Alternate Options (2,181 words)
Ahern recommends testing continuity clubs to these prospects, as you already know that they aren't opposed to this type of offer.
Ride-alongs can cost anywhere from $40/M to $70/M, depending on the mailer and quantity of inserts, and garner a 1 percent to 11⁄2 percent response rate.
Package inserts are included along with a fulfillment package to a mail order customer. You're reaching people who order by mail, which means they, too, are direct-mail responsive. Again, because you are in another mailer's shipment or fulfillment package, an endorsement is implied. Most packages take four to eight inserts at a cost of $50/M.
Now there's a new twist on the package insert: the retail package insert. Lee Moore, Senior Manufacturers Liasion of the American Manufacturers Alliance, believes that the retail package is one area in which the invasion of the printed word—specifically advertising—has been invisible. The introduction of retail inserts has opened up a new vehicle to marketers.
In a retail package insert, inserts or samples are placed inside a polybag containing the instruction manual and warranty. Additionally, blurbs or bursts on the retail box alert the customer that a valuable offer is inside. The number of inserts has been restricted to a maximum of five to keep response rates high. According to studies, these inserts have a 94.6 percent readership rate.
Moore believes that purchasing a retail product is a singular event in a person's life and is a "feel good" opportunity to reach a customer, especially if he or she is pleased with the purchase.
Several companies have had success with retail package inserts by using strong tie-ins to the product, including an offer for cooking cards inserted in cookware and a video offer included with a popcorn maker.
A few of the considerations of inserts by mail—namely weight and size— aren't an issue when enclosed in a retail package. Samples such as CD-ROMs can also be placed in the retail package.