions, and age groups.
They didn’t go furthermore show their demographics because this much would have been relevant to their prospects.
So you need to mention only those demographics which your advertisers might want to know or tap in.
Image Source: Triberr
Another example is Nylon, they went for representing their psychographic targeting their potential advertisers with the relevant information.
You can be creative and experimental with representing your demographic depending upon your brand, target audience, and advertisers.
Not all metrics will be an application or suitable to represent as it might not mean anything for the advertisers.
To start with Product listing is different than the ad specification. Here you will be offering different channels, packages, or products through which you can offer the services.
Well, advertisers want to target audience and reach whereas each platform can have its own set of benefits.
So you can offer various avenues you have your audience as a product.
Here are some product offering to mention in the list :
- Blog Post: Here you can offer to publish a guest post or promote content for the advertisers. You can endorse a brand or product as well.
- Social Media Promotions: You can promote their products or services to your various social media platforms.
- Website Advertising: You can offer various ad spaces on your website to place the advertiser’s ads.
- Youtube: You can also create sponsored videos or promoted content on your youtube channel. Product reviews, sponsorship, etc are also part of it
- Ebook advertising: You can place the ads on your ebook front and back covers. You can also do advertisements in your ebook as well.
- Podcasts: You can insert ads or do sponsored podcasts for your advertiser.
And there are actually so many digital products that you can come up with.
- Clients & Testimonials
- Awards & Achievements
To instill trust in your advertiser, you need to push the envelope with all your achievements and awards you gained so far.
Image Source: Foodbev Media
Oxfam International depicts its collaboration with top-notch food brands to showcase their achievement over the years.
The goal is to showcase all of your achievements whether it is gaining a million followers or winning a reputed business award.
Make sure it has a compounding effect that your brands have achieved various milestones over the years.
Image Source: Triberr
Another way to represent it is what Refinery29 did within their marketing kit. They created a visual representation of their journey of milestones to the date.
There are many ways to represent it in your press kit. Be free and creatively independent to go against the stream and try something unique to tell about the good stuff in your journey.
8. Ad specs
Ad specs are the set of information you give to your advertiser regarding the formatting of the ad.
You provide Standard guidelines, ad dimensions, and formatting guidelines as well in detail to the advertisers in your marketing kits.
Make sure you provide extremely specific detail on how advertisers should categorize their ads according to your ad spaces.
Image Source: BusinessWest
BusinessWest provides their ad specs not just in detailing but also with the visual representation of them.
They mentioned the locations of these ad spaces along with the rates for it as well. It makes it easy for advertisers to streamline their advertising process.
You wouldn’t want their ads to be unfitting for your ad spaces, so it is best you provide extensive details to ensure compatibility.
9. Contact Details
Contact information may be the last but surely the most important part to mention on the media kit.
Well, that’s how they will be able to contact you. Make sure you write something in the contact section as you final words for the kit.
You can suggest them to share some information about their organization when they contact you.
Drop this information here :
- Phone numbers along with their designations & name
- Your contact number ( if you may)
- Office location(s)
- Email addresses(s)
You can also suggest mentioning certain things in the “subject line” when they email you.
Or you can direct them to different departments or concerned person depending upon what they are looking for.
What does An Print Marketing Kit Include?
The presentation folder is the first thing that makes a marketing kit excellent. It is a toolbox for holding all your printed or physical marketing material.
The best option to go for while getting a print marketing kit for your small business is custom-printed presentation folders.
However, it depends upon your budget, what specific paper type, patterns, quality, shapes you can go for here.
But these presentation folders are quite expensive. The best practice is not to include those kinds of information in it that you might change in the future.
There is another budget-friendly presentation folder option as well where you can get your company name and logo printed.
To save some money, buy clear envelopes in bulk and label when and if required. So you can update all the outdated printed content in the folder.
Product or Services List
Marketing kit won’t really help if you do not have your product or services listing in your hand to present at the moment.
They need to know what exactly you are selling. And then, you can offer all additional promoters to make your case stronger.
Have a list of all your products and services including the price details and other required information.
Competition is the first obstacle for any business, especially if you are starting out. Advertisers would want to know how your business is different from others in the competition.
So why avoid the inevitable question when you can leverage it for the marketing. Create a different document to showcase how your brand is different from others.
Explain thoroughly what you are offering that others do not. Go for some primary points and work on that to make a strong presence in this aspect.
A business card is an integral part of the print marketing kit which you must carry all time around.
Even if you do not have a marketing kit with you, business cards can always stay in your pocket to giveaway as referrals.
Make sure the quality you get is up to the mark. The quality and presentation of your business card totally represent a lot about your company.
Check your past records of the customers and select some of it as case studies to present your advertiser.
You need to present how your product or services resolve their issues. You need to present it as a story or customer experience.
Case Studies help the prospects to understand how your product might help them taking reference from your stories
Prepare different case studies with different sets of customers with their unique problems.
When you have versatile case studies, you can pick a relevant to tell your potential customer at that moment.
Price always becomes a struggling point in a deal, especially when you haven’t upfront about your costs to the potential client.
The best you can do is set your expectations right away with a hard copy mentioning all your products and services with dedicated price section.
This will prevent even open a conversation or negotiation about the price with your potential client or advertiser.
You can even go with various packages, price ranges, and customization options to make your offer more reasonable and flexible.
Whether from your successful case studies or other customers, select the customers who had great experience with, also they have been vocal about it.
Gather testimonials from those customers who are happy to give some time and share their experience.
Testimonials along with case-studies can make things easy for you to sell with your advertisers.
The more transparent you will be with your client or advertisers, the more confidence they would gain on you.
So why not tell them about how your company functions? You have already told them about the products, costs or services.
Now, you can show them the description of each process goes in from the beginning to the end.
Just tell them how you do what you do.
Start from the very beginning, go through different steps and stages, involve designated people in the various processes, and make things go right to the end of the process line.
Use bullet points, graphics, images, charts, visual materials, and everything creative to demonstrate this process in the easiest way, just like a story.
This will also answer a lot of questions such as why you are charging this much, why it will take this particular time, why you are asking for some specific thing etc.
Every business has its own unique story on how everything started.
Beginning from the inception of idea to executing it and then assimilating the team right to the success of the company, everything makes you what you are today.
And people connect to it rather than just be about selling and buying. You must have something printed with you that demonstrate your brand story
You can be as creative as you can go with this. Add old pictures of your garage office or old good days with your team members, everything.
It will make your unique from others and advertiser will connect with, especially when they have so much to relate with it.