Media Kit boxes -'how to' guide

​If you’re new to the concept, a media kit box (also known as a press kit box) is a gift box with your businesses' product(s) and product information, which is sent to an individual in a company, a social media influencer or a reporter, as an advertising vehicle to showcase your new (or existing) product in a way that can create excitement for the receiver, and of course get you product physically into people’s hands who will then help promote it for you, to your target market.

If that sounds confusing, here's another way to explain it: lets say you are a business owner who makes and sells lipsticks. You are bringing out a new line of lipsticks and you want to get them into the hands of your favourite influencers on Instagram who have thousands of genuine engaged followers who are your target market, AND you want specific shops to stock them, because you have identified that your target market frequent these shops (either physically and online). You also want a free write up in the magazine / newspaper or online blog that your target market reads. In other words you want to get your new lipsticks noticed by your target market, with the end goal of gaining sales. 

You know that sending a friendly but professional email won’t cut it. You know that once people get their hands on your beautiful lipsticks they will rave about them, stock them or write glowingly about them. This is where media kit gift boxes come in. You CAN get your products into the hands of the people you have targeted.

But, remember everyone has the same idea. So you need to stand out. This is where you need to get creative. You need to think about:

1. how you can catch the eye of this buyer, reporter or influencer in the first place to actually OPEN your media kit
2. think about the unboxing experience - how can you make it memorable and exciting 
3. and of course you'll need to think about how the product and information is displayed in the box

Here are the steps you need to take when creating your amazing media kit box:

1. Decide on the purpose of the media kit. What exactly do you want the media kit to communicate?
2. Design of the box / box shape. This is where you can let your imagination run wild. Try to think of a box shape that will really stand out. Using the example above, you could have a box in the shape of a lipstick. OR if you’re a chocolatier, and want to promote your chili flavoured chocolate, you could present your chocolates in a chili shaped box. Many packaging manufacturers have design limits, so make sure you check with them before you go too far down the design tunnel to avoid disappointment with your amazing idea*
3. Ensure your product is presented beautifully in the box once the box is opened. This can be achieved in numerous ways. You can get custom made inserts to hold the product in place in the box. You an custom print the insert or if it’s a luxury product, you can have a silk or velvet overlay insert with your product nestled in the middle.
4. Graphic design / artwork on the box, including the messaging. These days people often create a hashtag around the promotion. That means if they post a picture of your box or product on social media they (may) use the promotion hashtag. This is great for keeping track of how your promotion’s going (in particular for Influencers).
5. Your Business Story and fact section if need be. This can be written on the box itself or on a separate card placed in the box. If it’s a new product that people have never used before you’ll likely need to provide a product instruction or fact sheet. If it’s your gorgeous new lipstick, then a bit of information on a postcard about how these lipsticks are superior or different, including your brand or personal story to give a personal angle to your product.
6. Provide your company’s media assets (when sending to the reporter in particular). Including photos of the product and professional, on-brand photos of you, a press release about the product you’re sending them, even links to past press releases and of course all your contact information: email, phone, socials, website. Preferably neatly in a USB, Just make sure its really easy for the receiver to quickly learn about the product and brand, and access all the photos and marketing materials they can use easily. The last thing you want is a reporter who LOVES your product but needs the story and images for a 2 hour deadline but cant get hold of you to get these on time. By the next print deadline they might have forgotten about you

Media kit boxes are a great way to promote your product and get your product in the hands of targeted people. Make sure your media kit box passes the wow test. Meaning when people see your media kit they say ‘wow’ because its so unique, interesting and beautiful.
 
*Custom Printed Bags & Boxes can work to almost any design – and can often provide the dieline template for your Graphic Designer to work off. If the design is too technical, we work with a preferred (and magnificent) Packaging Designer who can make the magic happen more often than not. We love working with brands of all sizes and industries to find the best marketing packaging solution to wow their customers.

Contact us to discuss your influencer or media kit box needs