Evaluating the Efficiency of Your Insert Media Plan
Be certain these steps are an integral part of your planning and evaluation.
In conjunction with testing and creative, your main objectives are program and audience selection. A good plan includes a broad range of programs—insurance against last-minute changes in program distribution. An efficient marketing manager will have her offer/insert cleared into many more programs than she expects to produce for, including programs that may be outside of the core audience. This really is a corollary to having additional keys to take advantage of new programs. In this case, you have standby programs to take keys when other programs go off the market, are running behind schedule or stop performing. When contingencies are planned for in advance, these types of problems become non-issues and are handled as a matter of course.
Of course, working with experienced professionals, such as an insert media brokerage, can help you achieve balance. A professional knows how to source programs, negotiate rates and follow through with a program. It will put the systems in place to monitor the process from clearance to receiving. You can utilize its resources, since commissions are covered by the program owner in your cost to participate.
Efficiency can be improved in almost every aspect of your insert media plan. By assessing the individual components, you can achieve your marketing or circulation goals more effectively. Byproducts of this analysis may include cost savings, streamlined processes and improved results. So take stock this year, but don't just look at whether you've accomplished goals — make sure you've efficiently accomplished your goals.
|Barbara Henry is vice president of Leon Henry, Inc, a list services and brokerage company specializing in insert brokerage and management. Reach her via e-mail at firstname.lastname@example.org, or visit the Web site, www.leonhenryinc.com.|