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A marketing whale is a salesperson in your company who does not need to be paid a salary. It talks about your product or service, explains the benefits of purchasing the product, and explains what its benefits are. If the marketing kit is compiled correctly, your sales with its help grow day by day.
From this article you will learn:
- What should it look like
- What is the difference between a marketing kit and a sales presentation:
- When is a marketing kit needed?
- Main types of marketing kit with examples
- 6 common mistakes when creating it
- Why you shouldn't use a free template
- Why is its custom development by professionals so expensive?
Marketing kit
this is a short document, after reading which the client understands how the product you offer will be useful to him and why he should buy it. It contains marketing materials that clearly answer the reader’s question about the advantages of cooperation with your company.
What is the main goal of the marketing kit?
Prove to clients, partners and suppliers that they need goods, services and financial interaction with the author of the document. At the same time, the reader should understand that the goods and services you offer are of high quality, and cooperation is beneficial for both you and him.
The marketing kit includes information about the organization as a whole. The document describes its values, services, projects and products. That is, a marketing kit is the whole essence of an enterprise’s activities, a document that reflects the best qualities for potential and existing clients and counterparties.
Let's assume that during negotiations your potential partner asks to provide some information about the company, its services and products. In response to his request, you can give him a marketing kit for review.
This is not just another template brochure about the activities of an organization, but an effective presentation tool that allows you to present your business in the best light. But for a marketing kit to bring truly good results, it must be compiled correctly.
What does a marketing kit look like?
A marketing kit is a set of marketing materials, the content of which is determined by the purpose, specific situation and information needs of a potential client or partner. Marketing kits are prepared both in printed and electronic form. As for the amount of information in these documents, it is always different.
A marketing kit can be issued in the form of:
- set, which includes text, audio and visual documents. This is a single brochure that the company provides to potential and existing clients, partners and contractors.
- publications, published in printing.
- clearly structured electronic content(for example, it can act as a Power Point presentation or an Adobe PDF file).
- web pages on the website about the organization to which the link is sent;
- short presentation in a question-and-answer format, including the most important information for a specific situation and client/partner.
Regardless of the format of the tool, it must solve its main tasks - talk about products and services, answer a number of questions, and contribute to the formation of a favorable impression about the enterprise.
After reading the marketing whale, a potential client or partner should gain confidence in the company and express readiness for productive cooperation.
An example of a successful marketing kit for “Restaurant Factory”:
Marketing kit and sales presentation: what is the difference
A marketing kit differs from a presentation in that it does not require the presence of a speaker. For example, you can send this document to a person before meeting him. This way, the potential client or partner will have some insight immediately before the negotiations.
As for the traditional slide presentation, this is a kind of summary that reflects the main theses and diagrams. A speaker is needed to explain these schemes and theses.
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When is a marketing kit needed?
Here are examples when it is extremely important to develop a high-quality marketing kit:
- You do not have your own website, but you need to provide the client with as much detailed information about your offer as possible.
- Your sales team needs material on which they can present your company and services.
- The commercial proposal is very dry, and describing it is not the most suitable option, since this would eliminate its main purpose.
- Your company has a number of advantages, but managers cannot or forget to tell clients about them.
- You have only recently started working, and therefore are striving to increase the level of trust in the company in the market and strengthen its reputation.
- You need material that can be transferred to clients or partners to study your activities and services in detail.
- You strive to improve your position in the market and beat your competitors.
In modern life, 90% of Russian enterprises need a marketing kit. Before you begin to create it, you should clearly understand that this process is more complicated than developing a brochure or commercial proposal. It takes quite a long time to create and release a marketing kit.
Main types of marketing kit + examples
There can be many types of marketing kit - everything is determined by the object of the presentation. We will focus on the seven main, most common types at the moment.
Marketing kit services
If you want the client to focus on a specific product or service, create a separate marketing kit. Of course, the ideal would be to have multiple marketing kits for each service or service package to meet the needs of all customers.
The creation of such projects must be approached thoughtfully and carefully.
A marketing kit can consist of several sections:
- Brief information about the company.
- Presentation of a product or service.
- Benefits of using the service for the client.
- The benefits of a service or product in numbers.
- Customer reviews.
- Cases.
- Special promotion.
- Information about the scheme and operating procedure.
- Questions and answers.
- Contacts
A marketing kit dedicated to a specific service is smaller than the “About the Company” document. It can be read in the shortest possible time, so the chances that the consumer will read it in full are very high.
Marketing kit of the company
The “About the Company” marketing kit consists of:
- Information about the enterprise.
- Companies in numbers (achievements, growth, headcount, etc.).
- Benefits and advantages of cooperation with the organization.
- Welcome words from a company representative.
- Presentations of goods and services.
- Special offers and promotions.
- Schemes of work (How we work).
- Geographies of activity.
- Principles (rules) of work.
- Missions of the organization.
- Well-known clients of the company.
- Customer reviews.
- Successful cases in numbers.
- Company partners.
- Publications about the company in the media.
- FAQ – questions and answers.
- Certificates, diplomas, awards and diplomas.
