How To Create One and Why You Need It
The Marketing Kit is the foundation of your marketing strategy. Build it strong.
Your company’s Marketing Kit is the foundation of your marketing strategy. Period. That’s how important it is. Every word put into the Marketing Kit will be used again and again as you start to implement tactics that put your message “out there.” Yes, it takes time to assemble the materials and put it together. But your initial expenditure in time will yield pay-offs over the lifetime of your marketing plan.
Your Marketing Kit sets out who you are, what you do, how you are different from your competition, and why someone should do business with you. A marketing Kit helps you make the sale — and isn’t that what marketing is all about?
The Bare Essentials
Here’s the bones of what you need for your Marketing Kit:
- Case Statement – why someone needs your business to begin with. Briefly explain how you can ease the stress of beginning a kitchen or bath remodel.
- Difference Summary – why you’re different and better than the competition. You don’t want to brag, but you don’t want to hide your talents either.
- Your Marketing Story – how your business got started and how it’s grown. This one is easy; you need only describe how you got to where you are now.
- List of Products and Services – what you can offer to a prospect.
- Description of Your Process – how long a remodel takes from first meeting through the installation and completion, how much it’s going to cost and how you will be involved.
- Case Studies – how you’ve helped customers in the past.
- Testimonials – who can be your best salesperson? Former customers.
- FAQs (Frequently Asked Questions) – what questions do you get asked over and over. You know what they are since you probably hear them several times a day.
- SAQs (Should Ask Questions) – how can you assist your customers in making an informed buying decision? Here’s where you can educate them about the ins and outs of a remodel project.
These are the major components of your Marketing Kit. You probably have questions, so let’s drill down into what goes into those categories.
Start off with the Case Statement. The first thing you want a prospect to read is why they need your business. Include in this section:
- A few “pain points” the typical customer would have., i.e., how difficult it is to get started on a remodel project, how confusing it is to choose the right remodeler, how overwhelming the selections are, etc.
- Then list the things you do to relieve those pain points. You’ll be with them every step of the way through the remodel, you’ll guide them through the selections with your expertise, etc.
In this section you’ll detail why someone should choose your business rather than go with the Big Box store. Mention the main differences you use to distinguish yourself and how those differences will benefit your customer. Include your awards and/or certifications in this section.
Your Marketing Story
Write about how your business got started, why you’re passionate about what you do, how you’ve grown over the years, etc. Include some pictures to illustrate your story. For example, use a picture of your original office or of yourself when you were starting out. You can include employee info in this section. Include pictures and a brief bio. Make this fun by including personal details, like pets or hobbies. Or keep it strictly formal and professional.
List of Your Products and Services
This list can be more than one page if necessary. You probably have several lines of cabinetry; mention each with a brief description and photo. Do you do cabinet installation? Mention it here. Do you have an alliance with other businesses (your Referral Partners), such as a tile or lighting showroom or stone yard? Make sure to include them. A brief description of their business and photo(s) of their products, paired with their logo, goes here.
How You Sell
Describe what your business’s sales process is like, what happens after the sale, how you communicate with clients during the remodel, etc. In other words, paint a word picture of what it will be like to work with your business.
Here’s a brief outline of how one kitchen designer explains his sales process. Obviously, you will change this to apply to your business. Notice that fees are mentioned – where they are collected in the process and why they are required.
- Step One. Showroom Consultation. Complimentary.
- Step Two. Preliminary Design. Minimal Design Fee charged that will be applied toward project. Non-refundable.
- Step Three. Refining the Design. Selection of cabinetry, finishes and materials. Design Agreement Fee collected here will be applied toward the purchase of materials.
- Step Four. Presentation. Detailed plans, elevations, and pricing. A Design Retainer Fee of XX% of cost of project is due.
- Step Five. Installation. Information about the project and how work will be done in your home.
- Step Six: Follow-up after completion.
The FAQs (Frequently Asked Questions) section should be simple. You can easily pull 10 of the questions you get asked repeatedly out of your head without thinking hard.
One question should most definitely be “how much is a kitchen (or bath) remodel going to cost me?” You need to have an easy answer for this.
The SAQs (Should Ask Questions) section will distinguish you from your competition! The saying goes: You don’t know what you don’t know. The SAQs section is where you educate prospects so they can make an informed buying decision. You can show off your expertise and your willingness to work with your customers.
- Example: What’s the difference between stock, semi-custom and custom cabinetry?
- Example: What is the benefit of working with a CKD?
- Example: How will the re-sale value of your home increase with a new kitchen and/or bath and/or walk-in closet?
Case Studies: The Before and After Story
For a kitchen designer or home remodeler, this is easy. Every project you complete tells a “Before” and “After” story. Here’s where you can show off: what’s more impressive than showing the dramatic difference your work made to a home?
The main points to include are:
- Background of the customer
- What the problem was with a “Before” photo (or two)
- How you solved customer’s problem
- Results achieved after the solution was implemented. Include knock-out photos of the “After”
- Testimonial from the customer
Limit this to one per page and no more than five Case Studies total. This section can get updated regularly as you complete more projects.
In this final section, you can Include at least five testimonials from former customers about the great work you did for them. If you don’t have any testimonials, call up your best customers and ask for them.
Random testimonials are good, too, but they carry more weight if you show the job, accompanied with the rave review. (You will get lots of additional mileage from your customers’ testimonials. But that’s a topic for another day.)
For the cover of your Marketing Kit, use your company logo and a bold and beautiful photo that shows what you do. Be sure all your contact information is prominently displayed.
For the other pages in your Kit, use a letterhead-style design that includes your logo and contact information. Every page should be the same.
That’s it — everything you need to create a fabulous Marketing Kit that will work hard for you in years to come.
The amount of information may seem daunting, but this is your business we’re talking about here. You should be able to fill in this information in a couple hours simply by thinking about how you conduct your business, jobs you’ve completed and coming up with photographs.
The contents of your Marketing Kit can and will be re-purposed in many ways: blog posts, hand-outs in your showroom, copy for your website, etc. Your initial time investment in the Marketing Kit now will pay you dividends in the long run, guaranteed.
Kitchen Design Partner offers a Local Foundation Package that includes assistance in creating your Marketing Kit. Contact us online at www.kitchendesignerpartner.com or call 888-766-8470 to learn more.