How to Make Your Insert Media Stand Out
"Ask a broker for a sample before you decide to run," suggests Friesen. "Whatever it's going to ride along with, get a sample—buy something from them if it's a package insert—to see what it looks like."
While the environment certainly can affect your creative approach, adhering to proven offers and messaging for your product or service still is advisable. "This is not a great place to test something entirely new," says Giordano. "But if it works on TV or in print, chances are it'll work here."
Also, testing often is not viable because of the quantity of people you'll be reaching with an insert program; and most hosts don't allow for segmenting, suggests Giordano.
But, one of the benefits, he notes, is that "inserts can also be very specific; you can advertise a children's product in an insert package for another children's product."
"It's an interesting, challenging, wonderful medium," says Friesen. Just make sure do your homework and know what you're getting into—literally.
Noelle Skodzinski is editor-in-chief of Book Business, Publishing Executive and Graphic & Design Business magazines. She is the former managing editor of Inside Direct Mail. This article appeared in the February 2004 issue of Inside Direct Mail. For more information on this monthly newsletter devoted to direct mail marketing, visit www.insidedirectmail.com.