- Plans for the future.
- Contact details.
A marketing kit dedicated entirely to the company gives excellent results if you are interested in presenting your business to the client from the most advantageous side and standing out among competitors.
You can take such a marketing kit with you to a meeting or negotiations, and upon completion, leave it with a potential partner for study. If a marketing kit is developed efficiently and professionally, a person will want to continue to cooperate with you.
Marketing kit for an event
The event is an independent commercial facility. That is why it is necessary to develop a separate marketing kit for it, especially if you organize an event annually.
In the marketing kit “About the event”, include as much detailed information about it as possible. After reading it, a potential client or participant should understand that participating in the event is beneficial, and at the same time he will also receive certain bonuses.
The document must include information about all the benefits of attending the event, as well as the program, information about speakers, organizers and partners.
When the event is over, the participant will still look at the marketing kit from time to time, which means he will remember that in a year or some other period the next one will take place and must be attended.
The marketing kit for the event consists of:
- Descriptions of this event
- Descriptions of the advantages and benefits of visiting it
- Information about the organizers
- Detailed event program
- Information and registration procedure for attending the event (instructions)
- Special promotion
- List of speakers
- Famous participants who regularly attend the event
- Feedback from participants of past events
- Information about information partners of events
- Publications about the event in the media
- FAQ - questions and answers
- Event locations and directions “How to get there”
- Contact details
Obviously, the marketing kit for an event is not just an advertising catalogue. This is a whole manual from which the participant can get all the information he needs. This marketing kit is convenient to take with you to events to clarify the program, obtain information about participants, etc.
Product marketing kit
Any product is unique in its kind, and therefore needs proper presentation. The marketing kit should act as a salesperson in your absence.
The product marketing kit includes:
- Brief information about the company.
- Product presentation, description of benefits and advantages for the client.
- Information about the special promotion (if any).
- The procedure for receiving the product (a clear ordering scheme).
- Delivery information.
- Product reviews.
- FAQ – questions and answers.
- Contact details.
Even if the client does not need your product now (uses another or is in the process of choosing), he will study the information and return to it after some time, when such a need arises.
If a marketing kit is compiled with high quality, then after reading it a potential client or partner will remember important information and will most likely order the product.
Marketing kit software
In general, software can be classified as products and, in some cases, services. However, we have separated it into a separate type, since very often software includes both products and services (for example, support).
There are different types of software, for example:
- Text and graphic editors.
- Database management systems.
- File managers.
- OS.
- WEB editors.
- Data archivers.
- WEB browsers.
- Accounting programs.
- Antiviruses.
- Games and other entertainment tools.
- Mail clients.
- Messengers.
- Programs for scheduling tasks, etc.
So, the software marketing kit includes:
- Information about the organization providing the software.
- Presentation of the program (what tasks it is designed to solve, and how exactly it does it).
- Information about the advantages and benefits of use.
- Welcome words from the software authors.
- Information about known clients already using this software.
- Customer reviews.
- Successful cases in numbers (if this is allowed in this case).
- Data on tariff plans (if any).
- Information about the procedure for purchasing, installation, and operation.
- Possible bonuses and discounts.
- Information about technical support.
- FAQ – questions and answers.
- Contact details.
Franchise marketing kit
In this case, we are not even talking about a product or service, but about an entire business, which is always expensive. In this regard, it is necessary to use powerful, highly effective tools. To sell a franchise, you should develop a high-quality marketing kit.
Marketing kit for selling a franchise includes:
- Information about the enterprise.
- Information in numbers (data on achievements, growth, number of personnel, etc.).
- Franchise presentation.
- Description of the advantages and benefits of doing business with it.
- A welcoming speech from a company representative.
- Presentation of goods and services as part of the franchise.
- Geography of the franchise.
- Description of the operating principles of the franchise (conditions and rules).
- Information about the mission of the company representing the franchise.
- Information about famous clients who have already purchased and launched a franchise.
- Reviews from franchise clients.
- Successful launch cases in numbers.
- Publications in the media about the enterprise or franchise.
- FAQ – questions and answers.
- Certificates, diplomas, awards and diplomas.
- Procedure for starting a franchise.
- Contact details.
Above is an approximate list of required sections, each of which is very important. A potential partner should receive comprehensive information about the franchise from the marketing kit, and the more information there is, the better.
In your marketing kit, you can also include a chapter dedicated to helping clients grow their business (franchise). Your partner must understand that after purchasing a franchise you will provide him with full support. Add to your marketing kit all information that may become valuable and attractive to the client.
Universal structure of a marketing kit
Cover
The client's gaze falls on her first. That is why a lot depends on the cover. Here you can draw a parallel with a book in a store that you took off the shelf and then quickly put back in its place because it didn’t attract you.
It is possible that the book is filled with valuable and useful information, but the buyer will no longer know about it, since the cover did not make any impression, and therefore he did not want to familiarize himself with the contents.
The same can happen with your marketing kit. If the client or partner does not like the cover, he will not be interested in getting acquainted with the content of the marketing kit, the benefits and benefits described in it.
What solution does the company offer to the client?
