Alternate Options (2,181 words)
Prices range from $20/M to $40/M, with response rates varying from 0.25 percent to 1.5 percent. The best offers for card decks are usually soft, two-step offers, such as an offer for a free catalog, information or sample.
Venture Direct offers all you need to know about card decks at its Web site, www.venturedirect.com. There you will find specs and tips on how to design a winning card. Venture Direct suggests that you use a large headline filled with benefits; include strong visuals; write copy that gets to the point; ask for a response; and make it easy for the prospects to respond.
Card decks are a cost-effective way of reaching your market, but keep in mind that like some other alternate media options, your card is one of many in the deck competing for attention.
Sixty percent of U.S. households review newspaper inserts as part of their shopping purchase decisions every week, with 68 percent keeping these inserts for two to six days, reports Customer Focus, a national consumer trend study. Unlike mail, people chose to receive the paper, and go to the paper when they want to buy.
The problem in the past with newspaper inserts was the inability to target an audience. However, with Target Reach, you can now run a targeted newspaper insert campaign, using the circulation of more than 500 newspapers in over 200 markets and 17,500 individual neighborhoods.
Running inserts in newspapers allows marketers to have more flexibility in terms of size and format than those sent through the mail. Combining this flexibility with database marketing, markets can select an audience by market, lifestyle, demographics, sales potential, psychographics and product usage.
Target Reach's software program locates the neighborhoods where an advertiser's target audience lives and creates a customized distribution pattern; only those targeted prospects receive the inserts.