Littleton Coin Co.’s Karen Lewis on How to Select Insert Media
The field of insert media is suddenly crowded with advertisers, each trying their best to be noticed for more than a millisecond and, ideally, creating a beneficial response of some kind. Consistently a direct marketing winner, the right kind of insert media can not only boost overall revenue, but also create greater customer loyalty. The wrong kind, however, can damage the customer relationship as well as the company’s bottom line.
This week, Target Marketing talks to Karen Lewis, group manager of advertising, Web and continuities at Littleton Coin Co., based in Littleton, N.H., and panelist at the recent 4th Annual DMA Insert Media Day on March 6th in New York City. We discuss how to select the products that will sell via insert media.
Target Marketing: What’s the first piece of advice that you’d give a company that wants to create an insert media campaign?
Karen Lewis: You have to stay on your toes and do a lot of testing. We run offers with a continuity, and find many trends among placements as well as similarities among placements. But response rates can really vary, including by season. Also, it’s important to note that offers can fatigue very easily, in part because there’s a lot of advertisers in insert media.
TM: Is there a specific number of insert orders you do, or does it vary greatly?
KL: It really varies quite a bit because we’re so response-driven. We’re looking for a high response rate but also a quality customer. We want people to stay in our continuity program, [and] this is where a lot of resources need to be dedicated. You have to look at every placement very carefully and make a decision on every single placement as to frequency, offer and timing. There’s no tried-and-true rules to fall back on.