Build a Marketing Kit That’ll Make People Remember Your Company
Does your business have a marketing kit? Basically, this is a portfolio that educates prospective clients about your company and outlines your products and services. It’s also one of the most important sales tools for businesses in any industry.
Say you’re a home improvement company. Although this is a wide market, you likely focus on a specific niche, like cabinetry or kitchen countertops. A marketing kit helps your sales team fully explain the scope of your business in a simple format. Prospective customers can clearly see what you offer—and what you don’t.
In this article, we look at what makes a compelling marketing kit, from customer testimonials to stunning visuals. We’ll also share tips and insights to keep in mind as you develop yours.
Understanding Your Audience
Before assembling your marketing kit, it’s important to know who your audience is. It’s rare for a specific brand or company to cater to a wide spectrum of customers. This is especially true for niche companies that offer solutions involving highly specific functions. Promoting your brand to a broad audience when only a few require your products can be a colossal waste of marketing resources.
At the same time, brands should also embrace the idea that they service multiple market segments. For example, DIY woodworking projects resonate the most with homeowners and hobbyists. But schools that offer basic woodworking classes are also among the top buyers. Having a distinct set of marketing materials for each specific audience can pay off in a big way.
Identifying Your Audience
How do you know which customers are your audience? Numbers will tell the story.
Tools such as Customer Relationship Management (CRM) and Sales Management platforms can identify the market segments that support you the most. CRM tools can also analyze where your sales are coming from and identify which market segments drive the business.
When starting a marketing kit, you should also be aware of your broader audience segments outside of prospects:
- Existing Customers: Use your marketing kit to teach current customers something new about your brand or product. This includes new ways to utilize products, tutorials on advanced uses and market insights from industry sources.
- New Employees: Onboarding new workers typically requires a crash course on the company and brand. A marketing kit should contain all the details they need to hit the ground running. This includes the company vision and values, product knowledge and target market profiles.
- Investors: Some customers might be so impressed with your brand and products that they’d like to buy into the company. A complete marketing kit should contain content that future investors will find helpful: mission and vision, market profile, target customers and expected revenues.
The Essential Components of a Memorable Marketing Kit
Now that we’ve narrowed down our audience, it’s time to assemble the marketing kit. By definition, the kit should feature content that showcases your company, brand and products or services offered. It should contain material that can convince potential customers to invest some time with the brand. In addition, it should give customers compelling reasons to buy into the offered solutions.
Remember, you should have both an online and print version of your marketing kit. Keep copies of the printed version in your store and distribute it at events like sales conventions, exhibitions and seminars. The digital version will live on your website. Be sure it’s in a mobile-friendly format.
So, what are the must-have items for a complete marketing kit? Let’s dig into the six key components your kit should include:
1. Business Overview
Think of this section as the conversation starter in your marketing kit. The business overview removes any doubt as to what your company does. More importantly, it shows the audience which specific segments you serve in your overall industry.
For example, simply describing your business as a “Home Improvement Company” in the overview section doesn’t tell the whole story. Specifically, which areas of home improvement do you target? Whether it’s light bulbs or landscaping, you’ll want to create your own identity to stand out from a crowd.
2. Product and Service Descriptions
This section helps customers narrow down their search efforts. Think of it like a sales catalog. Customers should see a clear list of the products you carry and the services you offer. Be sure to include a short description of each product or service. This ensures that there’s no confusion between what you offer and what customers want.
3. Testimonials and Case Studies
Today’s customers no longer rely on sales representatives to give them the data they need to make a personal decision. Instead, they simply look online to see how products and services fare in real life.
Among the more trusted brand endorsers are ordinary customers who post reviews and record testimonials. In addition, impartial reviewers may publish case studies about your product. Gather these materials and make them accessible to both current customers and prospects.
4. Visual Assets
No one likes bland, text-only presentations and datasheets. To make your marketing kit more engaging, include visual assets such as images, videos or even artificial intelligence (AI)-inspired art. By inserting visual assets into the presentation, you’ll lower stress levels, increase participation and boost the likelihood of a sale.
Visual assets can include graphic logos, campaign materials, infographics and other eye-catching material. They tell your brand story in a way that transforms a simple marketing kit into a real page-turner.
5. Call to Action
A call to action (CTA) is what compels the viewer to take action after they read the kit. It might ask your audience to subscribe to your social media accounts, sign up for a subscription or make an outright purchase. The more powerful and well-timed the CTA, the more likely it is to convert prospects into customers.
Don’t solely rely on the CTA to inspire action, though. In most cases, the CTA is more impactful if the content leading up to it was engaging.
6. Contact Information
At the end of your pitch, make sure prospects know how to get in touch with your company. Ideally, you’ll connect them with the person who can guide them to the next step in the sales funnel. Share their email address and phone number, as well as the company’s website and social accounts.
Crafting Compelling Content for Your Marketing Kit
The success of your marketing kit depends on the quality of the content it contains. The most compelling content often comes in the form of a story.
Need proof? According to SmallBizGenius, after reading a compelling story, 65% of consumers feel an emotional connection to that company, and 55% will consider buying from the brand.
For example, in home improvement presentations, you might introduce a frustrated homeowner who can’t find quality materials or tools in their area. Then, establish your business as the solution. And not only do you have what they need, but you offer high-quality finishes that other stores can’t match. This adds value to your proposition.
Now, narrating this requires some deft storytelling skills. You’ll need to identify the problem, draw out a solution, and recap the lessons learned along the way. Use this story approach in as many parts of the marketing kit as possible.
Marketing Kit Design and Branding
Other key elements in a successful marketing kit are design and branding. Together, they make your story and your brand stand out among the crowd.
When crafting your marketing kit, choose an overall theme and design. The typeface, color and tone will set the mood for your company and products. For instance, a minimalist design and muted tones can convey a seriousness or luxury. Or if you’re trying to attract the fixer upper crowd, your kit should include the latest design trends and give a sense of adventure.
Remember, this kit is part of your overall brand image. The fonts, colors and design elements should complement your logo and other marketing pieces. Lean on color psychology and typography rules to ensure your design sends the right message.
Making Use of Interactive Presentation Tools
Presentations can be a powerful asset in your digital marketing kit. As you tell your brand’s story, an interactive presentation that features videos and bold images can bring your words to life and keep the action moving forward.
Interactivity allows both creators and audiences to view the presentation in a non-linear storyline. For instance, the audience can click on product image to open specs, use cases or a video demo. Viewers can also seize control anytime and take over how the story continues.
Not all presentation tools are the same. So, be sure you use one that gives you the level of interactivity that can create a compelling narrative. Ingage, for example, is dynamic presentation software that lets you build engaging slides. Built-in samples are easy to customize, or you can design your own.
Drag-and-drop tools and a streamlined user interface make it easy to add elements to each page. As your presentation comes to life, keep these three tips in mind:
- Keep your design simple.
- Maintain your narrative throughout each slide.
- Ensure your videos and images are high-quality.
Get Your Marketing Kit Up and Running With Ingage
The ideal presentation software is both interactive and collaborative. With Ingage, you can create highly interactive and personalized presentations that will delight viewers and compel them to buy from your company.
Ingage also has powerful cloud collaboration and content management features. Sales and marketing teams can work on presentations in real time no matter where they’re located.
Sign up for a free demonstration today. We’ll help you build a memorable marketing kit that drives sales.