Search results for Stanton Direct Marketing Inc.
Found 15 item(s)
Found 15 item(s). Displaying 1-15
Page 1 of 1
Layering Inserts With Solo Efforts for Bigger Results
May 13, 2009 From Tipline
A reliable, low-cost marketing tool at any time, insert media typically gets more attention during times of economic adversity—but perhaps not for all the right reasons. While these programs can provide marketers with an alternative to a direct mail campaign, they also can help drive incremental sales as part of a multichannel campaign to the same audience.
May 13, 2009 From Tipline
A reliable, low-cost marketing tool at any time, insert media typically gets more attention during times of economic adversity—but perhaps not for all the right reasons. While these programs can provide marketers with an alternative to a direct mail campaign, they also can help drive incremental sales as part of a multichannel campaign to the same audience.
Seven Tips for Insert Media Success
November 2007 From Tipline
As marketers continue to adjust to the May 2007 U.S. Postal Service rate hike, more companies are attracted to the world of insert media, says Doug Guyer, president of new business development for Berwyn, Pa.–based International Direct Response. Low costs and circulation in the millions make inserts a viable supplement for almost any marketing program. The seven tips below will help jump-start your insert media strategy. 1. Make a strong offer. Focus on the offer and call to action before branding initiatives. “Insert media can have some brand marketing benefits, but it is best looked at as a direct response marketing vehicle,” says Ben
November 2007 From Tipline
As marketers continue to adjust to the May 2007 U.S. Postal Service rate hike, more companies are attracted to the world of insert media, says Doug Guyer, president of new business development for Berwyn, Pa.–based International Direct Response. Low costs and circulation in the millions make inserts a viable supplement for almost any marketing program. The seven tips below will help jump-start your insert media strategy. 1. Make a strong offer. Focus on the offer and call to action before branding initiatives. “Insert media can have some brand marketing benefits, but it is best looked at as a direct response marketing vehicle,” says Ben
Collaborate with Your Insert Media Broker
October 2006 From Tipline
You can pick your brain. You can pick your insert media broker. But can you pick your insert media broker’s brain? The answer is a resounding “yes,” according to Lori Fursman, director of brokerage for Stanton Direct Marketing, an insert media brokerage and management firm. In fact, she encourages you to do so. No insert media campaign can get past square one without a solid concept and a healthy exchange of ideas between you and your broker; it can make all the difference. Not only have insert media brokers, managers and the like seen more than their fair share of strategies, formats and creative, but
October 2006 From Tipline
You can pick your brain. You can pick your insert media broker. But can you pick your insert media broker’s brain? The answer is a resounding “yes,” according to Lori Fursman, director of brokerage for Stanton Direct Marketing, an insert media brokerage and management firm. In fact, she encourages you to do so. No insert media campaign can get past square one without a solid concept and a healthy exchange of ideas between you and your broker; it can make all the difference. Not only have insert media brokers, managers and the like seen more than their fair share of strategies, formats and creative, but
Lights Out Creative
July 2006 From Target Marketing
Don’t think of inserts as slips of paper. Rather, to get the right creative vibe, you need to imagine your insert as a snack-size bag of potato chips, a candy bar or a pack of gum. This might sound weird, but stripped to their basic function, inserts are an impulse-buy medium—like a store checkout lane. “By and large, anything in the insert space is an impulse buy,” says Al Stanton, president of Stanton Direct Marketing, an insert media and management firm in Elmira, N.Y. Even with two-step offers, he says, inserts are meant to generate a spontaneous response to send for more information. Due to
July 2006 From Target Marketing
Don’t think of inserts as slips of paper. Rather, to get the right creative vibe, you need to imagine your insert as a snack-size bag of potato chips, a candy bar or a pack of gum. This might sound weird, but stripped to their basic function, inserts are an impulse-buy medium—like a store checkout lane. “By and large, anything in the insert space is an impulse buy,” says Al Stanton, president of Stanton Direct Marketing, an insert media and management firm in Elmira, N.Y. Even with two-step offers, he says, inserts are meant to generate a spontaneous response to send for more information. Due to
Gain Intel From Your Insert Media Program
June 2006 From Tipline
It’s common practice for direct marketers to look for list test ideas by reviewing the group of companies who order continuations on their file. Logic dictates that if your list works for a company, the reverse probably is true. This concept applies to insert media, but not just in the way you might think. Sure, if you notice specific companies consistently placing their inserts in your program, it’s likely the demographics of your audience are similar to their customers’, and so you might want to run inserts in any program they offer. Further, explains Al Stanton, president of Stanton Direct Marketing, an insert media brokerage
June 2006 From Tipline
It’s common practice for direct marketers to look for list test ideas by reviewing the group of companies who order continuations on their file. Logic dictates that if your list works for a company, the reverse probably is true. This concept applies to insert media, but not just in the way you might think. Sure, if you notice specific companies consistently placing their inserts in your program, it’s likely the demographics of your audience are similar to their customers’, and so you might want to run inserts in any program they offer. Further, explains Al Stanton, president of Stanton Direct Marketing, an insert media brokerage
Join the Exchange
