Top tips for advertising media kits

Your media kit is a key decision making trigger for potential buyers when assessing where to place their advertising investment and is often a first introduction to your brand.

To maximise your chance to either appear on their buying schedule, be asked for further information, produce a proposal or get you through the door to discuss a potential buyers marketing needs, it's important the information in your kit gives a highly affective overview of the features and benefits of your media brand.

It should also be pointed out that a media kit is just one part of an overall advertising sales strategy for media owners and publishers.

Here’s some tips to consider when producing your media kit as a showcase to potential advertisers -

1 – Keep it short and use easy to read point form as much as possible - one of the biggest errors I see is media kits which are far too long and offer far too much information.  Remember all advertising buyers are time and resource poor.  They need key details presented in the easiest to digest format.  A media kit any longer than 4-5 powerpoint slides is too much.  If you can’t resist adding more information – consider using a well thought out appendix at the back.

2 – Orientate your platform's features and benefits to the buyer - think about who is looking at this information. They will be reading it with the single thought of ‘what’s in it for me or my client’.  The way you present your information should reflect this.  You should adopt this ‘what’s in it for me’ mindset in all communication with potential advertisers. 

3 – Profile Your Audience – by using your platform 'who' are the audience advertising buyers will reach? Qualify them by showing relevant demographics and information and use a visual reference or image as a snapshot of your typical target market.

MediaScope can help you structure relevant questions for an audience survey which can be used to show advertising buyers.  Get in touch

4 – Your Audience Statistics - depending on your platform or media type you will need to show audience reach.  For magazines it may be circulation and readership, for websites it may be unique browsers and impressions or page views.  Always source your statistics, date stamp them, don’t round your numbers, (looks dodgy) and use an industry recognised third party audit service where possible.

See MediaScope's guide to online audience statistics here

5 – Testimonial – always nice to see an external endorsement by an advertising buyer who has used your platform and had success. 

6 – Give an overview of your advertising options – with a visual reference so buyers can see exactly the placements you offer.  It’s your choice to offer rates at this stage – you might consider adding rates for standard placements, but may make rates for sponsorship or more tailored opportunities 'on application'.

7 – Quantify (show stats) as much as possible - it's not enough to say – ‘we send a newsletter’ or ‘we produce a monthly magazine’ – always show an audience, print-run, send or potential reach number on everything.

8 - Call to action and clear contact details - add a strong call to action at the end of your kit which gives buyers a final clear reason to want to advertise with you and ensure your contact details are crystal clear and prominent.

9 – Up to date – keep the information in your media kit completely up to date whether it's your statistics, audience information or latest media mentions.

10 – Format – I like media kits on powerpoint slides - which can be converted to pdf - as they are quick and easy to see ‘at a glance’ and also simple to update regularly.  Keep file sizes manageable for email send and allow the advertiser to easily print without using all their toner. 

You should also ensure your media kit information appears on an online media centre which is easily found on your site.  Don't show all information online - you want them to contact you so you can find out their needs and see if there is a fit with your advertising offer.

One more thing to consider – I never send a kit to an anonymous enquiry.  If they are asking for information and rates about your business it’s only fair you know who you are dealing with.  You can guarantee it will be your competition if they are not forthcoming with their identity - they'll get your information somehow if they want it but no need to make it too easy!

This is not a definitive list and each media owner will have a different set of needs when dealing with potential advertising buyers. Your kit should be tailored specifically to your opportunity and your advertising buyers. 

MediaScope offers a media kit check-up service where we can help you tailor your kit to meet the needs of your advertisers.  Please see more details here.

If you have any tips to add to this list please feel free to get in touch.

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