Special Report Insert Media Buying Guide
The more history you have, the more quickly you're able to validate test results, too, so you can lock up your required frequency for the remainder of the program. On average, it takes two to four months to get response results on most insert media campaigns, where with direct mail, the results typically are in about three weeks from the drop date.
All things being equal, however, Berg points to his firm's continual testing of new offers and creative as its key to success with this channel. To keep its marketing fresh for the audience, Cosmetique switches back and forth between horizontal and vertical formats, new graphics, gift with purchase options, and more.
This strategy isn't just fashionable for Cosmetique, it's also smart marketing for any insert media user.
No Such Thing as Free Money: Program Costs to Watch
The whole point of a direct marketer opening up its fulfillment packages, billing efforts, catalogs and other communication vehicles to inserts is to generate a stream of ancillary revenue. But the potential to make big money is not a guarantee. In fact, states John Lyskowski, marketing director at Guideposts, a publisher of inspirational books and magazines with headquarters in Carmel, N.Y., program costs can add up pretty fast and eat into your pot of gold.
Target Marketing Editor in Chief Hallie Mummert talked to Lyskowski and Michael Feldstein, director of alternate media for Boardroom Inc., to identify some of the key considerations in starting a package insert program. Boardroom Inc., a Greenwich, Conn., publisher of direct-sold newsletters and books that offer practical advice for living life wisely, offers a package insert program for its book shipments, reaching more than 1 million customers annually. Guideposts considered offering a package insert program, but chose not to start this line of business. Read on to learn why.