Managing a Complex Media
“Insert media programs are complicated programs to manage,” noted Dan Cirilli, former president of Grolier Direct, in a keynote address at the DMA’s second annual Insert Media Day on Sept. 9, 2004. “They require strong people, strong vendors and strong analytics to support them. There may be many cost saving opportunities if you take the time to really analyze the program.”
Cirilli went on to outline some of the lessons he learned as he cultivated Grolier’s package inserts, co-ops, ride-alongs and FSIs into an extensive program that, at the time of his retirement in 2000, accounted for 60 percent of the company’s new acquisitions each year.
• Maintain consistent formats across different insert programs to keep testing costs down.
• Develop a bank of creative that you can rotate. This will increase the shelf-life of a concept and allow you to amortize the creative and production costs over time. This media chews up creative quickly, so it is important to constantly present prospects with new creative.
• When you find creative that works, adapt it to different sizes for placement in a variety of programs.
• Build insert media approaches around the offer.
• Use code changes—made simple and inexpensive by digital printing—to monitor results.
• Measure, measure, measure. “We never ran an insert program,” said Cirilli, “where we could not measure response by offer, creative and media.”