Insert Media: A Miniature Resurgence
And for the Holyoke, Mass.-based Motherwear International, which produced its first miniature last year, President/CEO Tom Kothman says the program paid for itself and was a good brand-building tool. “We also tracked the miniature’s response to our Web site,” he points out, “and saw an increase in online traffic after the first issue hit.”
Motherwear distributed 750,000 miniatures last year, and placed them in various marketing vehicles, including polybagging them with the debut issue of American Baby magazine. “The response rates weren’t quite the same as with our main catalog,” he says, “but were still respectable.”
Likewise, Tucson, Ariz.-based Crosstown Traders, the Charming Shoppes unit whose catalog titles include Old Pueblo Traders, Lew Magram, Bedford Fair and Figi’s, among others, has budgeted a conservative 0.3 percent response rate, according to Trish Harris, manager of print services/media.
Despite the lower response, Motherwear’s miniature has had long legs, Kothman says. Orders kept coming in months after the first insertion, leading him to conclude that miniatures tend to be keepers.
As for recency, frequency and monetary (RFM) value, Web direct marketing research shows that people who buy from miniatures often have the same RFM as traditional catalog buyers, making miniatures a good addition to a diversified multichannel marketing strategy.
Choose the Right Merch
Those experienced in marketing through mini-format catalogs say that because miniatures are prospecting vehicles, the best items to include are bestsellers and/or products that brand you in the minds of prospects.
Harris says that Crosstown Traders will include core products for each of its catalog brands when it produces miniatures. “The target audience will correspond with the demographics for our regular catalog mailings,” Harris explains. Crosstown will take into consideration age and average household income, and work with its circulation department on previous list-rental results.