Michael has a confession to make: Ninety-five percent of the printed media kits he receives go right on top of the pile, collecting dust. So where does a media planner go for information? Aside from going directly to the media reps, they like to go to the site's online media kit. Here's a detailed blueprint for making your media kit a tool for planners to quickly gather the information they need, and they'll thank you for it in media dollars.
I have a confession to make. Ninety-five percent of the printed media kits I receive go right on top of the pile. They collect dust. They go out of date. They contain lots of statistics and press releases that I couldn't read in a million years. So where, you ask, does a media planner like me go for information?
Well, aside from going directly to the media reps, I go to the site's online media kit. Online media kits are helpful for a number of reasons:
Recently, I performed an experiment for one of our clients who is developing an online media kit: I visited several random media kits, and I wrote down what I liked about them and what I thought could be improved. The final result was this list of "golden rules" for creating an online media kit:
In conclusion, remember that media planners are a busy bunch. The goal of a media kit should be to save them time. Probably the worst thing you can do with an online media kit is to offer no information about advertising opportunities, and instead, to provide a lengthy form to fill out and then wait several days for a response.
Media planners simply don't have time to wait; the information should be right there at their fingertips. Make your media kit a TOOL for planners to quickly gather the information they need, and they'll thank you for it in media dollars.
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Michael Aaron is Online Marketing Manager of M2K in Austin, TX. The agency specializes in online advertising, Web site development, e-commerce solutions, and direct marketing, both online and offline. Michael's primary duties at M2K include buying media, assembling media plans, and managing M2K's ROI reporting and campaign optimization services. He also helps manage M2K's own email newsletter, "The Click."
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12:00pm ET/9:00am PT