This page is best placed at the beginning of the document. When opening a marketing kit, a person immediately understands why it is profitable to cooperate with a company, what its advantages are, and what problems its products and services can solve.
Remember, psychology is such that, first of all, a person is concerned with his problems. Considering this fact, mention the problem in the title, then briefly explain it. Write in a language that is simple and accessible to the reader, avoiding clichés.
Services or goods
This section is needed so that the potential client understands what exactly your company does, what the specifics of its activities are, and what products or services it offers.
Competitive advantages
Here, highlight in as much detail as possible the advantages of cooperation with you, indicating why your company is better than its competitors. In fact, this section is provided for posting a unique selling proposition (USP).
An example is the full range of services, delivery in the shortest possible time, bonuses and discounts for clients, professionalism of employees, individual approach, etc.
Block about the company
Be as open as possible when writing this chapter. Provide information about the creation and stages of development of the organization, founders, and the circumstances that influenced you when choosing this industry.
If you are open, then after reading the marketing kit people will begin to trust you. Remember, the person behind the business is the most valuable to people, not the company itself, and therefore it is very important to stand out from other businesses and pursue innovative solutions.
Examples or cases
In this section you should provide successful cases of your organization. Example: “One of our clients encountered difficulties in the process of attracting clients. He invested funds into these goals, but no effect was achieved. To solve the problem, we introduced a step-by-step scheme for attracting the target audience, using methods and tools such as ... (listing). As a result, the company’s sales increased by 345%, which made it possible to increase the return on investment by 10 times.”
The information in the case studies should tell the reader that the methods you use are highly effective and therefore allow you to solve the most complex problems, providing clients with extensive opportunities for growth and development.
Team members
When forming a marketing whale, pay due attention to the employees of your organization.
Process description
Here you visualize the operating procedure of the company, that is, you clearly demonstrate to a person the entire process of interaction with clients or the production scheme at the enterprise. In this chapter, you can include everything you plan to demonstrate to interested parties.
Customer Reviews
This chapter is very important because potential clients always read reviews and recommendations from people who have already worked with you.
In recent years, cases have become more frequent when companies themselves write positive reviews to themselves, building a good reputation on the Internet. You should not rely on such decisions, since fake reviews do not have a positive effect.
Today, readers can quickly distinguish fake recommendations from real ones and understand that an ordinary client is unlikely to describe the company’s merits in such detail and flatteringly. Accordingly, trust in the company decreases.
Licenses, certificates, awards
If a company has certificates, diplomas, licenses, it must show them to clients. This increases her value to the organization in the eyes of the audience.
Information about the company’s participation in exhibitions, conferences, mentions in the media
Information of this kind also works to strengthen the business image and helps to increase the trust of the organization on the part of clients. It is especially good if the media writes about the company. If a company is well-known, partners and clients automatically perceive it as more trusted and reliable.
our clients
In this section, mention who you are collaborating with. Tell us who your ideal client is. This way the person will understand who you are targeting in your activities.
For example, an ideal client for a company may be a large organization with over 5,000 employees, which invests monthly in the education of specialists, holding various kinds of conferences and seminars.
This is just one option. There can be hundreds of thousands of them, since each company has its own individual characteristics and specifics, and, accordingly, a target audience.
Call for cooperation
This section is very, very important for any marketing whale. Whether the potential client wants to cooperate with you further depends on how well it is drawn up.
Let's give an example: “If you are interested in cooperation with us, just contact our managers using the specified contact information. We offer our clients further provision of useful recommendations to increase the sales market and effectively implement services.”
Applications
The appendices to the marketing kit contain background information that cover the topic in more detail.
The client does not have to familiarize himself with additional materials, but it is still advisable if he wants to delve deeper into the essence of the marketing whale. This section usually consists of:
- financial performance indicators of the company;
- dynamics of its development (main stages, history of formation);
- other frequently asked questions and their answers.
Where to start creating a marketing kit yourself
You have weighed all the pros and cons and realized that a marketing kit is necessary for your business. Let's look at how to create this document yourself. Here, in addition to bright and interesting ideas, there are many difficulties associated with the correct development of a marketing kit and the selection of components that are worth paying special attention to.
Let's briefly talk about solving the main problems.
How to make a marketing kit highly effective? First of all, before development you should understand:
- for whom the document is intended;
- when will it be read;
- what the client/partner should do/understand after familiarization.
If you do not pay due attention to these three parameters, then you risk doing intense and painstaking work, which in fact will not bring any results and will not increase your income.
Who?
The results you plan to achieve will directly depend on the target audience for which your marketing kit is intended. Therefore, at the very beginning, it is important to determine the profile of your client.
As an example, let's take a situation where a large leasing company, which accepts deposits at a higher interest rate than banks, works with two types of clients - individuals and legal entities.
In reality, most organizations already stop at this division. But for some this is just the beginning.
In the future, you should highlight segments among clients who will either receive a tick, will be a priority, or will be in question (in doubt), or you will put an end to them, that is, such persons will become unnecessary for you. Each customer segment should be named as you wish. You should understand what we are talking about.
