One of the most influential factors in the success of Monetization packages is the Media Kit. A Media Kit's purpose is to inform and persuade your partners of the value in advertising directly to your organization's audience. Think of it as a brochure for your Monetization options. A media kit can come in any number of formats—printout, PDF file, webpage—but the essential elements of a successful Media Kit will remain the same.
1. Sell them on your audience
When sending your partners a Media Kit, you're offering them a rare opportunity to put their message in front of one of the most well-matched audiences they'll ever be able to reach: yours. Consider the reason your sponsors, exhibitors, and advertisers have a relationship with your organization. It's primarily for access to your industry-specific audience. So make sure your Media Kit offers the kind of information your partners will need in order to see the value in reaching your audience and make a quick decision.
Stats about the relevant demographic of your members and attendees are a good place to start. Partners will especially be looking for decision makers and buying power, so be sure include information about your audience's seniority, revenue, and expenditures.
2. Sell them on retargeting
Not every partner will be aware of (or convinced of) the power of retargeting. Your Media Kit is a great place to pitch a succinct version of what retargeting is and how successful it can be when combined with the right audience.
At Feathr, we've found that a visual aid is crucial for describing how retargeting works (we do this in our own sales demos and you may have seen one). You can spare your partners the technical details as long as they understand the concept. What they'll really want to know is how retargeting gets results. Here's some data about retargeting you can feel free to include in your Media Kit:
- Click-through rates are 10x those of standard display ads.
- Has been demonstrated to increase business name searches by over 1000%.
- 60% of viewers notice and consider purchasing products from retargeting ads.
- Retargeted prospects are 43% more likely to convert than those served standard display ads.
3. Give them a choice
...But not too many. Our most successful customers follow a tiered pricing model when pitching Monetization packages to their partners. The details will vary depending on the size of your audience, the length of campaign, and more, but the sweet spot seems to be offering three different impression sets to choose from, with the most expensive option offering exponential value over the other two. An example might be:
- Silver package: 10,000 impressions @ $2500
- Gold package: 20,000 impressions @ $5000
- Diamond package: 50,000 impressions @ $7000
As you can see, the diamond package is the clear value winner here. Make sure your Media Kit emphasizes this. Don't overcomplicate the choices or your partners will zone out. Focus on the deliverable (impressions) and the value of your audience. Your goal is to provide enough information to allow your partner to make a decision on the spot.
4. Make it pop
Lastly, make sure your Media Kit is eye-catching and attractive. Whether it's a paper brochure, a web page, or something else, it is an important graphic asset with the potential to earn you a lot of money. Don't skimp on the fireworks.
The Media Kits we've seen earn the most sales use action-packed language, brilliant colors, and infographic-style illustrations.