February 2006 From Target Marketing Communities
Share your tips and learn from fellow direct marketers as we cover the hottest issues and best practices in insert media. Question: What offer strategies work best for statement stuffers, blow-ins and other insert types that are short on space? Answers: “Insert offers should employ strong brand recognition and easy-to-understand offers. The offer should be compelling and promotional with a simple response device. Free shipping, samples, premiums and discounts should be prominent, yet not overshadow the product/service offer. The use of dot whacks, call-outs and other images work well in this medium. Soft offers can be very effective. However, beware of back-end issues
February 2006 From Target Marketing Communities
Share your tips and learn from fellow direct marketers as we cover the hottest issues and best practices in insert media. Question: What offer strategies work best for statement stuffers, blow-ins and other insert types that are short on space? Answers: “Insert offers should employ strong brand recognition and easy-to-understand offers. The offer should be compelling and promotional with a simple response device. Free shipping, samples, premiums and discounts should be prominent, yet not overshadow the product/service offer. The use of dot whacks, call-outs and other images work well in this medium. Soft offers can be very effective. However, beware of back-end issues
Last-minute Insert Media
July 2005 From Target Marketing
Some advertisers will place on a truly last-minute remnant basis. They will actually keep material on-hand at the letter shop or warehouse where the distribution originates. If there is open space, the inserts are on site and can be used immediately. The downside is that there is no guarantee on placement because a higher rate piece would always have priority. I caution people when placing remnant orders. Cheap circulation that doesn't work is likely to be more costly than expensive circulation that produces a return. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.
July 2005 From Target Marketing
Some advertisers will place on a truly last-minute remnant basis. They will actually keep material on-hand at the letter shop or warehouse where the distribution originates. If there is open space, the inserts are on site and can be used immediately. The downside is that there is no guarantee on placement because a higher rate piece would always have priority. I caution people when placing remnant orders. Cheap circulation that doesn't work is likely to be more costly than expensive circulation that produces a return. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.
Save Money With Remnants
June 2005 From Target Marketing
Being prepared to place remnant orders can be a cost-saving strategy. Most seasoned users of insert media will print additional key codes of material for the specific purpose of last-minute placements. Placement rates can be most negotiable just prior to a closing date, but it usually requires quick action to get the inserts delivered to the required destination for distribution. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.
June 2005 From Target Marketing
Being prepared to place remnant orders can be a cost-saving strategy. Most seasoned users of insert media will print additional key codes of material for the specific purpose of last-minute placements. Placement rates can be most negotiable just prior to a closing date, but it usually requires quick action to get the inserts delivered to the required destination for distribution. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.
Advice for Your Insert Media Program
March 2005 From Target Marketing
Looking strictly at the bottom-line is a short-term solution that hurts long-term development. Long-term steady growth is based on gaining value, not just cutting costs and resources. With insert media, the object is not to find the cheapest space, but to find circulation that will give the greatest ROI. Finding space that produces a great return usually requires some testing and investment. Continuing to test new and different insert media programs—along with various creative options—will help fine tune return. There is no real secret about that. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.
March 2005 From Target Marketing
Looking strictly at the bottom-line is a short-term solution that hurts long-term development. Long-term steady growth is based on gaining value, not just cutting costs and resources. With insert media, the object is not to find the cheapest space, but to find circulation that will give the greatest ROI. Finding space that produces a great return usually requires some testing and investment. Continuing to test new and different insert media programs—along with various creative options—will help fine tune return. There is no real secret about that. ——Rob Stanton, director, business development, Stanton Direct Marketing Inc.
Insert Media The Blame Game
March 2005 From Target Marketing
It might be possible to negotiate the placement CPM a little "tighter," but it is equally important that the mailer review the insert creative to see if the response rate can be increased by a better, clearer, cleaner presentation. It is certainly easier to blame low responses on the medium rather than it is to re-evaluate the insert to see if it clearly shows off the product or service to its best advantage. —Al Stanton, president, Stanton Direct Marketing Inc.
March 2005 From Target Marketing
It might be possible to negotiate the placement CPM a little "tighter," but it is equally important that the mailer review the insert creative to see if the response rate can be increased by a better, clearer, cleaner presentation. It is certainly easier to blame low responses on the medium rather than it is to re-evaluate the insert to see if it clearly shows off the product or service to its best advantage. —Al Stanton, president, Stanton Direct Marketing Inc.
Insert Media Community Links
February 2005 From Target Marketing
The DMA Insert Media Council McDar Internet Marketing Consultants Following are a few list management/brokerage companies with in-depth information online regarding insert media: All Media Inc. Leon Henry Inc. Stanton Direct Marketing Inc.
