Insert Media: Add Revenue with an Insert Media Program
Insert media has grown by leaps and bounds in the last decade, so much so that advertising agencies now look to package insert programs in order to distribute and test-market products from leading manufacturers. But as often happens, questions about creating and maintaining a successful insert program abound. What follows are questions catalogers often ask when pondering the use of insert media, as well as some questions they may not have considered.
¥ Won’t my brand suffer if I allow other businesses to place their offers in my packages? By placing inserts into your packages, you are not losing control of your brand. As the program owner, you always have the last word on what your customer receives and what you feel adds value to your brand. If you’re uncomfortable with a particular offer reaching your customers, don’t allow it in your program.
¥ Shouldn’t I protect my customer from extra offers that aren’t my own? Look at the lists you rent and exchange. Ask your broker to research how many of them have insert or blow-in programs on the market. You’ll be surprised at the number of participants, which is a long way of saying your customer already receives insert media. So if you’re not opening your packages to insert media, you’re not only missing an opportunity to connect in a different way with your customer, but the revenue also is flowing to some of your competitors and helping their businesses.
¥ How many inserts should I allow in my packages? Think about how you want to position the program within your company. Many programs exist simply to generate revenue and add to the bottom line. These programs routinely accept 12 or more offers. If you want to present to your customers only offers that are complementary to your own, you may accept just three to six inserts.