Layering Inserts With Solo Efforts for Bigger Results
And while competitive categories in popular programs often get reserved for an entire year, that's the exception, says Stanton, leaving more than enough availability for other marketers that wish to pursue layered media campaigns.
Coordinating Your Message
What's the best strategy: match your offer and creative across channels or take a totally new tack? "If you polled 10 mailers, you could probably get 10 different answers," Gizzo chuckles. She herself is divided, noting there is merit to both methods.
Stanton agrees, but leans a little more toward the coordination strategy. "The advantage to coordinating messaging across media is that consistency builds credibility with buyers" as each exposure reinforces the others. And, he emphasizes, it projects a reliable image to the consumer, especially when the message comes in branded third-party vehicles—package insert programs, statement stuffers, ride-alongs—that add an implied endorsement of the host mailer.
That said, marketers must keep in mind that they need to work within the unique parameters of each medium in a multichannel campaign. With inserts, says Gizzo, marketers only have a certain amount of selling real estate versus direct mail and even e-mail campaigns.
The same is true when considering the best offer to promote. With niche products, Stanton advises, marketers have to be careful to secure accurate demographics and geographics to be sure of the audience affinity. Otherwise, marketers can match their offers to their goals; for example, a cataloger or company with a wide product lineup can use an insert to promote several of its top-sellers that are representative of the overall offerings to drive traffic online.
Stanton does caution marketers to approach the creative and offer presentation from the mind-set that consumers might not have seen or won't remember your direct mail piece, e-mail, TV commercial, etc. In keeping, develop the insert to include all pertinent details to sell the action you want taken, and incorporate any specific media crossover elements (e.g., "as seen on TV" icons, before-and-after images) so they make sense without the audience needing exposure to your other media efforts.