In different organizations, decision making may lie with:
- owners;
- executive directors;
- marketers;
- product purchasing managers;
- managers;
- or the chief accountant who deals with all issues in the company.
Each client has their own value and unique needs. For example, the owner aims, first of all, to make a profit.
For a marketer, the main thing is that management appreciates his merits. And, of course, he wants to bring income to the company. The chief accountant will, first of all, try to reduce costs. This is why when creating a marketing kit, it is so important to identify your target audience.
When?
The timing of viewing your marketing kit by a potential client or partner is also important, since, as we already know, at different stages of sales people have some objections and no longer have others. A marketing kit is a set of documents in which these objections are consistently addressed.
The marketing kit is usually given to:
- by e-mail along with a commercial offer;
- during the meeting in printed format;
- during the meeting in electronic format.
It follows that:
- if you present a marketing kit along with a commercial proposal, then you need to remove from it the information that is already contained in the commercial proposal;
- If you are conveying a marketing kit during a business meeting, and the manager is simultaneously talking about the company, it is best to display brief abstracts, vivid and emotional information in the document. In other words, highlight the “juice” and your manager will tell you about everything else;
- if you send a marketing kit by e-mail, take care of implementing additional interactivity to further engage the client.
For what?
In this section, you call the client to action. In each case everything is individual. But the main rule here is a relevant and targeted appeal.
For example, for the “Wholesale of socks” industry, the ideal call looks something like this: “Order a trial batch on special favorable terms.” If you are creating a marketing kit for a guest house, a good call would be: “Book your rooms seven days before arrival, and you will receive as a gift...”.
Here are more examples of successful calls:
- calculate an individual price for yourself;
- find out about the special conditions of your order in more detail;
- order a presentation/tasting/sample;
- call a specialist for measurements;
- get free access for seven days;
- place your order right now;
- Confused by the cost? Call us and we will discuss the price individually;
- reserve your place.
Well, the most universal closing option is presented below:
If you are well versed in the psychology of your client and know his train of thought when reading your marketing kit, then you can place calls to action not only at the end, but also at the beginning and in the middle of the document.
Upon completion of the preparatory activities, you can begin to shape your project. As already noted, this is quite painstaking work, which, of course, cannot be completed in a couple of days.
You will finish, change, delete something, bringing your marketing kit to perfection. In this regard, we would like to give you a recommendation - do not delay the process. Create a test version, put it into production, and only then change and add as many as you see fit.
6 common mistakes in creating a marketing kit
Too much unnecessary information for the client
Many companies, trying to present themselves in the most favorable light, get too carried away and fill their marketing kit with unnecessary information.
This is understandable - companies try to tell as much as possible about their activities and the benefits of cooperation with them. But in this way they take away the client’s time.
The reader may ignore the second paragraph with unnecessary information, but on the third he will simply put the marketing kit aside, without reading the important thing that you wanted to convey to him.
It is important that every line of your presentation material is useful. Otherwise, the marketing kit you worked long and hard on will end up in the trash.
Overly detailed explanations
Trying to be convincing and understandable to the audience, developers sometimes compose texts that seem intended for narrow-minded readers. Here is a clear example of this:
Company N manufactures wood products. Wood for products is obtained from forests and comes in different species. Wood has been known as a building material since ancient times. After removal from the sites, the wood undergoes processing and sawing.
Damaging the reputation of competitors
Unfortunately, cases of companies slinging mud at their competitors are becoming more frequent. Of course, this cannot be done. The marketing kit exclusively highlights its advantages and features, and in no case speaks poorly of competitors. Nobody wants to cooperate with a company that does not observe basic business etiquette.
Implausible information
Today, in every second marketing kit you can find distorted facts that have nothing to do with reality. Companies that claim that they have “100% of their customers returning” and that they provide “the highest quality” are only making things worse for themselves. The reader wants to see real facts in front of him.
Unstructured text
I must say that this error is the most rude of all existing ones. If the text does not have a clear structure, it is difficult for the reader to perceive it. The author simply lumps together all the information about the organization. Of course, it is convenient to write information in random order. But, unfortunately, reading such material causes great inconvenience to the client.
Lack of USP
Every organization must have a unique selling proposition, or USP for short. And from this USP, reflected in the marketing kit, the client should understand that you are better than your competitors, and it is more profitable to cooperate with you. You should have a clear difference from others, your own feature.
Unfortunately, today many companies practically do not stand out among similar companies.
Which program to use to create a marketing kit?
To develop a marketing kit, you should use the program in which you are most comfortable working.
If you are more accustomed to using text editors, give preference to Word or Google Docs. Both programs are great for creating diagrams, tables, and adding graphic elements to text. Both programs allow you to save files in PDF format.
But, if you are interested in creating something more, make a marketing kit in Powerpoint. The program has the same simple interface, but at the same time provides greater design opportunities.
And, of course, if you have the appropriate skills and desire, you can easily work in layout or vector graphics programs. But this is only possible if you know them or want to master them. Here you can highlight the Corel Draw program.
