Insert Media Can Help You Prospect Cost Effectively
Catalogers have historically relied on outside prospect lists to generate new buyers. But it’s becoming more difficult to find good lists and thus, fresh prospect names. Moreover, list universes are flat or declining. Consider alternative methods of generating new buyers.
Insert media, for example, can provide a cost-effective way to generate incremental catalog business. Of course, insert media can’t replace the use of outside rental lists. But it’s wise to test other ways of attracting new buyers.
This month, I’ll discuss what insert media is, the best strategy for testing it and what results you can expect.
Insert media encompasses the forms of printed advertising media noted in “Types of Insert Media” (see page 50). The cost per thousand impressions is relatively low — and so are the expected results. However, insert media can be cost-effective — providing your expectations are realistic. Let’s focus on two types of insert media.
These are printed promotional pieces inserted into another company’s outgoing merchandise packages. They reach proven mail-order buyers, as well as recent or “hotline” names.
Package inserts carry the strength of an implied endorsement of your offer. Most companies that offer package-insert programs (PIPs) allow four to eight non-competitive inserts per package. There are two primary characteristics you should know about for package inserts:
1. The pieces can vary in size, format and weight, but most programs accept a maximum dimension of 5.5 inches by 8.5 inches, and a maximum weight of 0.25 ounces. They might be a single, tri-fold or simple two-sided piece.
2. Most inserts are going to proven mail-order buyers. That means the lifetime value (LTV) of the acquired new buyer can be favorable.
The challenge to PIPs: Competitors or semi-competitors may rent you their lists, but may not necessarily approve your insert. As mentioned, the company that agrees to put your insert in its packages could be viewed as endorsing your offer, at least indirectly.