For 2005, more than a billion insert media placements are available in package shipments, blow-ins, bind-ins, co-ops, shared mail and even envelope advertising. Where do you start?
First of all, who’s your target? Look at your customers’ age, income level and education. If you have experience in other media, share this information with your insert broker, who can tell you which medium has an affinity to your mailing list and space advertising. This is the time for your marketing/customer acquisition departments to convene and share all relevant information. It will save your company money and will make you a hero as well.
Next, what’s your product? Is it low-ticket or more upscale, since there’s now a more affluent universe available in this medium? Is it a continuity offer or a one-shot? Is it a necessary item or is it impulse driven? Does it attract new movers? Is it more pertinent to certain geographical areas? (Please, no heavy outerwear to Floridians and no maple syrup to Vermont residents.) Your media consultant or broker must analyze all these issues. If you have a chance to pick from an array of products, pick one that’s popular, be sure to have ready inventory and know what your return on investment will be so you can be successful.
Once your product is selected, your market is targeted. You must be able to secure a fair rate to insert.
Get Creative
Have you designed a piece? What if you don’t have an in-house ad department? Find a media consultant who can help. Some companies are very familiar with all the current layouts and formats. You may want to ensure that your piece fits the size of most of the programs in which you choose to insert. And you want to be convinced that the creative reflects your brand and sells your merchandise effectively. You’d like to know that the piece you create is light enough for print and insertion so you don’t incur extra changes.
You should test a minimum of five programs to start. This will give you feedback that can be built upon. Then secure tracking information from your broker so that you can read your results.
Keep testing in order to grow your business. Test different offers, products and media. And remember to refresh your ad regularly.
Paulette Kranjac is president and chief executive officer of List Process Co., New York.
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