You can also use the marketing kit builder. On the Internet, such designers are presented in sufficient quantities - they correspond to any requests and budget.
Why you shouldn't use a free marketing kit template
In your opinion, which clothes will fit your figure better: a standard cut item in your size, bought in a store, or made to order? The same situation applies to marketing kits. You should not use sales marketing kit templates. A typical marketing kit and it works like a template.
Therefore, if you want your marketing kit to bring good results, you should take into account the specifics of your business. Pay attention to studying products, services, target audience and form an INDIVIDUAL structure.
Everything is determined by which blocks need to be included in THIS marketing kit. You also, at your own discretion, determine the order in which these blocks are arranged in the document structure.
Where can I order a marketing kit?
From a freelancer
Minuses:
- You can buy a marketing kit from freelancers, but remember that in this case several specialists work on it. Consequently, it is difficult for them to perceive the marketing kit as a single tool that solves business problems.
- Performers do not have an extensive knowledge base in the field of marketing.
- Project deadlines are often missed, or performers disappear altogether.
- The return on investment in a marketing kit is long-term and highly questionable.
- The solutions offered by freelancers are formulaic. In addition, freelance professionals strive to get the highest possible income, and therefore take on several projects at the same time. Accordingly, a freelancer is limited in time, and therefore there is a risk of poor quality of the project.
- If a marketing kit presents luxury goods and services, it is difficult for the performer to visualize them and create a portrait of the target audience.
- The freelancer does not understand the company’s full sales cycle, and does not know exactly when the customer plans to use the marketing kit.
Plus:
- The price of freelance services is in most cases lower.
The cost is from 20 thousand rubles.
In a studio
Minuses:
- How much will a marketing kit developed in the studio cost you? The price for project development is higher than that of freelancers. And often it is unreasonably high due to the fact that the studio needs to somehow maintain a staff of specialists and pay for its operating expenses.
- Often, projects are handled by account managers who do not delve into the specifics of the customer’s activities, and therefore cannot properly check the final version and assess whether it meets expectations.
Pros:
- Studios deeply analyze the market, products and services.
- Specialists provide several options for developing a marketing kit to choose from.
- You receive detailed recommendations for integrating a marketing kit into the sales chain.
- The professional who manages the project understands that a marketing kit is a means to achieve goals, and not just a set of letters and illustrations. In addition, a competent manager controls how the marketing kit works after development and, if necessary, promptly corrects it.
- The studios have experience in developing projects in the premium segment and produce high-quality printing of marketing kits.
- Studios create individual marketing kits that are significantly different from competitors.
- This marketing kit pays for itself in 1-2 transactions.
The cost of developing a marketing kit in a studio starts from 30 thousand rubles.
Why is it so expensive to develop a custom marketing kit by professionals?
The price for a marketing kit cannot be lower than 30 thousand rubles. But there are still two exceptions to this rule:
- One person works on the instrument.
- When developing a marketing kit, specialists use templates – both structural and design.
So, what do you need to do to get a high-quality marketing kit, taking into account all your wishes, objectives and specifics of the organization, and what will the cost of development be? The price will be calculated when developing a presentation for 12 spreads, with the average salary of each specialist:
- Conducting a company audit.
Here we are not even talking about an audit, but about a whole marketing analysis of your company and target audience. In addition, the market environment and main competitors are analyzed. They often even resort to such radical methods - they order their presentations, pretending to be secret shoppers.
On average, a stage costs from 3,000 rubles. Duration: two days.
- Development of a marketing kit structure.
This is the most difficult and costly stage, despite the fact that many consider it simple. The structure of the marketing kit is developed by almost all specialists in the studios. Interestingly, in certain cases they perform more work than when developing a landing page.
The stage costs from 10 thousand rubles and lasts for three days.
- Creation of effective texts.
It is not enough for the text to be well written. It should interest and captivate the future buyer. After reading, a potential client should understand that he simply cannot do without your product or service.
To get high-quality selling text, it is better to use the services of a professional copywriter. Be prepared to shell out some money and wait.
The price per stage starts from 6,000 rubles. Duration: three days.
- Text audit.
A copywriter who writes various texts day after day, as they say, “blurs his eyes.” This happens all the time. For some this sounds strange, but those who are in the know will understand that this is the honest truth.
In this regard, texts written by a copywriter should be checked by a marketer. At the same time, they should be checked not only for how beautifully and simply the proposals are structured, but also for the use of selling trust triggers.
The stage costs from 1000 rubles and lasts one day.
- Marketing kit design development.
What should a marketing kit look like? The design of the cover and pages can be either laconic and minimalistic, or presentable and expensive. Again, let’s compare a marketing kit with a landing page. Developing a design for a marketing kit is a longer and more complex process than for a landing page.
The stage costs from 8,000 rubles. Duration – five days.
- Design audit.
The text developed by the copywriter and the design must be in harmony. This is why the importance of auditing a finished design should not be underestimated. The audit is carried out by a marketer who leads the entire project and forms its concept.
The stage costs from 1000 rubles. Duration – one day.
- Testing a marketing kit with a focus group.
