How to create a marketing kit
How to create a selling marketing kit about a company? Graphic design studio Veonix has prepared detailed instructions from which you will learn all the intricacies of creating an effective marketing kit.
This article will be useful to those who like to do everything themselves and would like to understand how to create marketing kit, for which you will not be ashamed.
So that the first “damn doesn’t come out lumpy”, we have prepared for you several rules that will help you avoid mistakes during development marketing whale.
Determining the portrait of the target audience
When starting to create a marketing kit, the first thing you need to do is create a clear portrait of the target audience, including gender, age, position, pains and fears of the potential client in the context of your product.
The more accurately you create a portrait, the easier it will be for you to select the right offers and write texts. We write texts based on the client’s needs, pointing out the obvious benefits of using your product, focusing on what problems the marketing kit solves.
Determining the goal of the marketing whale
After you have determined the portrait of the target audience, you need to answer the question “What action should a potential client take after studying the marketing kit?”
This could be signing up for a free consultation or measurement, calling the manager, filling out an application on the website, sending a message on WhatsApp, etc.
When answering this question, it is worth considering the final format of the marketing kit. This could be an electronic version for distribution, a printed version for personal meetings, or a printed version for fan distribution at trade shows or conferences.
It would be wrong to encourage the client to leave a request on your website in the printed version of the marketing kit, since manually typing his address is inconvenient. Another thing is the QR code. But not all clients are ready for such complex actions (take out a smartphone, turn on the camera, go to the website and leave a request).
The fewer actions, the higher the likelihood of conversion. Therefore, the best option would be to ask your client to call the company. But again, simply writing “Call us” is not that persuasive. It is much more effective when the call to action is supported by some kind of bonus. For example: “Call us and sign up for a free audit of your website,” or “Call us and get an estimate for building your house according to individual parameters.”
We will write about this in more detail in section 3.10.
Creating the right marketing kit structure
Having defined your goals and your audience, you already know what will be interesting and useful to them. Below we describe
what the marketing kit consists of, namely the basic blocks and their correct sequence.
About the company
Tell us briefly:
- Who are you
- What do you do
- How many years on the market
- Company history
- Your strengths
- Your team
- Achievements and awards
You can select all or several items. Use 1-2 spreads.
USP (Unique Selling Proposition)
The USP, as a rule, fits into one sentence, which is the main heading for the marketing kit. The USP conveys the essence of your offer with a unique difference from competitors. For example, you are the only company in Ryazan that delivers pizza in 29 minutes. Then your USP may look something like this: “We will deliver delicious hot pizza to the residents of Ryazan in 29 minutes, or we will return your money”
Products and services
It's time to present your product! A “juicy” description, and no less “delicious” photos should awaken the client’s “appetite” so that he wants to order and taste it as soon as possible! And this should apply not only to food, but to all types of services and goods. You can talk interestingly and convincingly about anything: about the supply of M400 concrete, about legal services, or about your startup in the field of bioengineering. The main thing is to be honest and “pour less water” in the text.
Partnerships and reviews
Show real reviews from your customers, even if they are in the form of screenshots of WhatsApp or email, but they must be real.
Also indicate large brands, well-known companies with which you have collaborated. This will add +100500 points to your reputation and credibility in the eyes of potential clients.
About the company in numbers
A word is power, and a word backed by numbers is a powerful argument for trust and a decision to cooperate with you.
Client: impressed → believes → orders.
In numbers you can show:
- How many years have you been on the market?
- How many people are interested in your product every day?
- How many houses have you built\ installed windows\ provided legal advice, etc.
- Number of employees working in your company
- How many awards has your company received?
- The exact number of days/hours/minutes to complete the work/delivery
- How will your product affect the client’s current numbers (what will happen after purchasing your product/service. For example, after implementing a CRM system, the client’s sales will increase by 15-25%)
- The minimum and maximum profit that the client will receive from selling your product within the specified time frame.
But you need to be careful with financial numbers. Never include in a marketing kit confidential information that has commercial value (business turnover, net profit, markup, project cost for a specific client, etc.). This way, you can harm yourself and your customers by exposing valuable information to your competitors.
Achievements
It's time to show yourself in all your glory! In market relations, expertise, influence, activity and professionalism are very important. And if there are achievements that you are proud of, you should definitely show them.
Include in your marketing kit:
- Publications in the media about your company
- Participation in ratings
- Diplomas
- Certificates
- Awards
- Cups
- Acknowledgments
- Awards
- Medals
- Participation in conferences, exhibitions, forums, charity events.
Photo gallery
According to our instructions “How to Make a Marketing Kit Correctly,” photographs play one of the key roles in developing a marketing kit.
Photographs complement the text well, creating a complete image. Help your client “fall in love” with your company at first sight!
Include in kit:
- Photos of the team and individual employees
- Photos from the presentation of prizes/awards, signing of agreements
- Photo report from conferences and exhibitions
- Photos of the work process: office, workshop, warehouse, etc.
- And of course - photos of products
Don't forget, these must be high quality photographs. And most importantly - not stolen from other sites.
FAQ or answers to questions
This block advises the client in absentia, removes his objections and helps him make the final decision on cooperation.