February 2005 From Target Marketing
The DMA Insert Media Council McDar Internet Marketing Consultants Following are a few list management/brokerage companies with in-depth information online regarding insert media: All Media Inc. Leon Henry Inc. Stanton Direct Marketing Inc.
2005 Insert Media Marketers Idea Exchange
How can you cut
February 2005 From Target Marketing
How can you cut "Collate pieces at the distribution/order fulfillment center, as this will cut shipping costs of moving the collated pieces/envelopes back to where the orders are fulfilled. [Also,] manage shipping costs. If you accept overweight pieces and don't charge additional for this, it could be eating away from your revenue if this increase in weight also increases your costs for shipping. And manage inventory. Each item—or type of item—in the warehouse may incur an overhead cost based on the amount of space it occupies. Don't accept too many pieces at a time that will sit and incur overhead charges. Keep insert
How can you cut
February 2005 From Target Marketing
How can you cut "Collate pieces at the distribution/order fulfillment center, as this will cut shipping costs of moving the collated pieces/envelopes back to where the orders are fulfilled. [Also,] manage shipping costs. If you accept overweight pieces and don't charge additional for this, it could be eating away from your revenue if this increase in weight also increases your costs for shipping. And manage inventory. Each item—or type of item—in the warehouse may incur an overhead cost based on the amount of space it occupies. Don't accept too many pieces at a time that will sit and incur overhead charges. Keep insert
Insert Media Buying Guide: Inserts Mean Business for Information Products Company
September 2004 From Target Marketing
Nestled in the rolling hills of Virginia, Information Products Co. is the brainchild of president John Alba, who started his mail-order career in the catalog business. Based on his experience identifying which best-selling products would sell effectively via inserts, Alba in 1995 developed a mail-order company that sells name/address labels and personalized children’s products—such as name art and stickers—entirely through insert media. Alba estimates that his firm places 50 million inserts monthly, working with Stanton Direct Marketing for both brokerage services and management of its own insert programs. Hallie Mummert, Target Marketing’s editor in chief, spoke with Alba to learn what’s working for a
September 2004 From Target Marketing
Nestled in the rolling hills of Virginia, Information Products Co. is the brainchild of president John Alba, who started his mail-order career in the catalog business. Based on his experience identifying which best-selling products would sell effectively via inserts, Alba in 1995 developed a mail-order company that sells name/address labels and personalized children’s products—such as name art and stickers—entirely through insert media. Alba estimates that his firm places 50 million inserts monthly, working with Stanton Direct Marketing for both brokerage services and management of its own insert programs. Hallie Mummert, Target Marketing’s editor in chief, spoke with Alba to learn what’s working for a
The Science of Insert Media Production
August 2004 From Target Marketing
How to keep your costs in line The aspect of insert media that scares off many a curious direct marketer is the level of commitment needed to get optimal results. Not only must you test a variety of programs, creative approaches and offers to find winning combos, but you have to plan out your insertions so you can take advantage of production economies. Granted, media placement costs are higher than those associated with insert printing. But that does not mean you shouldn’t look to control your production expenditures. By giving some thought to format, paper, timing and distribution, you can open up a channel
August 2004 From Target Marketing
How to keep your costs in line The aspect of insert media that scares off many a curious direct marketer is the level of commitment needed to get optimal results. Not only must you test a variety of programs, creative approaches and offers to find winning combos, but you have to plan out your insertions so you can take advantage of production economies. Granted, media placement costs are higher than those associated with insert printing. But that does not mean you shouldn’t look to control your production expenditures. By giving some thought to format, paper, timing and distribution, you can open up a channel
How to Buy FSIs
August 2003 From Target Marketing
By Alicia Orr Suman Open the Sunday paper and out pour pages of coupons and sales circulars—including offers from traditional direct marketers: collectibles, personalized products and credit cards, to name a few. But just how do direct marketers get their offers into this wide-reaching and relatively affordable medium? What to Buy More than 60 million free-standing inserts, or FSIs, circulate in newspapers every week. Because of their huge circulation, this medium reaches a significant percentage of the population, at home, with the Sunday newspaper. "The vehicle is well used by many marketers," confirms Lois Attisani, senior account executive at the brokerage and management
August 2003 From Target Marketing
By Alicia Orr Suman Open the Sunday paper and out pour pages of coupons and sales circulars—including offers from traditional direct marketers: collectibles, personalized products and credit cards, to name a few. But just how do direct marketers get their offers into this wide-reaching and relatively affordable medium? What to Buy More than 60 million free-standing inserts, or FSIs, circulate in newspapers every week. Because of their huge circulation, this medium reaches a significant percentage of the population, at home, with the Sunday newspaper. "The vehicle is well used by many marketers," confirms Lois Attisani, senior account executive at the brokerage and management
Page 1 of 1