By testing the finished material with a focus group, you can immediately understand where the gaps were. It is necessary to involve different focus groups for testing. For example, one of them may include the mother of the head of the enterprise. It sounds comical, but it is her opinion that will be decisive, since if she understands the essence of the marketing whale, then everyone else will understand.
The stage costs from 1000 rubles. Duration is one day.
- Finalization of the marketing kit (if necessary).
Rarely does anyone mention making adjustments to the document, but this work is always carried out and takes up an additional 50% of the developers’ time. There are often cases when the most valuable ideas and useful thoughts come (especially to customers) at the time of delivery of the project.
Of course, it’s better to do everything in advance, but your goal is the final result. So if the idea is really worthy, then it needs careful study and refinement.
The price of the stage is determined by the volume and complexity of the adjustments. Duration is from two days.
We won’t talk about the moment of delivery of the marketing kit and will go straight to summing up the results. Development of the project in a studio with qualified specialists will last 18 days (12 turns) and will amount to more than 20 thousand rubles.
Here we do not take into account the costs of attracting a client, the services of a sales manager and assistants, renting and maintaining office space, paying taxes and other components closely related to this process. Of course, all this is provided that you delegate the implementation of all events to the shoulders of professionals, and do not create the project yourself.
We are sure that now you understand why the cost of a quality marketing kit cannot be low. If you skimp on its development, you will end up with a broken and ineffective tool that will bring you nothing but disappointment.
The marketing kit, as a selling tool, is gaining popularity. More and more companies are starting to use it to attract customers and partners.
Not surprising. After all, this “selling book” can tell about the business and influence the decision. And sometimes a marketing kit can completely replace a live seller.
8. Scheme of work (How do we work?)
How is the process of cooperation with the company going? What do you need to do to become a customer and place your first order?
Show the client the path he needs to take. Let this be a step-by-step diagram with a description of each step. Be consistent and keep it logical.
9. Geography of activity
Where do you work? In which country, region, city?
The client wants to know whether you can solve a problem if he (or his business) is located on the other side of the country - thousands of kilometers away from you, for example.
Show the geography of your company's activities. Better yet, visualize it for easy perception. Designers to help you.
10. Operating principles (rules)
Where would we be without them?
Company integrity is a set of unbreakable rules that you adhere to. Without principles, a business would be chaotic and probably wouldn't last long.
By describing the principles of the company, you show the potential client the seriousness of your approach to doing business.
Principles in business command respect.
An example from our practice:
11. Mission
Business, customers, benefits, profit, production, anti-competition and blah blah blah. - For what purpose did you start all this?
It is clear that to make a profit. This is the goal of every business. But not everyone has a mission. And only a few have a correct, valuable, WORTHY mission.
What is your company's mission? What value do you give to the world. What do you change in it from bad to good? Describe it in your marketing kit and customers will love you.
But don't make things up, stay honest. It is important.
12. Famous clients of the company
List the companies you already work with or have worked with. Show their logos.
The best option is to highlight companies that are well-known in your business segment.
This inspires trust.
13. Customer reviews
Well, where would we be without them? Reviews have sold, are selling and will continue to sell. But not all.
Even good reviews can be bad. You yourself know this very well.
As Kaplunov once said, “A good review that can be substituted for any product is a bad review.” This is not a verbatim quote. That's how I remember it. But I think you get the point.
Write reviews that sell. And feel free to use ours to prepare good reviews.
14. Successful cases
Sometimes cases can sell better than reviews. Of course, if you have them.
In your marketing kit, show the results of working for the company in successful cases. Pack them beautifully and arrange them so that they are easy to study. Focus on numbers, tables, graphs, diagrams and the benefits that the client (case participant) received.
15. Partners
Who are you already collaborating with? Who are your business partners? Do your potential clients know them?
Showcase your business partners in your marketing kit and describe the situations in which you work together.
Tell us why you became partners and to solve what problems. How does a potential client benefit from this?
16. Publications about the company in the media
If your company is (or has been) talked about in the media, show it in your marketing kit and provide links to sources so that the client can see that this is really the case.
Now this is an important advantage in any market. After all, if they talk about you in the media, then there are probably good reasons for this.
17. FAQ - questions and answers
There are always questions that the client wants answers to right now. Even before contacting you for services.
More often you come across this section on Internet sites and sales pages. This is a good way to remove objections and close all questions that a potential client may have.
Collect feedback from clients and select the questions that are asked most often before making a decision to cooperate. Answer them in your marketing kit.
18. Certificates, diplomas, awards and diplomas
You can brag a little here.
Show the documents that you prepare yourself about the level of your service and the quality of your products.
To deserve it, you need to work hard. You don't just own these documents. And clients know this.
19. Plans for the future
A business without planning is programmed to self-destruct by default.
So plan and demonstrate your plans in a marketing kit. Your client or partner, who is committed to cooperation, wants to see that you are striving forward. After all, his benefit depends on this.
Especially if the services and products you sell are designed for the long term.
20. Contacts
Let me note something important - give the client the opportunity to contact you in any way convenient for him. For HIM, not for you.
