Alternate Options (2,181 words)
Have you tried direct mail and found it to be too expensive for prospecting? Do you want to qualify prospects using a cheaper vehicle before sending out a solo direct mail effort? Or would you like to add a new program to your marketing plan?
According to Jody Smith, alternate media director at Walter Karl, a good marketing plan includes alternate media as one of its elements. "As offers become more and more targeted and new mailers continue to enter the marketplace, no direct marketer should rely on just one form of advertising to meet or even exceed their desired goals. Whether looking to generate leads, promote sales or increase brand awareness, mailers need to consider all of the available options when preparing a marketing plan, and alternate media programs are an important component of a well-rounded marketing campaign."
With the high cost of direct mail and the relatively inexpensive cost of alternate print media, marketers should consider the multitude of alternative options available to them, including statement stuffers, ride-alongs, package inserts and co-ops—to name a few.
Statement stuffers are inserts included in invoices and billing statements. According to Jeff Giordano, executive VP at Media Syndication Global, one reason to add statement stuffers to your marketing arsenal is the huge universe of names available—130 million—to reach with your offer. It could be a good source of fresh names.
Comparatively speaking, there is no clutter in a statement mailing. Your insert is competing with only one or two other offers. This is because statement stuffers are mailed first class—which means the packages are weight sensitive. Thus, without paying for postage, your offer reaches the prospect via first class mail. Additionally, 98 percent of orders capture a credit card number.
What offers work well? Giordano says epicurean and continuity offers are strong, as buyers are purchasing on impulse. Price points should be tested, but can be fairly high.