Insert Media Is About to Explode
Well-known mailers in categories like books, music, credit cards and children's products place millions of inserts, and consider insert media a major source for prospecting. Some of these mailers use insert media to generate 75 percent of their new customer acquisitions. With successes like these, it's obvious why we want to spread the word for more advertisers to test this medium.
A Day All Its Own
A few of us met with DMA President Bob Wientzen last December to discuss the future of insert media. We were armed with facts, figures and letters of support, but we didn't really need any of the background material. For a couple of years, Wientzen had been thinking that insert media really needed to be expanded. In an effort to give it more attention and recognition, we came up with the idea of Insert Day. The concept was well received. We are now working on creating an event that will mirror the success of List Day or Circulation Day but with an obvious focus on the many aspects of insert media.
With the leadership of the Alternate Response Media (ARM) Council and the support of the DMA, we're putting together a day filled with informative sessions—mailers giving case studies and direct marketers discussing niche insert opportunities. There will be an opening session lead by some of our own historians who have been around to see the positive changes. There will be an overview of insert media programs and a session with vendors from the printing and lettershop side of the business. We also plan to include newer vehicles like ethnic marketing, C&D markets (shared mail programs that reach rural locales) and sampling programs focused on the package goods industry. Insert Day will showcase the advantages of shared mailings and the success stories that have developed.