Special Report on Multicultural Marketing:
ARA Media Solution’s Arlene Rosen on Insert Media for Niche Markets
For the ride-alongs or package inserts, the maximum size is usually 5.5˝ x 8.5˝, since inserts go into a 6˝ x 9˝ envelope. The FSIs are on-page in the Sunday coupon booklets, so the advertiser only submits creative and no printing of inserts is involved.
As with all direct marketing, these markets need to be tested—especially with newspapers where the circulation is staggering. In addition, many of these programs are audited or guarantee deliverability.
TM: For success, should marketers look to integrate their insert media efforts to these niches with campaigns in other channels?
AR: There is a strong connection between online and offline campaigns. In the newspaper world, an online banner or burst can alert readers to look for an insert, catalog, magalog or bookalog in an upcoming issue. Online campaigns can drive the consumer to the advertiser’s Web site.
We created a partnership with a Spanish lifestyle publication and a well-known Spanish gift site. Offers for the publication were on the gift site, and the magazine carried a print ad for the gift site. This is an example of multichannel partnership and shows how different channels can compliment one another.
TM: Are there any creative nuances that marketers should keep in mind when developing their inserts for specific niche audiences?
AR:Translations are key so the meaning of an advertiser’s message is properly transmitted. If one word is off, it could change the intention of the offer. Work with accomplished translators.
Color is very important when designing an offer for the Hispanic or GLBT market, in particular. An offer needs to connect to the target market by speaking their language and understanding their heritage, and models portrayed in the offer need to be of the same multicultural audience the advertiser is targeting.
Understanding the insights of the customers—including their preferences and sensitivities—may help the loyalty factor. Sometimes, there’s a need to combine ethnic and lifestyle preferences.