19 Jan What Makes A Good Media Pack?
We see range of media packs for a variety of different events and publications. They all have the same common goal – to convince their customers that their solution is the right one for them.
But what really works? Why do some media packs work and others don’t? In fact, how do some media packs end up being detrimental to the sales process? In this post we will look at a few key areas which you can examine to tighten up your sales collateral.
The Right Sales Methodology
There’s really no hard and fast rules to creating media packs, but its main focus should be to proactively draw the prospective customer closer to having a meaningful conversation with your sales team. By driving this conversation, the customer will be far more responsive when speaking to a sales person.
Let’s look at it from the customers’ point of view – CEB research show that "buyers are, on average, 57% of the way through the buying process before coming into contact with the sales team." Most deals are lost before your potential clients even reach your sales team, so a media pack must really connect with the buyer on many different levels before this conversation can take place. It must also have the ability to convince other stakeholders in the decion-making group see WHAT'S CHANGED IN B2B MEDIA & EVENT SALES?
Overlooking the importance of usability
If buyers are on average 57% of the way through the buying process before coming into contact with the sales team, then to get the buyer 57% through the process you must firstly remove as many potential barriers which might prevent them from connecting with your brand messaging in the first place.
There is a lot of buzz around UX (User Experience) and UI (User Interface) in marketing, understand it or not, the principles are simple – what ever mechanism you chose to connect with your customers, it must be simple, straight forward and easy to use. Buyers are more risk averse than ever before and so the slightest obstacle usually results in them abandoning your brochure or media pack and looking else where for an answer to their quesiton.
Common barriers to customer engagement:
The most common barrier we see is the media pack designed for print and then hastily turned into PDF format for the sales team to send out via email. You might not think this is too much of a problem however, there is a huge difference in usability for the customer when they have to zoom in and out to read your content. If they have to wait till they get back to their laptop because it’s impossible to read on their mobile phone, or they have to scroll from left to right to read your copy, they’ll abandon the document altogether for something easier to read.
Another common barrier is simply information overload! Most marketing and sales teams are very passionate about their product or service and so the temptation is to talk it up as must as possible. There’s nothing wrong with providing detailed information for your potential customers to read, but the trick to getting it right is to ensure that the formatting of your documents makes it as easy as possible for the user to read and digest.
Aiming to keep your media pack or prospectus to a ‘one-pager’ or no more than four pages seems to make sense, however spacing out your information in an 8 page document can drive much better results – the user can read the information now you’ve increased your font size. Each page tells a different part of the story, and the user understands the narrative. If they find it really easy to read then they might read on to the end of the document and even engage with your call to action!
Where does content fit in?
It’s really important that your sales and marketing collateral tells the same story. Most, if not all customers want to do business with an organisation who are trustworthy, professional and straight forward. If an person told you a story three times and in three different ways, you’d probably be right to doubt their account, but if the story was told the same way each time, it becomes credible – your customer’s perception of your business is no different.
A great way to create this narrative is to align your sales and marketing teams. The sales team are in contact with your customers every day, they discuss their objectives, challenges and pain points on a day to day basis, so feeding these insights back into your marketing and sales narrative can be very powerful. Marketing can be the gate keepers around brand purpose, value proposition and tone-of-voice.
CEB research discovered that 79% of buyers who end up purchasing, had a strong brand connection at the consideration stage. This brand connection can only be achieved through consistent messaging and consistent delivery.