Afterword
Marketing kit is a powerful sales tool. He sells when you're not around. Sells all the time. It can be passed from hand to hand, and it will be sold to everyone who catches its eye.
A good marketing kit will never end up in the trash. It is kept, reread and studied again and again, as a sample (or even an exhibit) of the advertising world.
Based on this, you can create many other advertising materials, including commercial proposals, selling texts for websites, and even texts for advertising videos.
Unfortunately, the power of the marketing whale is now underestimated in many companies. But in vain.
Our clients have already felt all the benefits of this sales tool. Look what we have developed for them. Evaluate them and think - perhaps you should also package your business in gloss in order to increase sales.
Whatever you think, please contact us. We are ready to start work now.
Initially, a marketing kit was conceived as a set of tools that form a single selling mechanism, under one cover. And it was used only to pompously present the company for the benefit of the client.
The effectiveness of such a tool was quickly appreciated and began to be used not only to represent the company, but also to present individual business objects and sales.
A marketing kit performs the function of a salesperson who does not need to pay a salary. He communicates about the product, explains its benefits, and proves its effectiveness.
If everything is done correctly, it helps make a sale.
What does this desired “true” mean?
Set your sights on the target audience and remember the relevance
At the same time, it is important to start from the object for which the marketing kit is being created.
For example, let's say you want to sell a service for clearing snow from roofs. The target audience is business owners.
But your company, in addition to this, also mows lawns, cleans and removes garbage from the territory, brings and plants trees and bushes, and also designs and equips cozy courtyards.
It's December now. Snow is falling on the roofs. They need to be cleaned.
That is, the client already needs your service. He's waiting for you right now. All that remains is to take aim and make him the right offer.
Let's imagine that you sent your client a general marketing kit about the company, which contains more than 10 services. What could happen in this case?
If a client sees your services that are not relevant now (mowing lawns, planting trees), he will not understand why you gave him a marketing kit.
And if you send a marketing kit that you developed specifically for the service “snow removal” from roofs, the client will become interested and, if the terms of cooperation suit him, will place an order.
This is what it means to “adjust your sights to the target audience.” And, of course, make a relevant offer.
This is just one example of using a marketing kit for a separate business entity.
Depending on the object of the presentation, the number of types of marketing kit can amount to dozens of positions. In this article we will look at 7 of them, which are most often encountered.
Marketing kit for the company
This kit includes all the company's tools:
- Information about the company
- Advantages and benefits of working with the company
- Presentation of products and services
- Special promotions
- Scheme of work (How do we work?)
- Geography of activity
- Operating principles (rules)
- Company's mission
- Famous clients of the company
- Customer Reviews
- Successful cases in numbers
- Company partners
- Publications about the company in the media
- FAQ - questions and answers
- Future plans
- Contacts
This tool works great when you want to introduce your company to a client and differentiate yourself from your competitors.
You can take it to a business meeting and leave it as additional information for the client to review after you leave.
This will help him make a decision in your favor.
Marketing kit for a service (or service package)
If you want to attract the client’s attention to a certain service, make a marketing kit separately for it.
The ideal option is when you have several marketing kits for each service or service package.
In this case, you will be able to meet the specific need of each client. And do it as accurately as possible.
What sections can be included in this marketing kit:
- Service presentation
- Benefits of using the service for the client
- The benefits of the service in numbers
- Customer Reviews
- Cases
- Special promotion
- How we are working?
- Questions and answers
- Contacts
This version contains less information than the “About the Company” marketing kit. Therefore, the likelihood that the client will study it completely increases dramatically.
Marketing kit for a product (or product line)
Each product is unique in its own way and each needs its own “business card” that will act as a salesperson when you are not around.
What information does this include:
- Company information (briefly)
- Presentation of the product with benefits and advantages for the client
- Special promotion (if any)
- How to receive a product (clear ordering scheme)
- information about delivery
- Product reviews
- FAQ - questions and answers
- Contacts
Even if the client does not need your product now (uses another, or is still choosing), he will buy later when the need arises.
A good marketing kit is memorable. As soon as the need arises, the client will look at the conditions again and probably place an order.
The task will be completed, and you will receive a pleasant bonus in the form of a sale, because you made sure in advance that your marketing kit was nearby at the right time.
And the client now does not need to look for other sources for solving the problem. He already has you.
Marketing kit for an event
An event is a separate commercial facility that requires its own promotional materials.
Especially if you hold one specific event every year.
And after the event is over, the marketing kit will constantly remind the participant that in a year (or a certain time) there will be another cool event that is worth attending.
What information will be in such a marketing kit:
- Description of the event
- Advantages and benefits of attending the event
- Information about the organizers
- Detailed event program
- How to register for an event (instructions)
- Special promotion
- List of speakers
- Famous participants who regularly attend the event
- Feedback from participants of past events
- Information partners of the event
- Publications about the event in the media
- FAQ - questions and answers
- Venue of the event and map “How to get there”
- Contacts for communication
As you understand, this is not just a brochure, but a whole guide for the participant, which he can take with him to the event and use it to clarify the program and other nuances.
