A publishing executive warned direct marketers last month that it takes work to make package inserts and statement stuffers pay out.
Michael Feldstein, director of alternative media for Boardroom Reports Inc., offered some tips on how to use insert media during a session at DMD New York.
For starters, Feldstein recommended that marketers get a good broker.
Next, he counseled mailers to look for insert programs that may not formally be on the market.
“Sometimes catalogers can create a package insert program where none existed before,” he said.
Then Feldstein urged package insert marketers to save their hardest negotiations for program rollouts. And he suggested that they shouldn't get too hung up on the prices for tests.
He strongly advised marketers to avoid placing inserts inside packages delivered by retailers.
“I've been burned in the past by retail programs,” said Feldstein.
“The medium is too risky. Get your broker to negotiate good credit terms.”
Moving over to creative, Feldstein said marketers should follow the same rules of thumb as direct mailers, including liberal use of the word “free.” In Boardroom's case this usually amounts to soft offers and/or free trial issues.
To avoid creative fatigue, Feldstein suggested that marketers rotate as many as three control packages.
He also noted that test quantities ought to be determined based on direct mail practices.
In addition, there are several production pitfalls to watch out for.
One is to be aware of the weight of mailing pieces, since the U.S. Postal Service has strong regulations in this area. Exceeding weights can sometimes cost insert marketers extra money.
Besides this, inserts sometimes can get mangled at the printing and production stages and not go out.
“If you get 0% response to a program, chances are it didn't go out — and don't let the broker or list owner tell you otherwise,” he said.
Overall, insert programs can work, but they're not as precisely targetable as direct mail.
“Remember that they are essentially mass media,” Feldstein concluded.