In it you can briefly give the client the necessary information that was not included in the marketing kit itself.
Tell us about additional details of your work:
- terms and methods of payment
- Are you ready to fulfill an individual client request?
- Are there any discounts, installment plans, credit, etc.
Provide additional information about the product:
- where is it produced
- warranty periods and service addresses
- dimensions and weight of the goods
If you provide services with a non-fixed cost, lead the client to a call or personal meeting to calculate the price. Tell us briefly and simply why you can’t find out the cost in advance.
To understand what questions and answers should be included in the FAQ, ask your sales managers to collect statistics on the most frequently asked questions.
Guarantees of product quality and cooperation with you
Every client wants to be confident in the reliability of the supplier and the quality of his product. Tell us about the guarantees you provide.
It could be:
- Full refund if the intended result is not achieved
- Guarantee of improvements or amendments to the project even after the completion of the project itself
- Additional discounts in case of violation of delivery terms/volumes
For example, pizzeria X guarantees pizza delivery in 29 minutes, and if it is late, you do not need to pay for the product. Such conditions are publicly announced as a “feature” of the establishment. And since reputation comes first, the company will not be able to violate its obligations.
Contacts and call to action
The most important block of the marketing kit is the contact slide. To make it as effective as possible, you need to use a call to action supported by a bonus/discount.
What motivational methods can be used:
-
Limit the time for making a decision
- “The first 10 callers will receive exclusive conditions for the sale of our goods”
-
Offer discount:
- “30% discount valid until X date”
-
Gift for calling
- “Call now and receive a free 10-point checklist “Checking your online advertising contractor””
Selling text
It’s clear that in one article we won’t be able to teach you how to make high-quality selling texts, but we can give you some recommendations.
1. Make the most of your cover:
this is the place to place your main proposition (USP). The ideal marketing kit sells right from the cover. Try to interest the client from the first page.
Example of an offer on the cover:
2. Meet the client's needs
Always write texts from the perspective of the client’s benefits and needs. Most customers are not interested in how many medals and awards your company has. But if you effectively solve customer problems with your product and talk about it in detail in your marketing kit, it will generate more interest.
3. Use catchy headlines
Not all texts are read in their entirety; more often than not, a person catches his eye on the bright title and pays attention to this particular paragraph. Example:
History of the development of company X
How a home studio in a garage turned into a world-famous brand
4. Write briefly and concisely.
Reduce the text part as much as possible, leaving only the main meanings.
5. Be honest with the reader
Achievements, awards, great experience are good only if they are true. Firstly, the exaggeration is immediately felt, and secondly, the client can check the information you tell about yourself. The most important thing is not to lose trust, otherwise cooperation is impossible.
Design
There are several programs for creating a design, but each has both pros and cons:
PowerPoint is the simplest method, suitable for beginners. However, it has a big drawback - the photos in the layout are compressed and will be blurred when printed. Also, complex designs cannot be made in Power-Point.
Adobe Photoshop is a good option, but some skill is required. Also, these are raster graphics only.
CorelDRAW and Adobe Illustrator are the most preferred programs for creating cool designs. They provide excellent graphics quality, but working with them also requires skills.
If you have any difficulties developing a marketing kit design, send your layout to us by email info@veonix.ru, and we will give free recommendations on how to improve it.
Focus group testing
The effectiveness of the marketing kit must be checked. To do this, professional agencies involve a focus group.
An alternative option could be feedback from a target audience interested in your topic. For example, you can publish a marketing kit in business chats, Telegram channels, Facebook communities, and ask users to express their opinions.
Be prepared for the fact that they may not like your project. This also happens, you are creating a whale for the first time. Don't be upset! It is better to receive an avalanche of criticism from a focus group than to fail in negotiations with a client.
Making edits
After testing there are always comments and suggestions for improvement. However, not all are objectively necessary. Some wishes may be individual. For example: change the color or font. You don't have to change everything that readers criticize.
Marketing kit print
If you choose a paper version, you will also need a print of the marketing kit. You can print the kit on a regular inkjet or laser printer, and then fasten it with staples or a spring.
But it’s best to print out the marketing kit at a printing house. Before ordering a large quantity, we recommend printing out a signal sample. Having it in hand, you can correct possible shortcomings and thereby protect yourself from reworking the entire batch of marketing kits.
Should I write it myself or order it from professionals?
Congratulations! You have completed our instructions and now know the theory of creating a marketing kit. It's time to take stock.
So what’s better: save money and write it yourself, or order
marketing kitfrom professionals?
If you want to write yourself, you probably already understand how much effort and time you will have to spend!
On average, the time it takes to create a whale for beginners varies from 2 to 4 weeks. But by delegating, you can solve more important tasks and get more profit while being effective in your main job!
Plus, you won't have to wait that long! In a professional studio, a team of 5-7 people can create a marketing kit in one week. That is, not in a month, but in 7 days, you can already start negotiations with clients!
There is also a risk that your marketing kit will not be as effective as a marketing kit made by a professional studio.
If you want to save time and effort, and get a really high-quality marketing kit, contact our studio.