Join the Exchange
Share your tips and learn from fellow direct marketers as we cover the hottest issues and best practices in insert media.
What offer strategies work best for statement stuffers, blow-ins and other insert types that are short on space?
"Insert offers should employ strong brand recognition and easy-to-understand offers. The offer should be compelling and promotional with a simple response device. Free shipping, samples, premiums and discounts should be prominent, yet not overshadow the product/service offer. The use of dot whacks, call-outs and other images work well in this medium. Soft offers can be very effective.
However, beware of back-end issues if you insert into other programs that have soft up-front offers also. No matter what the order device, make sure you can read the results. Driving to the Web can be very effective, but be sure to add a special offer code to measure results."
-Rebecca Hieter, Director I-Media and Marketing Services, Belardi Ostroy ALC, www.boalc.com
"In the insert marketplace, we're seeing a resurgence of two-step, lead generation offers. Given the convergence of online and offline buying, offers that drive to phone and/or to Web are working well. Even those advertisers that have traditionally only used Direct Response TV are now beginning to understand the power of the insert channel as part of their media mix. The key to success is that advertisers need to have a timely, detailed follow-up system in place that helps them convert leads to customers effectively. The follow-up system should encompass all forms of communication to the qualified lead, including: a knowledgeable inbound or outbound telemarketing department, a flight of e-mail communications to the lead, and possibly a direct mail conversion package. The insert marketplace provides lead generation advertisers an acquisition channel that has a low media cost and the ability to inexpensively test multiple creative formats. The result for many advertisers have been, a low cost per lead and ultimately, valuable customers at desired ROIs. An added benefit is that the insert channel offers a much lower advertising risk then that of other media channels when testing."