The whole truth about the marketing kit

In this article we have collected the most complete information about the marketing kit. For what? It's simple! To make it clear to everyone: from beginners who are just starting to do business, to experienced entrepreneurs who need to strengthen their presence in the market, ahead of their competitors.

1. What is a marketing kit

Despite the associations with the sea whale, the marketing whale is still not a deep-sea inhabitant, but a powerful PR tool that helps businesses sell more, more expensively and more convincingly. 

A marketing whale attracts attention to a product or service, so the associations are partly true: the whale is big, it’s hard not to notice it.

Marketing kit

is a selling presentation about the company, a powerful visual and tactile sales tool. It is demonstrated during business meetings and sent to potential clients via email, instant messengers and chatbots.

As for the volume of the marketing kit, it can vary on average from 8 to 16 pages. But in this case, it is not the size that is important, but the capacious content with the correct presentation, so no “water!”

*Water in the text

- this is a large amount of unnecessary information that has no practical value.

Conclusion No. 1: When developing a marketing kit, you need to know what to write about and what information will be superfluous. And also, most importantly, the text must be convincing.

2. Why do you need a marketing kit?

A marketing kit is a cheat sheet that will be useful to your sales managers, it is a tool for persuasion and visualization in business negotiations, it is an informative business card for potential partners at various events (exhibitions, forums, etc.).

Talking about something abstract with clients and partners without any confirmation is the same as bragging to a girl about what you don’t have. Where's the proof?

Businessmen are very unromantic when talking about work. They won’t be able to be interested in a colorful story about your company, cool products and numerous achievements. They need numbers, facts and visualization.

You should not attend business events with a stack of financial statements under a wet seal; you will be mistaken for a city madman. Such evidence is definitely not in your favor.

But a beautiful, bright, stylish, modern marketing kit, full of juicy facts, telling figures and attractive photos, hits the target, creating a positive image and increasing the loyalty of future partners and clients.

Conclusion No. 2: A marketing kit is a series of continuous advantages, namely:

• It succinctly presents your company
• It shapes your image
• Emphasizes high status
• Marketing kit combines a commercial offer, catalog, presentation and business card
• He shows the “product face”
• He answers 99% of customer questions and smoothly leads to cooperation
• It is a reminder of you and continues to sell after negotiations and meetings

3. What should be an effective marketing kit?

A properly created marketing kit is a guaranteed success in promoting your company, increasing its recognition in the market and increasing profits.

A good marketing kit is thought out to the smallest detail

This is a deep marketing analysis, high-quality selling text and structure, a unique infographic design, bright emotional photographs, illustrations.

Marketing kit is individual

An effective marketing kit must be developed for the specific task of a specific company. Even if there are not a thousand such companies on the market, a good marketing kit will always stand out from competitors. 

In-depth marketing analysis of the business, study of the target audience, competitors, all this makes each project unique, unlike others. 

Marketing kit hits the target

A marketing kit that shows maximum sales results is developed for all segments of the business target audience. One company, as a rule, can have several segments of the target audience, for example, individuals, commercial organizations, government customers. It is necessary to work out in detail each portrait of the target audience, their pains, needs, fears. A good marketing kit effectively covers the objections of all clients, leaving them no chance of refusal.

Marketing kit is created by professionals

A marketing kit is the most important sales tool in a company, so its creation should be done by professionals.

What if a marketing kit is created by an amateur? Nothing! Nothing good. You definitely won’t get any pleasure from such a process or result, and in this case, zero profit and efficiency.

In this article we talk in detail about how a marketing kit is created, what it includes, how it works, and we reveal many other secrets. But it cannot be considered a guide to creating a marketing kit. Knowledge and experience are everything!

And in general, a good leader knows that doing everything on your own is not just impossible, but simply destructive. Learn to delegate, relax and give responsibility to qualified specialists who, by the way, work with a guarantee of quality results!

Do you also want it without the headache? Then click

“Order a marketing kit from Veonix studio!”

