Do you offer services or advertising in your business model?
If you answered yes, then you should probably have a media kit.
The term media kit has been around for a long time but the truth is, I didn’t really understand what it meant until 2007 when a client with a print magazine approached me, asking me to design one. They sold advertising spots and needed to convey to companies why they were worth the investment.
To get me started, they sent over a bundle of media kits they’d gathered, mostly for large print publications. As I dug in and started researching the format, I began to realize that although they targeted completely different audiences, the content was basically the same.
They all contained some form of the following:
1. Branded front cover
2. Intro / mission statement
3. Stats and / or notable accomplishments
4. Notable clients
5. Services offered
7. Process / how to book
9. Frequently asked questions
10. Contact info
I got to work and once the project was finished, added it to my portfolio. Soon, all sorts of businesses were booking me in for media kits. Bloggers, photographers and creative entrepreneurs from all walks of life realized that they could take that basic format and tweak it to sell their ads, sponsored content and services.
Over the last eight years, I’ve designed a few dozen media kits, including plenty for myself. And, that’s what we’re going to chat about today: how creatives can leverage media kits to grow their own businesses.
As soon as I launched Branch two years ago, the first thing I did was design a media kit and it’s become my most important selling tool. Why? Because when you’re dealing with a potentially worldwide audience, it’s not always possible to be there in person to sell in your services. A media kit is able to do that for you.
Here’s the process of sending out a media kit:
1. A potential client contacts Branch.
2. Within 48 hours, our project manager responds with an introduction and attaches a PDF media kit to the email.
3. The client follows up with which package they’re interested in and we set up a call to discuss their specific needs.
The media kit is a great tool because it essentially gives them all the information they could possibly need in one easy to navigate document while often cutting our correspondence time in half because it’s already answered most of their questions.
Five reasons why you should have a media kit
1. It does the talking for your business when you’re not able to meet in person. This is especially important for those of us who have businesses with an online following.
2. It explains packages, processes and rates in more detail. Some of this information is very in-depth or sensitive and it’s easier to format it in a nice document versus clogging up your website.
3. It builds a dialogue. If a potential client emails you for a media kit and then drops off, you can follow up to find out if they have everything they need and if the rates work for their budget. From there, you can work to meet their needs.
4. It’s easier to sell larger offerings. By showcasing a menu of services / packages, clients can compare pricing and what they receive much easier because the value is clear. For instance, instead of a logo, they may decide to invest in a brand platform when they understand the benefits.
5. It shows you care. By laying out the information a potential client needs and thinking of all the answers before they even ask a question, a media kit positions you as a pro and makes it clear that you’re invested in the best possible outcome of their project.
As a reminder, media kits can be formatted to market nearly any business. Whether you’re a blogger, writer, photographer or designer, a media kit is simply a way to explain what you offer in a streamlined, informative document. The easier you can make it for your clients to understand what you’re offering and how to book you, the more successful your business has the potential to be.
I hope this post has demystified the content and process of media kits a bit more and if you have any further questions, please feel free to ask me in the comments!