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Welcome. Introduction @ 1:00pm ET

The Best Impression™ Approach

1:00PM

1:10PM

1:40PM

1:45PM

Welcome

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Takeaways

1:15PM

1:50PM

Q&A

7 Keys to

Making a Great

Media Kit

Today

• Discuss Media Kit Myths
• 7 Keys/Ps of a Great Media Kit
• Examples + Template

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7 Keys to Making a Great Media Kit

And takeaways

Kenny Katzgrau

• Creator of Broadstreet
• Publisher @ RedBankGreen
• Formerly @ Yahoo, Mozilla
• From Red Bank, NJ
• Husband to Katie, dad to two boys, Kenny (4) and Will (2)

7 Keys to Making a Great Media Kit

Eric Shanfelt

• Founding Partner, Nearview Media
• 30-year digital media exec
• Formerly @ Penton, Interweave, HarperCollins
• Married 30 years, two girls, Brooke (16) and Ava (12)
• Huge Colorado Avalanche fan

7 Keys to Making a Great Media Kit

Hitchhiker Tier

7 Keys to Making a Great Media Kit

FREE

broadstreetads.com/hitchhiker

HighValuePublishing.com

Promise

It’ll Be Simple

Myths

It’s a Menu

Myths

A Menu … In Another Language

• Media kits are usually confusing to everyday people
• It’s a poor replacement for salesperson
• Best as a lead generator, conversation starter, or icing on the cake

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7 Keys to Making a Great Media Kit

A good seller works to understand where the prospect is, where they want to go, and why

It’s About Us

Myths

It’s About Them

• It’s really about them
• Helping them learn a little more about you
• Helping them understand if you might be able to help
• Products are important, but not the top priority
• It should be simple

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7 Keys to Making a Great Media Kit

It Has to Be Complete

Myths

It Has to Be Simple

• “Done is better than perfect”
• Looks and style matter, but to a point
• It’s OK if some important parts are missing need to be improved

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7 Keys to Making a Great Media Kit

All of the best works go through many revisions

It Should Have the Pricing

Myths?

There’s No Right Answer

• Omit pricing and encourage conversations
• Add pricing, qualify buyers

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7 Keys to Making a Great Media Kit

Ways to Get 👻

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Make Them Think

How to Sell Digital Advertising in 30 minutes

Make Them Work

How to Sell Digital Advertising in 30 minutes

#goals

Goals of a Media Kit

• Starting point for prospective business
• Post on “advertise” page
• Post on the website
• Serve as a tool in a sales discussions
• Build authority
• Create connection
• Communicate ideas
• Final Impression
• Repeatable

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7 Keys to Making a Great Media Kit

Goals of a Media Kit

• Help them
• Support you in helping them

7 Keys to Making a Great Media Kit

The 7Ps

Place

Place

• Clearly show that you belong to your community
• … that you are dedicated to the community
• … and you know it better than anyone else
• Community can be a demographic at a national level

7 Keys to Making a Great Media Kit

Purpose

Purpose

• Share the mission and vision
• You should have one regardless of tax status
• Show how partners play into the mission and story of what the publication is doing
• The more directly illustrated, the better

7 Keys to Making a Great Media Kit

People

People

• Reader and followers (demographics if you’d like)
• Show who is behind it, for real (authenticity counts)
• Founders
• Team
• Board
• How did they become involved
• Why do they think it’s important?

7 Keys to Making a Great Media Kit

Partners

Partners

• Show who you have worked with
• Show what they’re saying (testimonials)
• Ideally, share the thoughts of some well known or influential people
• Not in the political sense

7 Keys to Making a Great Media Kit

Pain Points

Pain Points

• Common frustrations in marketing
• “I feel like it’s a waste of money”
• “I post on social media but nobody’s seeing it or liking it”
• “I just need someone to take care of it for me”

7 Keys to Making a Great Media Kit

These will likely resonate, show that you “get” it, and set you up as the person to fix it.

Process

Process (or “Uniques”)

• “What happens if I say yes?”
• How will this solve the problem in a unique way?
• How will I be guided?
• Is it a proven process?

7 Keys to Making a Great Media Kit

Products

Products

• Tiers or individual products
• Who it’s for (“ah, this is for me”)
• Speak to the goal, not the product itself
• “Show your expertise” instead of “we’ll write 1 sponsored content post”

7 Keys to Making a Great Media Kit

Simple

Unique

Specific

They have to believe it can work for them

Has to be difficult to compare

Has to be understandable

Product/Pricing Troubleshooter

7 Keys to Making a Great Media Kit

Price

Objections

Ghost

Village Media

• Website
• Media Kit

Make One From Scratch: Step 1

• Start with a blank Google Slide / PowerPoint / Keynote
• Create a “Title and Body” Slide for each section you need
• Cover Slide w/ Contact
• Clients + Testimonials
• About / Contact / Mission
• Products
• Fill it with text and images you want on the slide (it doesn’t matter if its ugly)

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7 Keys to Making a Great Media Kit

Make One From Scratch: Step 2

• Find a style that you like from this list
• Ask a Designer (or 99 Designs):
• This is a task to basically redesign existing Google Slides.��I need a media kit designed. This media has the general style I like. Of course, I need my own logo and colors. ��The slides that I’m starting with are here, containing the headlines, text, and imagery I would like to use.
• $100 - $300

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7 Keys to Making a Great Media Kit

RedBankGreen’s Media Kit

Media Kit Template #1

Media Kit Template #2

Downloadables

• Media Kit Examples (Doc)�Google Drive
• Kenny’s Media Kits Google Slides Template (New)
• Eric’s Media Kit Google Slides Template
• Media Kit Google Document Template (Not Slides)
• 4 Ps of Pricing and Packaging
• How to Sell Digital Advertising in 30 Minutes

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7 Keys to Making a Great Media Kit

Recap

The 7Ps

• Place
• Purpose
• People
• Partners
• Pain Points
• Process
• Products

7 Keys to Making a Great Media Kit

Takeaways

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Q&A

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Thank you

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