How to Reach a Targeted or Niche Audience
From animal lovers to woodworking buffs, insert media helps catalog/multichannel marketers reach target audiences for a lot less than going it on their own with a direct marketing campaign, said Lisa Roland, president of New York-based marketing and media agency Everyday Media during a presentation at the recent DMA Insert Media Day in New York. Among her pointers on using insert media to reach a targeted or niche audience are the following:
*Mix it up. To reach niche groups, Roland suggested that you try a mix of package insert programs, catalog blow-ins, ride-alongs, statement stuffers, card decks and sample packs.
*Refine or customize your search. Even within a niche, it’s possible to further refine a search based on variables, including average unit of sale and rollout universe. Another variable could be the acquisition method, such as direct mail, telemarketing or package inserts. Since niche programs may have higher CPMs, Roland pointed out during her presentation that inserts customized to the target audience — such as new movers, new families and Hispanics — can further boost response.
*Try catalog blow-ins or insert programs when targeting gender. Roland noted that only a few programs target the different genders. She suggested choosing programs that have predominantly male or female audiences.
Several catalogers with mostly female audiences offer insert programs or blow-ins, including Carol Wright, Domestications, Lillian Vernon and Newport News. Redcats, which mails the Lerner, Lane Bryant, Brylane and Roaman’s catalogs, has similar offers, Roland said. Some male-oriented catalogs, such as Blair Mensware, also have insert programs and blow-ins.
*Reach B-to-B audiences at work. It makes sense that the best place to reach this audience is at the office, Roland says. Insert media options targeting the B-to-B market include phone, utility and business credit card billing statements; card decks that reach niche audiences; and blow-ins or package insert programs with business-oriented companies like Staples.