Message & Media: The Kit Factor
Direct response writers are always on the prowl for words to make their marketing concepts more compelling and more effective in generating a click, a call or a store visit.
Often all it takes is one word to make all the difference in how a product, offer or mailpiece is perceived. This one word can dramatically change response.
Take the word kit. What do you think of when you think of a kit?
According to Webster's dictionary, a kit is a collection of articles. It can be a personal travel kit, a set of carpentry tools, a collection of parts to be assembled into something like a model airplane, a packaged collection of related materials such as a convention or membership kit—the possibilities are endless.
A kit is comprehensive, complete, everything you need. Calling your product, offer or mailpiece a kit makes your customer think differently about you and what you're offering. The word kit adds value and implies convenience. Providing your customer with a kit can also separate you from the competition.
Yes, a single three-letter word can do all this. I call it the "Kit Factor."
Here are some examples to jumpstart your thinking about how to add kits to your own marketing mix.
Catalog marketers have long enjoyed the benefits of pulling together a group of lower-priced products to create a higher price point and higher average order. Instead of calling it a bundle or set, how about calling it a kit? In a quick search online, in catalogs and at a couple of favorite stores, I found the following product kits:
- Back-to-School Kit
- Industrial Troubleshooting Kit
- Patio Tomato Kit
- 17-piece Flex Shaft Kit
- Jewelry Making Kit
- Preschool Prep Kit
- 71-piece Air Tool Kit
- Emergency Survival Kit
- Chicken Noodle Soup Kit
- Kite Kit
Tip: Did you notice that a couple of these kits include piece counts? It's a small detail that adds huge value.