Alternate Options (2,181 words)
The main problem associated with retail package inserts is the time factor—how long a product sits in a warehouse or the retail shelf. However, with advances in warehousing, quicker time to the retail shelf, and barcodes, a manufacturer can track when products are bought, which means the insert and its response are tracked as well.
Over 2 billion coupons were redeemed last year. In addition, studies indicate that 94 percent of consumers like and use coupons, and 94 percent of consumers use direct mail coupons.
According to Meghan Putney, national account manager at MailCoups Inc. co-op mailings, which take coupons and inserts from various companies and puts them together in one envelope, are an effective way to reach a large amount of prospects at an economical rate.
Co-ops are probably the cheapest alternate media option at $8/M to $15/M. Although some marketers would argue that the amount of offers in the envelope is clutter, Putney believes that a mix of strong offers delivers value to the customer. Combined, the offers make the mailing more valuable as a whole. It also assures you that people will see your offer, even if they are not in the market for your product or service. Those who might not open your direct mail envelope will look at your insert.
You can target your offer with available selects of state, county, city, ZIP code, age, income and presence of children. Areas can be targeted with as few as 5,000 addresses by demographic and geographic selects.
What offers work best? On a national level, Putney recommends insurance, credit cards, entertainment, home improvement, books and photo processing.
A card deck (or card pack) is a stack of business reply postcards, measuring 3˝ x 5˝ or 5˝ x 7˝ mailed to targeted audiences of direct mail sold buyers, segmented by job title or lifestyle activities.