Gauge the Strength of Your Insert Media Format
It’s the perfect marriage of convenience when your insert finds a home within the right vehicle. But there are a couple options to weigh when choosing a format that will have an impact in its insert program environment. According to Dan Boerger, managing director at Berwyn, Pa.–based direct marketing and advertising agency Quattro Direct, there are two important points to consider when a mailer wants to get the most mileage out of a chosen format.
1) Assess the space offered. According to Boerger, this should be one of the primary things a mailer should look at when comparing insert environments. “If the real estate that we’re offered isn’t sufficient, then it’s not a good insert media opportunity,” he says. Although this requires a mailer to have a preliminary design in mind, discerning space restrictions earlier on in the process may help cut down on creative tweaking later.
2) Study the competition. Whether or not an insert is being placed in a competitive environment directly can impact format choice. In a situation where similar products will be promoted, a mailer will need to consider using a more elaborate format to differentiate its product from the others in the program. Boerger recommends that you undertake a rigorous review of the other inserts that are being sent along with your piece. If you’re in an isolated or noncompetitive environment, which oftentimes you can buy, your creative can better sell the benefits of the product or service, he says.