Evaluating the Efficiency of Your Insert Media Plan
- The degree to which this quality is exercised.
- The ratio of the effective or useful output to the total input in any system.
With this in mind, let's look at how you can apply it to your insert media plan.
Printing and Shipping Services
Are you being best served by the printer(s) you're using? Many companies use the printer they're familiar with for other aspects of their marketing plan, such as their direct mail. Insert printing has its own quirks and peculiarities, however, and may demand a different printer's expertise and/or location to save time, cost, etc.
Low CPM certainly is a goal to reach for, but with inserts, plate change costs for proper keying also must be evaluated. The printer's cost structure should not be determining your keycode sizes. Rather, use these and other factors to determine it:
- program size and
- length of time to distribute.
Location of the printer also is important in relation to where inserts are being shipped. If the printer is far from the bulk of the programs, unnecessary shipping costs can make programs less viable for success. Choose and work with your printer wisely.
How often you print and how much you print can have both negative and positive effects on the efficiency of your insert media plan. Printing in large volumes affords you the discounts that allow the CPM to be driven down. At the same time, printing extra keys allows you to have inserts on hand to take advantage of new test opportunities when they become available. It also allows you to participate in programs in which remnant space and lower rates are available. On the flip side, expiration dates, stale offers and creative shifts can cause over-prints to be expensive. The costs of storage also need to be accounted for. Analyze the pros and cons. Like all areas, successful streamlining is dependent on the plan's stated goals and budget.