What: "Meatball Sundae" by Seth Godin

Why: In the words of Seth Godin, the Internet has delivered the fourth revolution and this incarnation has deemed that traditional media rules are no longer as effective as they once were — a worrisome tale indeed for a world that is so deeply rooted in traditional advertising and marketing. However, Godin warns, converting from traditional media into an online arena isn't as simple as tossing a few tech-based gadgets on your Web site. It requires a more holistic approach to your company. This means changing the way you operate from the ground up to maximize the effect of this new medium.

It's not just about having a brochure Web site or blogging, it's about revisiting your company to redefine fulfillment and utilize online tools to cater more effectively to smaller niche market segments. In truth, it's about common sense. It's about using the tools available on more than just a basic level and ensuring that these tools are a part of your company's larger picture.

One of the most common statements from marketing and advertising clients is, "I need a blog," and yet when you ask them why, the response is typically, "Well, because my competitor has one," or even "because everyone is talking about them." Godin's book is all about justification. Do you have a reason for implementing this technology? Is your company's current structure set up to maximize the benefits of this technology? Who will be responsible for this new technology?

What "Meatball Sundae" so strongly points out is there is massive potential in new media tools but if you are incorporating them without a strategic marketing plan, they can just as easily hurt more than help.

Most media kits will have the following in them.  Business Facts
Write a brief synopsis of what your company does and why you are unique. Include your mission statement, goals and any other pertinent information about your business. You can write this in the form of “Frequently Asked Questions” or use succinct paragraphs to describe the important facts you want to convey.

History
This page contains all of the data about the history of your business. You’ll want to include photos, the date you founded your business and why you started it. To interest readers, also add your thoughts and personal stories on how your business evolved from idea to startup business to present day. If you don’t have a lot to share, you may want to include this information on your “Business Facts” page.

FSM can help you write up this page for you, they have the best copy-writing people around.

Products/Services
It is very important to list all of your products and services and the benefits of each in your media kit. An outsider should be able to read this page in just a few minutes and know exactly what you sell and why people buy it. Depending on the data, consider using brief paragraphs with headers or a list with bullet-points.

Bios
On this page, provide biographies of the key leaders at your organization and their photos. Write short paragraphs that are interesting and easy-to-read. And rather than using a pre-written resume, add pertinent anecdotes, quotes and other unique criteria that establish credibility for each individual listed.

This is also something that the FSM staff can help with!

Current News
Entice the media, and let readers know that your business is up-to-date by including current news, industry trends and exciting events in your media kit. List all of your press releases, published press clippings, video samples, business testimonials from customers, case studies, speaking engagements, articles, and other activities.

Also include company brochures, logos, photos, identity standards, and potential story ideas to help media members get necessary data quickly. If you are in the process of obtaining press clippings, just include whatever information you have now, and make an effort to add to this section on a regular basis.

FSMprint.com can not wait to put your media kit together!!