Personalised Marketing – The thought process behind curating a Media Kit that packs a punch
Design, Digital, Influencers, Integration, Marketing, Social, Trends

As a consumer, imagine receiving something that is unique and tailored specially for you. And how would that make you feel? You would probably feel appreciated and valued because an effort was being made to add a personal touch to whatever that you are receiving.

Now, switch to a brand’s perspective. How do you want to make your consumers feel valued?

There are many ways to do personalised marketing, but this article will dive deeper into creating and curating a Media Kit to leave a good impression on your receiver.

What is a media kit?

A media kit is a public relations material specially put together by brands for the purpose of raising awareness of a new product launch, presenting insights and valuable information about their product or service. Media Kits will then be given to the media or influencers for them to spread the word on behalf of the brand to various prospective customers via channels such as social media.

Apart from raising awareness, a media kit acts as an engagement tool to allow for conversations revolving around the brand and its product or service.

Media Kit can come in many different forms, from a PDF document on your brand’s website to a physical package. There are also many ways to utilise a media kit – for media usage, for Point-Of-Sales Marketing (POSM) and for influencers.

Firstly, for media usage, you will usually see a media kit at product launch events whereby it is a package that is informative and interesting for journalists to want to learn more about the new product and write about it.

Secondly, an alternative use of a media kit can be for POSM whereby prospective customers can enjoy an interactive and immersive brand experience at the brick and mortar stores while learning more about the new product.

Thirdly, which will be the bulk of this article, would be to create media kits for influencers. With the rising popularity of influencer marketing, especially with micro-influencers, due to the increased trust and credibility among their smaller group of followers, there is no better time than now to reach out to these micro-influencers with your brand’s special media kit.

Why should brands create a media kit?

You may ask, what’s so amazing about a media kit and why should brands spend money and effort to curate a media kit for the media and specifically for influencers?

An effective media kit encapsulates the authentic brand experience and therefore creates a topic of discussion whereby influencers will have something interesting to share with their followers. This not only raises awareness for your brand or your new product but is also a great way to display your brand personality and to engage with your potential customers.

Examples of media kits created by Mashwire?

Personalised Marketing Media Kit Example 1
Example 1: A media kit for Nestle Yes! Nut Bars launch in Singapore.

The unique selling point for this product is that the nut bars are made of whole nuts with no added sugar and are high in protein and fibre. To portray the brand image of Yes! being consumer-centric and nature-oriented and to shout out on the packaging being made from recyclable materials, we used an eco-bag and a rattan box to align with these. To complete this media kit and give it a personal touch, we created a product card in the first-person perspective.

Personalised Marketing Media Kit Example 2
Personalised Marketing Media Kit Example 2
Example 2: A mixology kit created for our client, Strongbow.

Strongbow is an apple cider brand and it is known for its ciders being fermented naturally using the finest apples and having a smooth texture. However, Strongbow faced the challenge of being a ‘soft drink’ and a drink for beginner drinkers with its low alcohol content. Furthermore, there is an increasing trend for bespoke cocktails which makes the demand for ciders even lower.

Mashwire decided to ride on this trend to show consumers how easy it is to create your own cocktail with Strongbow ciders.

Therefore, Mashwire curated a Strongbow Mixology Kit consisting of equipment for influencers to make their own cocktails. Influencers then shared this fun experience with their followers and showed them how easy it is to make their own cocktails with Strongbow and other common ingredients.

This helped change the perception of ciders from being a ‘soft drink’ for beginner drinkers to a great complement to cocktails. This mixology kit is experiential which made it fun for consumers and also has a story to tell – With Strongbow ciders, you can easily make cocktails at home! This media kit portrayed the possibilities and versatility of Strongbow’s ciders.

Want to create a one-of-a-kind media kit to impress the receiver? But not too sure how to start?

Let us bring you through our thought process behind curating a media kit that packs a punch.

Here’s an overview of our thought process:

  • What is the objective of this media kit?
  • Who is the receiver?
  • What are the brand’s personality and tone?
  • How would the receiver feel and react to the media kit?
  • What are the current trends for media kits and how to stand out while riding on the trend?

#1 What is the objective of this media kit?

Set an objective for the media kit. Decide what is the main message the brand would want to convey to the recipient and ultimately, their target consumers. Decide what is the call-to-action the brand wants its target consumers to take.

#2 Who is the receiver?

Define the demographics of the receiver and your target consumer (e.g. Age, Gender, Income, etc). Learn about their psychographics (e.g. Values, Interests, Lifestyle) to know their needs and wants so as to align the media kit to cater to that.

#3 What is the brand’s personality and tone?

Define the brand’s personality and ensure consistency for the copywriting in the product card. Set the tone of speech for the brand (e.g. Casual, Fun, Serious, etc). Then, align the brand’s personality and tone across every aspect of your media kit.

#4 How would the receiver feel and react to the media kit?

Create a compelling story that will make the recipient want to share and talk about (consider including a call-to-action for the viewers of the recipient).

  • Showing valuable statistics in an infographic format
  • Interesting facts about the brand/product/service

Think in the perspective of the receiver and what would make the receiver feel valued and appreciated. When the receiver receives a media kit, he or she would be excited to interact with it and would be tempted to share the content with their followers.

#5 What are the current trends for media kits and how to stand out while riding on the trend?

Do research on the current trends for media kits and adapt from there by injecting your own creative ideas. If you need some creative inspiration, Pinterest is a good platform to explore.

Other than being creative, it is important to keep in mind the functionality of the kit and the aesthetics of it (whether the contents of the kit can be repurposed and if they look visually appealing). This is important because a media kit represents your brand image and will instantly form a perception in the receiver’s mind.

At Mashwire, we strongly believe in creating Media Kits that are sustainable. The materials that we choose for each media kit that we create have been specially tailored to ensure that the receiver will be able to reuse its contents and not just chuck it aside after posting that unboxing video on Instagram.

Ways to use media kits to engage with your target consumers?

  • Create a unique media kit that creates buzz and make people want to try your product
  • Create an interactive media kit for influencers to share and engage with their followers (leverage on UGC on social media platforms to create virality)
  • Include a QR/ link in your media kit for the receiver to share the video and get more people to watch it so it creates a wider reach

We hope that upon reading till this point, you have a clearer idea of how to go about curating a media kit that leaves a positive brand impression on the receiver and stimulates positive discussions.

There are many ways to do Personalised Marketing to better resonate with your target audience. It is not as complicated as you might think it is, you just need to put more thought into it, think in the perspective of the receiver and most importantly, stay updated with current trends!

We would love to hear from you, feel free to share your thoughts on Personalised Marketing with us! Contact us here.

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