Media Kits Part 1 — Overview of the Basics by Nick Ferris
Nick Ferris’s Marketing Tips, It’s Always Time To Test, he delves into the fundamentals of marketing basics and today’s essay is along a similar vein looking at the requirement of media kits and when you should use them, what they should consist of and so on. In this first part we take a 35,000 FT view of media kits in general.
Media Kits can have two general uses depending on the type of business you are in. In a previous article Common Marketing Mistakes by Nick Ferris, we have looked at many common things people overlook in marketing and not having a good media kit certainly falls into that category. So what is a media kit?
Well, the most commonly used term of a media kit is a document (can be a PDF, can be a web page, multimedia video etc) that gives advertisers an overview of your business with the aim of helping persuade them to advertise on your platform(s).
So typically a media kit will contain an overview of your business, demographics of your customers, reasons why you are better than your competitors, pricing as well as details on how to advertise (material sizes, website banner dimensions and so on). Media Kits can also be something a little more basic but also very important recalls Nick Ferris.
If you want to ensure anyone who writes about your company uses the correct logo, the correct colors, the right fonts and so on, a media kit can include all of those materials. That way anyone who is publishing anything about your company or product will have all the correct materials (rather than having to reach out to someone each time).
For the purpose of these articles we will focus on the first and most widely used term on media kits — those that help sell advertising. A good media kit can make up for an average salesperson, a great media kit can increase your sales substantially and a bad media kit can kill your business!