The Power of Inserts (914 words)
Recently, a program owner was waiting for merchandise to fulfill orders when the West Coast dock workers went on strike. The merchandise literally was sitting on a ship at sea until the strike was resolved. This caused a delay of several weeks in fulfilling orders to customers, and in turn delayed the expected time frame the inserts were to be included with shipments.
Another company filed for bankruptcy, and all outbound shipments abruptly stopped. What happened to the inserts? Some were stacked on the insertion line, while recent deliveries sat unopened and undelivered. It took a quick-thinking manager and broker to salvage what they could for the mailer by having the inserts picked up and delivered to another insertion program.
But the most common problem is simply a change in the projected number of shipments. There are either too many inserts left to place within a given timeframe or not enough. Both scenarios impact the mailer, who can avoid a negative outcome by creating a generic and undated offer.
For the most part, catalog-insertion programs flow glitch-free and provide successful results for the insert mailer. There's been steady growth in the number of new insert programs available as more companies discover this win/win method of increasing revenue. The same holds for the number of mailers adding the insert medium to their advertising mix. The key to success stems from proactive action from the insert manager and broker as they become part of the program's winning team.
Debra Goldstein is vice president, management, for LH Management Division of Leon Henry Inc., Scarsdale, NY. You can contact her at email@example.com or call (914) 723-3176, ext. 26.