Insert Media | Direct Marketing

GETTING STARTED IN INSERT MEDIA

Following is a list of ten suggestions for getting involved in the lucrative insert media field: USE AN INSERT BROKER. Don’t do it yourself. It’s tough and unnecessary. We know all the answers. We’ve been there with over a billion inserts for nearly every conceivable company and industry and we (or any reputable insert broker) will tell you what’s good for your product…and what you should avoid.

TEST. But test smart. Some direct mailers test for “test’s sake,” which unfortunately means when they are through, they don’t know what or why they tested. It is axiomatic in the insert media market because of its varied nature that you test. But testing smart means testing with a proven insert media program wherever possible. Test statistically reliable numbers relative to your offer. Test with no more than two copy approaches. Test as many programs initially as your budget allows. Remember that the batter who comes to the plate once is only a hero if he hits a home run. Test smart by coming to bat as often as possible. The strike out won’t look so bad among the homers.

TEST NEW PROGRAMS. Along with the tried and true insert media programs such as Current, Columbia House, PaperDirect and MCI, you want to test the newer inserts such as HealthSmart Today, United Marketing Solutions and Pitney Bowes. What, you never heard of these? Of course, you’re not using a insert broker who has a research staff to ferret out the new programs. But don’t just test the new ones because they have stood the “test of time” and usage. So make some room for the tried and true but leave test keys for those that are new today and tomorrow.

USE ONE INSERT. Look at all the smart direct mailers and you will see that they have been going out with one insert format for years. Why one? Because you want to test the medium and not the message. If you are confident with your message, then each test of the medium (the various package insert programs you go into) will be clear in its results.

ASK LOTS OF QUESTIONS. Don’t be afraid to ask your insert broker every silly question that you can think of about the source of the program that he/she is presenting to you. Just as you would ask other media salesmen, you should inquire about the source of the customer, the media used to obtain the customers, numbers of years in business, other inserters that have used and continued with the program, the time that it takes for your inserts to be distributed and so on. The more you ask, the better informed you will be. The better informed, the more likely you will be successful.

BE SURE TO “KEY” BY PROGRAM. You’d be surprised how many sophisticated direct mailers forget to do this. They also forget to key in such a way that when the distribution takes too long, they can’t research how and when their inserts were distributed. For example, if the distribution will take three months, it makes sense to key your inserts in such a way that you can tell when the first month is completed and so forth. The small extra expense with the printer can save you headaches and cut your aspirin bill.

USE THE RIGHT SOURCES. Just as you should be using a knowledgeable insert broker, you should have the right printer, direct mail consultant, and, where necessary, the correct mailing house working for you. Ask for competitive bids from everyone that you use. Your printer, sad to say, may not be right for the insert market even though he is an expert with your catalog.

ASK FOR PROOF OF RECEIPT AND PROOF OF DELIVERY. The old days are gone, so you can be reasonably assured that the inserts you send to be distributed will be used. Why? Because too many companies are making too much money from the service to “fuss” around. But you can never be too sure. Your insert broker should obtain an insert sample upon receipt and upon completion and have it in his file. Your printer should have receipt of delivery. Your inserts should be boxed professionally and clearly marked. The insides of some of the warehouses dwarf the imagination and your inserts can get lost.

PAY THE RIGHT PRICE. Because of the variety of insert media programs, you want to pick the best for your offer and then decide on the right ones based upon the top price you are willing to pay. After you have received the test results, there’s plenty of time to negotiate for price reduction. As with other media, prices change with volume and frequency.

EXPECT LESS, GET MORE. For all the success stories, the insert media field is just like the other forms of direct response. It is a numbers game. If you watch the cost of printing and the cost of distribution, your response should be sufficient to provide you with a satisfactory cost per inquiry or cost per order. But for steady production of orders at reasonable and competitive costs, this medium is hard to beat. And for ease of entry, low visibility, low cost, what could be better? The cost of heavy postage and four-color envelopes aren’t here. Inserts are inexpensive and for most products, there is an extensive universe. Many magazines, catalogs and continuity clubs distribute millions of inserts annually. They are making the investment in inserts. Isn’t it time to consider insert media as a new medium for your direct marketing campaigns.

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