The Quick-draw Factor
Inserts are an impulsive medium. Eastman-Vidal notes that recipients give each insert two to three seconds to capture their attention; therefore, merchandise offered should be uncomplicated. Inserts work best to generate leads and to drive customers to a Web site or a mailed catalog for details.
Include a clear call to action. With only two to three seconds to grab attention, offers need to be crystal clear. The best results from bounceback catalogs include a strong call to action, as well. This especially is critical in converting new buyers to two-time buyers — a special discount or premium only available to new buyers will grab attention and increase the rate at which new buyers become two-time buyers.
Prospecting insert opportunities come in varying sizes and shapes. Be flexible and adapt. Faith says that, in some cases, Headsets.com uses a two-step lead generation approach; other inserts it sells directly in a one-step approach. On the other hand, Headsets.com has had its best results with a miniature catalog in various places. Headsets.com evaluates each prospecting insert program based on cost and feasibility.
Prospect and retention inserts should be viewed as part of your overall brand strategy and positioning. Bagdan points out that package and statement inserts that are integrated into an overall multichannel company strategy and drive traffic to catalog Web sites can be very effective.
Merchandise offered in prospecting inserts should be representative of your brand, Eastman-Vidal says. Otherwise you may acquire a new customer who never converts into a two- or three-time buyer.
The bottom line is that you’ll maximize results from both prospect and retention inserts by taking a proactive strategic approach. Inserts can help you achieve overall profit and sales goals more effectively and efficiently, but only when they’re part of your overall media mix.