In my last post, I rambled on about the various press kits I've seen and what makes them effective - or not. Here are two examples that I've recently received. There are certain elements that most kits contain, so I've looked at each package with those in mind.
Company: INK & PAPER
Contents:
- letter from designers
- product catalog or line sheet - I use catalog to refer to anything which visually represents all available designs
- order form
- business card
- samples.
This package works. The branding is consistent throughout and the letter is well-written - it tells their story and the company's reason for being. Again, this is what journalists want to see.
The card samples are key. While I appreciate that it can be expensive to blanket the world with live product, it's essential to put the real thing in people's hands. [This doesn't always apply to customers - strangely enough - but more about that later. Here I'm assuming the audience is retailers, journalists and the occasional blog writer!] I like the designs and the cards are professionally presented - and if I was a retailer, I'd feel confident that they know how to fulfill orders and get product shipped on time.
I also really like the label they put on the outside of the card's cello sleeve. It's an attractive way to showcase their branding and useful to the retailer who needs to quickly find a product number when checking inventory. I bet the artist has heard some mixed opinions about it; the purists might balk at anything obscuring the design while the more commercially-minded could see it as a good way to include information that needs to be there anyway. My only criticism is that it might be too big.
COMPANY: nuggets of love
Contents:
- product catalog
- order form with addressed return envelope
- samples.
I'm a sucker for a good envelope, and I immediately noticed this kit because of it's very professional and nicely designed address label. I'm so easy - but you'd be surprised how often this part of the presentation is overlooked.
All of the information, from the artist Kimberly Leass' inspiration to the card details and styles, are in a single four-sided brochure that's compact and clear. She's very generous to include four card samples. My only criticism - and it's a big one - is that these four cards are the only styles there are. In order to have any real merchandising impact, retailers most often buy at least six styles and definitely want more than that to choose from.
This press kit does what it's meant to do: it piques my interest. But for now, there just isn't enough meat here. So get designing Kimberly - we want to see more!
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