If you've ever wanted to get media coverage but haven't been sure how to do it, I'm going to walk you through the steps to create a Media Kit, also called a Press Kit, and depending upon the specific contents and objective, even a Sales or Promotion Kit.
So, why do you need one of these kits anyway?
First, the actual act of sitting down to create one helps you think through your business & its image. The way that you 'put it out there' in a nice package with small bites of information is helpful for you to view your business through the eyes of others.
Second, yes you probably have a website, however that depends on folks finding it. With the inherent tangible nature of a press kit, you can be sure it gets in the right hands to get you what you want. Once the tangible package is put together, it can also be turned into a digital kit which is discussed at the end of this newsletter.
Lastly, this kit has so many uses that the effort to put it together is well worth your time & will act as a company resume. For example, this kit can be used:
• to get media coverage for an event or a recent award, product launch, management hire, new acquisition or expansion
• to get sponsors
• as handouts at trade shows
• as leave behinds for potential new clients
• to land speaking engagements
• to secure funding or line up investors
• to quickly get new suppliers up to speed on your business
Here's what you'll need:
1. A Bi-fold Pocket Folder. Found in any office supply store, these inexpensive folders will be the way your kit is packaged & presented to someone. Try to get the glossy covers which have a more upscale look. I'm not a fan of white folders as they get lost on someone's desk. Instead, choose a color that if sitting in someone's in box, can easily be retrieved. For my company, I like green. It is my business's signature color. And, when I call to follow up I can refer to the 'green folder of information I sent to you last week' which helps them recall the package and gets the conversation off to the right start.
2. Business Cards. Tuck these into the pre-cut slits inside the folder. I usually insert two so that one can stay inside the folder & the recipient can take one out for their Rolodex.
3. Cover Letter printed on high quality paper. Depending upon the ultimate use of your kit, the cover letter will be written accordingly. Please - whatever you do, do NOT use run of the mill copy paper. Purchase a ream of high quality, bright white, 24 or 28 pound paper. Remember, this is the 'face' you are presenting to the world. And, your cover letter must be personalized. No "To whom it may concern" here. Get the spelling of their name & their title correct. Otherwise, the whole effort could easily backfire.
4. Bio Page(s). If you're a solo-preneur, then you'll just need one bio. If you have partners or a management team, each senior person should have their own bio page. Again, this should be on letterhead printed on high quality paper. If you have a digital headshot, this should also be placed on the page - especially if you're seeking speaking engagements.
5. Company Fact Sheet. This would include company history, a list of key personnel, markets served, mission statement, competitive advantages, core values, or anything else from a strategic perspective that will help your audience get the big picture of your business.
6. Testimonials. If appropriate for your purpose, a page of testimonials could be a great inclusion. Remember to ask for testimonials each time you finish a client project so that you can begin to build up this page.
7. Brochure. If you have a company brochure include one here.
8. Press Releases. Again, print these out on good quality letterhead & if there's more than one to include, place them inside the folder in descending date order, all stapled together so that when read as a package, they tell a story.
9. Product or Services Sheets. If you have more than one product or service, this is a good, concise way to present them to your audience. If appropriate they should be categorized or listed in a way that your audience can easily scan them to get the big picture.
10. Additional items. These can include: product samples if you are a manufacturer, client collateral materials if you are a designer or printer, a menu if you own a restaurant or catering company, a calendar of events if you are a performer seeking engagements, photos of your products or people, etc.
When compiling the kit, the cover letter should be placed on the right side of the folder on top.
Something to keep in mind is how many you will need to create. If you will be attending trade shows you should make up 100 kits or so leading up to the show, or if you'll just be using them on ad ad-hoc basis, then keep a dozen on hand at all times. If you make a lot of in person sales calls, or have a salesperson, then be sure to have enough on hand so you'll never have to scramble.
Now, it's easy to covert your kit to a digital format. The advantages of digitizing are that you can:
• Link all the documents in your kit to your website
• Link them to your social media sites
• Load them onto a CD ROM to mail to the press or others as needed
To do this you'll need to scan each document and create a PDF version for each of the included pages (yes, even your brochure!).
Then create a link on your website. If you have a Press section, it should go there as well as on your home page so that when someone clicks on the link the entire kit and all its pages open right up.
This PDF package can then be linked to your social media sites as well.
To create a CD ROM, each document can be saved separately then saved onto the CD ROM. I suggest going to an office supply store to purchase CD ROM labels to brand them with your company name, logo, website & phone number.
Now, you're well on your way to media success!
Remember...get started marketing TODAY so that TOMORROW your business will still exist.
Copyright 2014 Affordable Marketing Solutions LLC
This blog uses CopyScape.com to protect again plagiarism.
No comments:
Post a Comment