If you were interviewing for a new job, you would dress appropriately – in effect, “package” yourself – in order to make a favorable first impression on your potential new boss. Marketing collateral is often your company’s first tangible contact with prospective customers. Shouldn’t it be attractively packaged, too?
Spoiler alert: the answer is “yes.” And the best way to do that is through custom kitting.
Kitting is a marketing fulfillment term for compiling multiple items into one cohesive package, instead of shipping them separately or simply stuffing them all into a plain brown envelope. Kits have myriad uses, including trade shows, recruiting fairs, benefits enrollment, fundraising, product launches, promotional campaigns, training programs, welcoming new members and accounts, investment offers, mail order and telemarketing support, and press and media backgrounders.
What can you put in a kit?
- Brochures, flyers and other marketing collateral and sales literature
- Instructional documents
- Branded giveaways and product samples
- Employee benefits booklets and enrollment forms
- Policy, procedure, and product specification manuals
- Recruiting materials and employment applications
- Display and point-of-purchase materials
- Any other items and materials that need to be sent together
Custom kitting not only improves the presentation of your materials, they also provide structure when the amount of information might otherwise be confusing or overwhelming. By ordering items in a logical sequence, you can create a narrative flow that guides the recipient toward the desired action.
Designing and Building Your Kit
The most effective kits grab recipients’ attention from the start and tell a story that reinforces what your brand stands for. So be creative. Use colors that pop for visual appeal and teaser messaging that stimulates curiosity.
If your budget permits, choose outer packaging that’s unusual in size, shape or material, so that it stands out when it arrives at your recipients’ desks or mailboxes. Once the outer package is opened, the kit inside should also appeal to their visual and tactile senses and invite them along on your storytelling journey.
A few more tips that will help you get the most from custom kitting:
Tailor the content. Don’t be tempted to put every piece of marketing collateral in your inventory into the kit. Select only those materials with direct relevance to your audience and the product or service you’re promoting.
Decide whether to preassemble your kits or assemble them on demand. Bulk assembly saves time and money if you use a large number of a particular kit – for example, for trade shows or recruiting fairs. If you’re targeting content or personalizing materials for smaller audiences, go with on-demand kitting.
Use an online marketing portal. Online order fulfillment makes building and ordering kits easy. First, select your kit’s contents from your digital library. Then select your packaging and/or binding method and the order in which you want materials inserted. Use digital printing to add logos, signatures, contact information and more. Finally, enter the quantity you need, upload your mailing list, and your fulfillment partner does the rest.
The bottom line? When you have multiple pieces to send, custom kitting will make your materials stand out from the crowd, get opened immediately and make a great first impression every time.