Why You Need A Starter Kit
One of the most under-utilized marketing tactics used today is the starter kit. Starter kits can serve as portfolios that attract, educate, and retain customers by enhancing their purchase experience. Well-made starter kits have the power to stop people in their tracks and draw people in to what you do.
What to Put Into A Starter Kit
When building a starter kit, first think about what you want the kit to accomplish. What experience are you looking to create? Are you trying to sell the customer? Are you trying to thank the customer for their purchase? Are you looking to inform the customer of new features or technology you’ve acquired? Do you want the customer to feel good about their decision to work with your company? Whatever your purpose, write it down and focus your material list on accomplishing that goal.
The next step is to build the foundation. Make sure that you have each of the pieces of your kit planned out. Pay attention to the messaging. Does it persuade, invite, inform, or entertain like it should? Make sure each piece, whether it be a brochure, newsletter, business card, pocket folder, testimonial, case study, etc communicates effectively. You might even pilot test your materials on a few customers to gauge their reactions. If you are having trouble writing persuasive or compelling copy, click here to understand a few basic formulas you can use to improve your writing.
Example | Fix Auto
One company we’ve had the privilege to work for is Fix Auto, a global auto-body repair business. The company, which places great value on initial impressions and creating lasting impressions, wanted to give a warm welcome to new Franchise Partners by sending them something special. Take a look at the kit they came up with:
Each new Franchise Partner is welcomed by a letter signed by Fix Auto USA’s President and COO, Paul Gange. The introductory letter welcomes the new Franchise Partner to the Fix Auto Family, sets expectations, and describes the purpose of the kit they are receiving. In this way, new partners are able to get oriented quickly.
Some other materials Fix Auto provides are pens, mouse pads and other print and promotional items to help them transition to the Fix Auto Brand. These practical materials help pour pride and culture into the new Franchise Location and serve as meaningful (and useful) gifts for Franchise Operators to use and distribute to their staff.
Another way to build culture and pride within an organization is to promote the brand with t-shirts and apparel for office and production staff. Ensuring everyone feels a sense of team is critical to Fix Auto’s culture.
Hopefully these examples get ideas flowing for your next starter kit; though, if you need more ideas, contact us below.
