What to Look for in an Insert Media Broker

An attribute of a focused insert media brokerage is excellent operations. Many brokerages that only dabble in the medium have adapted their list or print systems to accommodate their needs. A brokerage that specializes in insert media will have built state-of-the-art computer systems providing fully customized reporting and logistical support specifically for insert media campaigns. This is important because insert media is different than lists or space advertising. Brokerage agencies must deliver printed material to various locations nationally, code them and track them. Lists do not have this requirement, and most marketers are not staffed to handle the detailed follow-up.

I recently read an article that referenced a chart from the Direct Marketing Association. The chart shows that of offer, creative and media, it was media that had the biggest impact on response by far. Once a solid control offer and creative approach is established, then media is the primary influencing factor. What is even more important is that a larger portion of the advertising budget is negotiable in insert media than in list campaigns. After all, when was the last time you negotiated a better postal rate? A brokerage that specializes in insert media will make rate negotiation priority number one for clients. This requires the brokerage have extensive presence, dynamic industry relationships and the volume to negotiate from a position of power.

This all boils down to being responsive to the marketer's special needs and developing a superior vendor/partner relationship. A good brokerage will learn and understand the business for every client, and provide for offer development and enhancement, vertical and targeted media placement, intense results analysis and acquisition strategies which will lead its partner to success in the medium.

DAN PLUNKETT is vice president of marketing for Fred Singer Direct. He can be reached at dplunkett@fsdm.com.