 

Conclusion No. 3: A marketing kit is a complex product that must be thought out in detail. Only a team of professionals can cope with this task!

4. Basic blocks and information included in the marketing kit

As we have already written, the structure and content of a marketing kit is individual. It is as unique as your brand. There is no need to be modest when talking about him! On the contrary, it is worth highlighting the strengths and emphasizing the advantages of cooperation with you.

And here is a series of blocks that briefly presents the company’s biography:

1. Title page

Surely you would not be interested in a book with an unattractive and unintelligible monochromatic cover with an incomprehensible title. Marketing kit is no exception. The title page is the most important part of the marketing kit. It must contain the company name, logo, descriptor and USP (offer). 

2. Company information and brand history

If the cover is the name, then the first spread is the face of the company and the first acquaintance with it. Here it is worth talking about what your company does, how many years it has been on the market, and how it compares favorably with competitors.

3. Advantages and strengths

In a separate block you can describe the advantages, a special approach to work, new interesting features.

4. Goods and services

Presentation of goods or services is perhaps the most important part. A potential client or partner must fall in love with them and become interested enough to keep them in mind until the deal is concluded. Both a colorful description and “delicious” photographs will help with this.

5. Portfolio and cases

Successful examples of work, ready-made solutions and the best results will increase the client’s interest. At this moment he should think: “Wow! I want that too!”, and, ideally, immediately order the product or agree on negotiations.

6. Famous clients and reviews

If you can boast of collaborations with celebrities or big brands, that's a big plus. After all, their high image will have a positive impact on you.

The logic is simple: “If the best choose this company, it means it’s cool and I also want to be among the best!”

7. Numbers, statistics and analytics

Nothing speaks volumes about success like real numbers. Show statistics on your company: tell us about the number of your employees, projects, clients. Tell us how many kilometers of roads you have built, or tons of coffee you have sold, or ships you have won. Numbers always convince. The main thing is that they are truthful.

8. Your achievements

A marketing kit is an excellent platform for organizing an honor board. And this will not be just a vanity fair, but an effective presentation of your strengths!

In this section you can talk about publications in the media, participation in exhibitions, conferences, charity events, and forums. You can demonstrate your awards and confirm your high qualifications by posting photos of diplomas, diplomas, certificates, cups, and medals.

9. Answers to important questions

The “Question-Answer” block will bring clarity and remove many customer objections. You can also tell us in more detail about the terms of cooperation.

10. Price list

This is one of the possible, but optional blocks. If prices are fixed and will not change in the near future, you can add a price list to your marketing kit. However, the cost of goods or services often depends on the dollar exchange rate or other factors. Therefore, in order not to redo the marketing kit frequently, the price list can be presented as a separate document.

11. Quality guarantees

A very important point is quality assurance. The client must be confident in purchasing or working with you. Therefore, it is worth indicating the possible terms for exchange, return or repair of goods, free or preferential service, delivery to results (if we are talking about a service), and other guarantees of cooperation.

12. Last page (back cover)

The last page, as a rule, contains a call to action and contacts: email, website address, physical address, telephone. After all, the most important thing is to bring the client to a purchase, which means motivating him to call or meet with you.

Contacts in a marketing kit are a great alternative to a business card! After all, a client, having picked up a marketing kit, after a while, will be able not only to contact you, but also to refresh his knowledge and finally make a pending purchase or transaction!

Conclusion No. 4: A marketing kit consists of a large number of blocks, but their exact number and structure are individual.

5. How does the process of creating a marketing kit work?

1. Analytics

The first stage of development is a detailed immersion into the history and specifics of the company. Specialists get to know your company and learn everything about it. Without the full picture, it is impossible to develop an effective sales tool.

They also analyze the niche as a whole, conduct a comparative analysis with competitors, and highlight your strengths. Study the target audience. 

2. Choosing a direction

It is important to understand what goal the marketing whale sets for itself: increasing income, establishing new connections, entering the international market. One direction will be the main one, and the rest will be auxiliary.