Marketing kit for a person
Selling yourself is a separate art. More often, people choose to represent people. But this is a different tool. It contains less information. His goal is not to sell, but to introduce himself.
And for sales it is better to use a marketing kit. With benefits and advantages for the recipient.
What kind of structure could there be here?
- Information about the person (who does what, what is useful)
- Achievements (preferably in numbers)
- Benefits of working with a person
- Greeting
- Presentation of services provided by a person
- How to contact a person
- Operating principles (rules)
- Famous clients
- Customer Reviews
- Partners
- Publications about a person in the media
- Certificates, diplomas, awards and diplomas
Depending on the type of activity of the person, you can add several more blocks.
For example, for a business coach this could be training programs with benefits for each individual target audience.
In a fitness trainer’s marketing kit, you can show “before and after” photos of clients.
An excellent option for event hosts is photos of large, spectacular parties with emotions.
Each person is individual, so such marketing whales are rarely similar to each other.
Marketing kit for a franchise
A franchise is not even a product or service, but an entire business, the price of which is always high. Therefore, here you need to use powerful techniques.
A marketing kit is great for selling a franchise.
What is included in the marketing kit that can be used to sell a franchise?
- Information about the company
- Company in numbers (achievements, growth, number of employees, etc.)
- Franchise introduction
- Advantages and benefits of doing business under this franchise
- Welcome speech from a company representative
- Presentation of products or services included in the franchise
- Geography of franchise activity
- Principles of operation of a franchise (conditions, rules)
- Mission of the company that represents the franchise
- Famous clients who have already bought and launched a franchise
Marketing kit is a set of materials in printed or electronic form that is necessary to easily pass the pre-sale stage of goods or services. There are some subtleties in the development of this document, which we will talk about today.
Before we touch closely on the development of a marketing whale, let’s remember a simple rule:
We write as much as possible about the client and as little as possible about ourselves!
Got it? Well, then go ahead!
Three technical features of developing a cool marketing whale
- Marketing whale should only be on rings! Depending on the type of client, you can always “put together” a unique offer right before leaving for a meeting, rather than giving everyone a standard option
- Marketing kit is constantly updated. If you made it and forgot, then in six months the kit will become outdated, you will have new facts, new cases. Therefore, you must have all the marketing whale sources in the form of page templates.
- Marketing whale should be colorful. It’s banal, of course, but many people disagree with this. I have seen such examples many times.
Now is the time to move on to the selling elements of whale marketing.
13 essential elements of marketing a whale company
- What customer problem are you solving? You must immediately say this on the first pages of your marketing kit. If the client does not see his pain (need), then he will not read further. Just no cliched phrases, no grandiloquence, no “scaremongers”!
- List of services (products). Be sure to show what the company does. Prepare as many pages as possible (then you can add or remove them as needed).
- Your benefits. Just don’t write “our advantages” and other heresy. Let's remember a simple rule (see above). Here we indicate the most powerful semantic bullets that we received during a brainstorming session when writing out meanings.
- History, mission. No need to rant here. Just as honest and open as possible. It would be great if you could show off your social work here.
- Cases (portfolio). A very important section. It is necessary to show your work in different aspects: what was then, what happened, pain, problem, solution. It is important to understand a simple thing: each case must end with a measurable result! To further enhance the work of the case, ask the client for permission to leave his contact information so that they can contact him and clarify the information of interest on the case.
- Team. But not just “Ivan Ivanov” - director. And how exactly is this person useful to the client, what is his role in the work. You can attach diplomas and certificates nearby.
- Work process. Just don’t use stupid schemes: “call-pay-pick up”. Let the client inside your production, show photos, some sketches, drafts, etc.
- Recommendations and reviews. Reviews are a separate topic. The review structure is well written. I have nothing more to add.
- Certificates, diplomas, awards. If a company has received awards, then their place is here. You can display employee awards large, but it won’t hurt.
- Your public activities. Have you spoken at conferences? Have you been published in the media? Be sure to list all of this. Expertise works very well!
- Who do you want to work with? Describe your ideal client in different ways. It is important that the reader sees himself in the description.
- Who will you not work with? Here you can get a little harsh and cite a few real cases from practice when you were faced with inadequate clients or requirements (naturally, without disclosing names).
- Next step. Many people forget about this. Now the client has scrolled to the end and what should he do next? Describe his actions specifically and step by step! Many are afraid because they are sure that this is a manipulative technique. Believe me, this will not look like manipulation, but will be a great help to your client!
It is important to understand that content preparation is 80% of the work on the marketing kit. Don’t try to make it in 1-2 days - nothing good will work!
China marketing design
It is very important to properly prepare the visual layer. It should be filled with real facts about your company (photos, infographics, etc.). Do not download whale marketing templates under any circumstances, nothing good will come of it!
How much does a marketing kit cost?
The question is purely individual. You yourself can make a marketing kit for free, and even get an effect from it. I recommend doing the very first option yourself in order to understand the entire technology of the process.. Otherwise, you can easily be scammed out of money. You can order a marketing kit from a huge number of companies, for different prices.