Insider Marketing: 18 Insert Media Best Practices
Insert media is the ultimate form of insider marketing. By sending your offers as part of the delivery of an already trusted merchant, prospects see your creative in the most positive possible light—and while they're getting the thrill of opening a recent purchase. Here are 18 best practices to put your marketing materials in the right packages and make the most of that moment.
1. Test Small ...
... but be sure to test enough to be statistically valid. Many advertisers feel they do not have the budget to embark on a successful insert media campaign. This is not true. Most advertisers do not need to distribute millions of pieces to determine if the channel can work. Minimize your risk by distributing enough to accurately read your response. Testing four programs with 25,000 in each is often better than testing one program with 100,000.
2. Test Smart
When deciding which programs to test, there are many factors that should be considered. First and foremost are the demographics of the host program. In addition, you must be aware of the total universe of the program so there is opportunity to roll out should the tests prove successful. However, don't be lured into testing a program solely because there is ample volume of packages.
3. Test Broad
Vary your test in terms of category and audience. Testing different audiences is smarter and safer than testing multiple programs in a single category. Do not only test gardening programs, for instance. Expand your distribution to reach buyers in other categories as well. This strategy increases your odds of finding a successful category while a one-dimensional test will result in an inaccurate portrayal of the medium as a whole
4. Test, Retest
One successful test is not enough to warrant a full roll out in any channel. Take your time with your tests and make sure the positive results are accurate before committing to a large roll out.