Evaluating the Efficiency of Your Insert Media Plan
Many marketing managers rely on their printers to provide shipping services, but it isn't always the most efficient course of action. As your use of insert media increases, it may make sense to use a shipping consolidator to decrease shipping costs, time and energy spent on managing the shipping system.
Creative and Testing
Aside from meeting the stated marketing goals for an insert media plan, are you achieving those goals in the best way possible? In assessing these areas, one objective should be to make sure you're not passing by opportunities for testing because inventory isn't available to participate in a new program. When handled well, a minimum of effort on the planning end can yield big dividends at the execution stage. (As stated previously, this area must be evaluated in conjunction with printing efforts.)
Another objective may be to make sure there always is new creative in development to test and/or rotate in established programs. This allows changes that quickly can be assessed in your core programs. Shifts in response can be handled quickly and efficiently because multiple creative or offers are in the queue, ready to be used at any moment. Creative development as an ongoing area ensures it won't become a resource drain in the future.
There are many other ways to efficiently take full advantage of your efforts in the creative and testing arenas. While they may seem common sense, they bear repeating because their importance should not be understated.
1. Set aside some time to sit with your broker to identify the characteristics of the programs that work. Then find plans that share these characteristics, and put a plan in place to test them.
2. Alternatively, with your broker, identify potential programs not on the market that may accept your insert.