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Newspaper reporters and potential clients often request marketing or media kits to learn more about a company and its products or services. These kits typically include a letter to the recipient, brochures, testimonials or reviews, and a business card.

For a service industry, showing off the invisible in colorful brochures is a challenge; and for any industry, the marketing and/or media kit options are many. So how do you determine what to include to ensure that the kit is effective and gets a return on your investment? Should different kits address different audiences (media versus prospects)? What is your experience with kits on what works and what doesn't in terms of content and target audience?

Luckily, you don't need a media kit to share your question with 200,000 "MarketingProfs Today" readers, who are willing to lend a hand. Pose a marketing challenge and receive a complimentary copy of our book, A Marketer's Guide to e-Newsletter Publishing.

This Week's Dilemma

Distinguishing an effective marketing kit from a caboodle

We are a small service-based business and most of us do multiple roles. Based on requests from customers and seeing what others do, I suggested we look into developing a marketing/media kit. I have done research, but it isn't clear what makes an effective kit and whether they should go to anyone else besides prospects. What are readers' experiences with kits?

—Kristen, Owner

Previous Dilemma

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.