3. Selling text

Cool text is everything! The right words can motivate so much that the client will be ready to sign a contract instantly! And the company’s strengths, facts, achievements, awards, interesting products are methods of persuasion that only need to be used correctly to benefit the company.

4. Attractive design

They greet you by their clothes! The design of a marketing kit should not just be beautiful, but attract attention and sell! The correct use of colors is the key to successful perception of a product from a psychological point of view, and the use of various visual enhancers, such as footnotes, frames, highlighting with a marker, are tricks that attract attention to the necessary sections of the presentation.

5. Focus group testing

A marketing kit is not an essay on a given topic, where the author’s fantasy is a subjective view of a certain event. A marketing kit must work, which means it should not formally comply with the rules of the selling advertising tool, but should effectively influence the audience and convey the given message. Focus group testing will help verify this.

6. Audit and edits

After testing, the marketing kit undergoes a full audit. Moreover, efficiency analysis can be additionally carried out at each stage of development. Comments and suggestions for strengthening the whale are made by marketers, the project manager, and the comments of the focus group and the entire team are also taken into account, because it is important that the text part acts in tandem with the design.

The marketing kit is ready after approval and making final edits!

Conclusion No. 5: The effectiveness of the whale is due to thoughtful multi-stage work. It is impossible to create a marketing kit overnight from inspiration.

6. Design development

The appearance of a marketing whale should be as attractive as possible. They will notice him, they will be interested in him, they will study him.

A marketing kit can be presented:

•  As an electronic PDF document
•  As a one-page site
• In printed form

If you have chosen the electronic version, it is very important to have a clickable menu or content so that the client can immediately go to the desired section, or, after reading the entire marketing kit, quickly return to the section with products, numbers or contacts and not scroll through the entire whale again.

The paper marketing kit looks very attractive. Not everyone likes to read from electronic media, but the paper version is convenient to flip through, you can take it with you and read it on the go.

The cover of a printed marketing kit can be soft or hard. Soft, of course, is cheaper. If you plan to order a large print run and distribute a marketing kit to potential clients at meetings or conferences, then this option will be optimal.

However, a voluminous marketing kit in a thick laminated cover looks the most presentable. This is a full-fledged book that is a pleasure to leaf through and re-read.

The printed marketing kit format can be square or rectangular. The most common formats are 21x21, A4 and A5. In turn, the marketing kit A4 and A5 can be vertical or horizontal.

Fonts, infographics and attractive photos play an important role in design.

Leave development to professionals

order a marketing kit from Veonix

, and you are guaranteed to receive not just an effective tool, but a beautiful, attention-grabbing marketing kit that you want to put on a prominent shelf and re-read from time to time!

Conclusion #6: Design is one of the main keys to the success of a marketing kit. And this is the case when format and sizes are important!

7. 11 types of marketing kit: why so many?

1. Marketing kit of the company/brand

In this case, we have to talk about the company as a whole. A marketing kit will introduce a potential client, partner or investor to the history of the company, its achievements, products, activities in general, and will help make a decision on cooperation.

2. Marketing kit services

This type of whale will attract attention to a specific service. It allows you to describe in detail the terms of cooperation, benefits, and provide numbers and facts. At the same time, if you provide several services, an excellent solution is to have a marketing kit for each of them. The more accurately the marketing kit hits the target, the higher the conversion.

3. Product marketing kit

In its structure, the marketing kit of the product is quite similar to the previous version. The client can get acquainted with the features of the product, and even if he does not make a purchase immediately, he will most likely return to this issue later.

4. Marketing kit for an event or event

Preparing in advance is necessary not only in the case of seasonal goods. One striking example is a planned event. And for him, we offer a separate, individually developed marketing kit. If the expected event is very soon,

order the development of a marketing kit right now

, and we will do everything as quickly as possible!

