- Eric Stoen from @travelbabbo has over 330,000 followers on Instagram.
- He has a one page media kit that he sends potential clients that only contains the most important details.
- “I want to respect that person’s time — the person who wants to work with me,” he said.
In the competitive and rapidly evolving travel and video maker industry, you might think you have to oversell yourself to stand out to attract branded deals.
But one influencer told Insider that he believes a media kit should be an “elevator pitch” and not a complete presentation of yourself.
Eric Stoen, 50, of the Instagram account @travelbabbo, has amassed more than 330,000 followers in the eight years that he travels and posts professionally. And he uses a one-page media kit to pitch hotels and potential clients.
“It should be an elevator pitch: in 30 seconds of reading, you should be able to tell why you want to work with me,” Stoen said. “All my other information is easily accessible on my website.”
Stoen said the idea of turning it into a compact business card and less of a resume was to respect his potential clients’ time. He noticed how many business cards and stacks of printed media kits the reps of the brand were carrying, so he decided to get noticed in a different way.
“I get 150 to 200 emails or DMs a day,” he said. “A lot of it is junk, and most of it I don’t have time for. I don’t want to speak to PR or hotel people, and you can ask them if they’ve ever read a ten page media kit, but nobody has that much time in their day. “
Here’s Stoen’s ‘short and sweet’ media kit, and the most important things he keeps on it
Since space is very limited on a one-page media kit, Stoen has prioritized a few key points: his mission; his travel experience and previous partners; his accolades; and the age and geographic demographics of its fan base.
His kit is also framed with samples of his travel photography.
“I especially want to show the big prizes I’ve won and my photography,” he said. “I don’t want to put prices on a media kit. That changes based on the specifics of the campaign I’m going for. There’s no way to formulate everything so it would fit all campaigns or all partnerships. I’m going to put that anyway in an email – the media kit is about selling myself fast.”
Stoen said he does one major update a year, usually to share new awards he’s won, photos he’s taken, and bigger campaigns he’s participated in.
One aspect he’s considering redesigning his page is to include gender demographics, which he says customers are asking more and more.
‘You want what makes you unique’
Stoen advises anyone starting out to make their own media kit and not spend too much money on the aesthetics.
“For a few years I paid someone with a graphic background, but I would never like it [their version]and then I’d have to pay her more to do it again,” he said. “I hated having to rely on other people and their timelines and professionalism.”
“Nobody has any expectations of a media kit,” he added. “I reinvented it for my needs. Do it yourself. It should describe who you are, whatever authority you have, what you have to offer both followers and brands. Everyone has something to offer and it goes beyond posting on X number of followers.”
Having a one-page media kit also makes it much easier to update as you build your portfolio. And other information about your field, such as your website and LinkedIn profile, is easily accessible online for clients.