Package insert-to-online marketing removes another element of friction in the shopping experience. So marketers like luxury home goods
I am continually astonished at the number of people who throw money away on direct marketing projects and then whine that they did not work. A case in point: a free-standing insert (FSI) from University of South Carolina.
Imagine buying your way onto the front page of The New York Times or The Wall Street Journal with a long editorial story about yourself or your company. The type style and look are identical to the real thing. The only difference: a small notice that says, "Sponsored Content."
My colleague and client, Bob Doscher, loves FSIs. "When a Valassis FSI ('shared mail') goes out, CEOs of love it!" Doscher once said to me. "When these cents-off coupons are delivered, he can look out the window and see the trucks full of his products leaving the warehouse to stock supermarket shelves." FSIs are generally for down-market products and cashed in by those who love savings.
Harland Clarke Holdings, the company that probably provided you with your checkbook and various business forms, announced on Wednesday that it would buy Valassis Communications, a publicly traded integrated marketing company, for $1.84 billion in cash. Valassis, based in Livonia, Mich., provides direct marketing products, including coupon dispensers in grocery aisles, newspaper inserts, social media promotions and online display advertising. Among its brands is RedPlum coupons. Valassis also partners with the National Center for Missing and Exploited Children to distribute pictures as part of the “Have You Seen Me?” campaign.