The event marketing kit will tell you in detail about the planned event. It will indicate not just the date and location of the event, but will also present the program, indicate the dress code (if necessary), and identify the speakers with a short business card about who they are and what their achievements are. The topics of speeches, a list of organizers and sponsors, competitions, prizes, photo reports from previous events, and other useful information will also be indicated.

5. Personality marketing kit

No one can tell a better story about a person than a professionally compiled marketing kit, which includes both a biography and a resume with a portfolio.

In the personality marketing kit you can also place a welcoming speech, achievements, awards, a list of services, and, of course, contacts. It will help you not only express yourself, sell services and make a profit, but also become recognizable in business circles without having to start the story about yourself from the beginning every time.

6. Franchise marketing kit

Purchasing a franchise is always a serious and deliberate step. You will have to work hard with the advertising concept and its competent implementation in order to show all the benefits of buying a franchise from you, and work out objections regarding the risks.

7. Marketing kit software

Marketing kit software includes:

• Information about the company
• Information about the software itself
• Features of use
• Advantages and strengths of the program
• Brief installation instructions
• Cost information
• Questions and answers
• Your contact details

Depending on the type of software, the development of this marketing kit takes into account its features, target audience, and product advertising opportunities. 8. Marketing kit of the project

The company's activities can be either narrowly focused or broad, covering the creation, promotion or sale of various services or products. However, to better perform these functions, a separate project can be created for each product or service.

The marketing kit of the project will help you achieve your goals. He will convey more accurately and in detail:

• Project value

• Its goals and objectives

• Implementation time

• Budget

• Introduce the team working on the project.

• This information will be very valuable for your future partners, investors or buyers. A marketing kit created for a specific project will help them study in detail the service or product of interest, and not “swim” in the diversity of your company’s product range.  

9. Startup marketing kit

The goal of a startup’s marketing kit is to provide a potential investor with a detailed presentation of a new product, to interest them, to show its strengths and to motivate them to cooperate.

It may contain blocks such as:

• Company information

• Startup idea

• Its demand in the market

• USP, differentiation from competitors

• Business plan: stages of development, required investments, estimated profit, payback period

• Startup development prospects

• Social proof

• Your contacts.

Starting is always difficult, but when you have such a strong trump card in your hands as a super-powerful tool of persuasion - the marketing kit of a startup, the chances of emerging as a winner increase a hundredfold!

10. Marketing kit for investors

This type of whale has many similarities with the previous one. However, it allows you to present not only a startup, but also an already existing business that is ready to expand.

In this regard, its specifics will be somewhat different. This is the case when you have already occupied your niche in the market. You are famous, recognizable, there is profit. But any successful business without development will regress. And expansion is always a major investment.

Taking funds from circulation means slowing down the process. And the best solution is to attract a new investor.

The purpose of a marketing kit is to attract attention to your project, show the prospects of cooperation, interest, retain attention and lead to negotiations on concluding a deal!

11. Marketing kit for the sponsor

The main goals of sponsorship are to popularize the name, create a positive image, advertising, recognition, and increase consumer loyalty.

Based on these needs, a special structure and presentation of the marketing kit is formed.

To attract a sponsor, you need to demonstrate the significance of your project, high audience coverage, and the possibility of implementing its advertising campaign.

• Marketing kit will tell the sponsor who you are
• Introduce products or services
• Interested in numbers
• Informs about upcoming events
• Shows the possibilities of photo or text printing on your products, their packaging, free space, staff uniforms, etc.
• Will offer opportunities to mention the sponsor's name in media publications, television and radio broadcasts, Internet broadcasts, and other sources of information dissemination.

Conclusion No. 7: Having a company’s marketing kit is cool, but it’s even cooler to have several whales for individual needs. And even though the ancient theory that the earth rests on three pillars is just a myth, a marketing whale is definitely capable of keeping a business afloat and raising it above the level of its competitors!

And if you have a unique, successfully implemented brilliant idea, you simply must announce your product to the world! And we will be happy to help you create an effective promotion tool - a professional marketing kit!