Create Your Own Opportunities with a Unique Insert Media Program
It’s doffed its “alternative” moniker, taken its rightful place in the direct marketing mainstream and earned respect among professionals as a money-making option. But despite its reputation, there remain a few avenues of insert media left to be fully explored. For more than 15 years, Arlene Rosen, president of New York–based marketing firm ARA Media Solutions, has been leading the forward march, specializing in finding and creating unique insert media opportunities that meet the specific needs of her clients.
To create a unique insert media program, Rosen seeks out companies without established insert programs but who have an affinity to a client’s product and asks if they would accept an insert. This “unique” take on a medium that typically relies on already established programs quickly is becoming a viable option for direct marketers looking to get new customers—without the risk of getting lost in a too-saturated environment. Rosen recently spoke to TM Tipline, and shared some of the benefits, as well as a few caveats, of unique insert media programs.
Benefit 1: Going solo …
In traditional insert media, there’s often more than a few advertisers, all fighting for the same precious seconds of a potential customer’s attention. In a unique environment, this type of competition doesn’t exist, mainly because the program is built for a particular advertiser. “It’s sometimes more difficult to get a good response if you’re in an envelope with, say, 10 other mailers,” Rosen says. “When you’re in a unique situation … if you’re the only one, all the attention is focused on your insert piece.”
Caveat 1: … doesn’t come cheap.
While, in general, insert media often is one of the more cost-effective mediums on the direct marketing menu, unique programs generally are slightly more expensive because you’re building the program from scratch. “When a mailer places into an existing insert program and they place a huge order, they’re going to get a really good rate,” Rosen admits. But in the grand scheme of things, shelling out a little more on the front-end can pay off big dividends. “[Unique program] rates might be slightly higher, but the benefit of being the only one and reaching a new audience … certainly outweighs the slight increase,” she adds.