Is your media kit an afterthought? You’re thinking, we need something to share, so you throw together some rates, dates and specs and voila!, you have yourself a media kit. Maybe you even include an order form hoping that this will be an easy day’s work.
The reality is that your advertising prospects need more than that. They need to get to know the members of your organization. Your media kit needs to share part of that story–quickly and clearly–so that the marketing assistant, product manager, CEO, or advertising agency can understand why you should be their priority.
These questions can help you take a hard look at your media planner. Its never too late to make changes for 2011.
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What one question is most important to your prospects and advertisers?
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What are the unique selling points of your market? Are they easily found in your kit or lost in a sea of copy?
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How is your media kit delivered to prospects? (Print/Hard Copy, PDF, Tablet (iPad), Website, Video)
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Can your media kit be segmented and delivered by products (i.e. online, conference, annuals)?
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What visuals do you use to communicate your audience?
There is no one-size-fits-all answer to developing a media kit. But in today’s media buying market it is imperative to see how your media kit can be customized for a specific prospect based on their needs.
Join Network’s Carrie Hartin and Sean Soth, and Association Media and Publishing next Monday, Dec. 13, for “Dynamic Media Kits” beginning at 5:15 pm at the University Club, Chicago. Stick around for the annual Association Media and Publishing reception from 6 to 7:30 p.m.
December 8, 2010
“How do we stand out on the show floor?”
I have been on the receiving end of this question many times in my role as a media and event sales professional. For the first time, though, I am seeing things from the “other side,” as I work with my colleagues to prepare for our first ever exhibitor experience. Network Media Partners will be a participating exhibitor at the Association Forum of Chicagoland’s annual Holiday Showcase event. I have attended this show several times and know that it offers an ideal venue for exposure to a variety of Chicago association folks. What I’m finding, though, is that approaching an event as a participating exhibitor brings up a whole new set of questions and challenges that I have never faced before.
Exhibiting is a significant investment. From booth space to collateral to travel plans, it all adds up! It is vital that exhibitors feel “heard” during the event and that there are ample opportunities to connect with the right attendees. Matching technology, online exhibitor spotlights, and themed aisles can all help achieve the right levels of visibility for exhibitors. As an exhibitor, one thing I would really appreciate is getting visits from board members and other active participants in the community. Making one or two quick connections like that will really stand out for us as we do a post-show review of contacts made on-site.
In addition to networking & visibility, we at Network Media Partners are really looking for a platform that can tie into our overall business development strategy for the new year. How can this event act as a stepping stone to move our business to the “next level,” and what can we do to maximize the longevity of results from our exhibiting investment? Associations that are most successful at providing these answers to their exhibitors work to develop year-round touch points for exhibitors and their membership; this can be anything from a comprehensive integrated media package (admittedly not in everyone’s budget) to having staff or volunteers “check in” on exhibitor participants throughout the year to monitor their progress within that space.
When I think about our ultimate exhibiting goals, I hope that we are viewed as a resource for members and not just another booth. A big part of that lies on our shoulders. Are we providing timely resources on media sales & design (our areas of expertise) or are we just pushing a “me first” sales message? But the member marketing for the event plays a part in this equation as well. If members are encouraged to view the exhibit hall as a valuable sourcing tool (and not just a place for freebies), that attitude will really seep into the culture, and the exhibit hall becomes a true exchange of ideas.
Off to the Windy City we go! Stay tuned for our post-show perspective later this month.
–Shannon Reid, Vice President, Sales
Attending Holiday Showcase? Visit us at Booth #255
December 6, 2010
Network art director and designer Heather Winkel was named one of Folio’s Rising Stars: Ten Under 30 yesterday.
In Heather’s time at Network, she has taken on design and art direction for a number of our client’s magazines. Most recently, Heather’s work with AAMVA on MOVE magazine was honored with several industry awards.
Congratulations Heather!
November 3, 2010
