By Eileen Kessler
Advertising and sponsorships can be a substantial part of an association’s revenue, so make sure you’re not creating any unnecessary barriers between advertisers and your media kit. Here are a few tips for making your media kit as accessible as possible.
Don’t require advertisers to provide their email addresses to access the media kit. True, this might not allow you to track who is looking at your media kit and follow up with them, but having this extra step might be all it takes to turn an interested prospect away.
Keep your PDF as small as possible so prospects can download it quickly. If a download is taking too long, prospects might give up and move on. Also keep in mind that people are doing more and more on their mobile phones, and speeds can vary on these devices – make it work for your on-the-go prospects.
Make your PDF easy to find. Don’t bury the link to your PDF on an internal sub-page on your website. If it’s difficult to find, it won’t be seen. Make sure it doesn’t take more than two clicks to get to your media kit, whether it is a downloadable PDF, a dedicated website or an advertising-specific page on your main site. Keep the path to your advertising opportunities as clear as possible.
Get the word out! Put links to your media kit in everything you publish, from emails to blogs. You have the connections to a select audience that advertisers want to reach. Don’t be shy about broadcasting this.
Kessler is president of OmniStudio, Washington. Contact her at ekessler@omnistudio.com.
Tags: advertising, association non-dues revenue, media kits, print advertising
