The name of the game for consumers and businesses today is, of course, value and savings. Many marketers are using inserts to boost sales, providing savings and values by way of coupons and membership cards with discount codes recipients can enter online.
As Bruce Bigel of Winterberry Group told an audience at a recent Direct Marketing Club of New York meeting, while digital advertising spending has increased over 17% since last year and direct mail has been growing at only 2%, insert media spending has increased 12.5%, and is now almost at the $1 billion mark annually.
An important factor to consider with inserts is the RRF — the "readiness to rebuy factor." This is born of the anticipation of receiving the package and the good will feeling the recipient has when they open it, placing them in the "buy again" zone.
There are many ways businesses can use inserts to add balance and reach to their online marketing programs.
1. Use inserts to drive web traffic. Icons for Twitter, Facebook, YouTube and a brands' own URL can easily be featured on all printed materials. Recipients can be urged to follow a Twitter account for access to special offers, and coupon codes can be included for website sales. Scratch-off coupons for a value-added gift can include a code the user enters online as well. QR codes are also an excellent way to driver users to a microsite highlighting an offer or product.
2. Inserts can reach an older, female audience. Facebook demographics show that their female user base typically peaks at ages 55-64. Inserts can be a great way to balance out your marketing efforts and reach these prospects. For example, businesses like Guthy Renker's Proactiv and No No Hair! Are successfully pairing a slightly younger market targeted via DRTV with a more 360-degree approach using package insert programs for greater exposure.
3. Inserts and social media engage consumers. Digital and insert media are similar in that they both engage the customer in an interactive way. They both deliver to a relevant, interested audience, in real time as they engage either with their computer or mobile device, or open a package containing something they ordered.
4. Inserts and social media benefit from shared endorsements.
Insert ads and digital ads both carry the endorsement of another brand or site—and the patina of that endorsement is not lost on the customer. An important incentive for brands and retail owners is the opportunity to earn significant revenue by accepting third party, tasteful and brand-syntonic online ads and inserts.
Paulette Kranjac (http://www.twitter.com/listprodirect) is president and CEO of List Process Direct Inc.
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