Chief Marketing Officer
Insert media covers a wide range of media channels – the common thread being a printed insert advertisement that travels along with another vehicle (and avoids postage costs). There are well over 1,000 insert media programs available on the market today, with new programs being added on a regular basis.
There are many things to consider including the type of program (package inserts, ride-alongs, catalog blow-ins, billing statements, magazine onserts, card decks, and more), past program performance, the rollout potential, the size and weight of the insert, the demographics (age, income, male/female ratio, marital status, presence of children, etc.), as well as the interests of the people you are trying to reach.
Incremental Media maintains strong relationships with all of the top insert media suppliers and our buyers have extensive knowledge of the programs available. We have the expertise to handle the whole process for you, from selecting a high percentage of “winning” programs right out of the gate to obtaining the lowest possible rates.
A package insert is an insert that travels in the shipping box of an order that was generated from a catalog, online, direct mail, or TV. It is the most responsive type of insert because it reaches a proven buyer right after they made a purchase decision, which is the ideal time to reach a prospective new customer.
The insert is typically collated inside an envelope. The copy on the outside of the envelope is usually something basic like “Special Offers For Our Preferred Customers,” providing an implied endorsement from the company where the merchandise was purchased. There are about 6-8 non-competitive inserts in a package.
These customers can be targeted by age, income, male/female breakout, and the types of products that are being purchased.
A catalog blow-in is an insert that is placed inside a mail order catalog and reaches someone right when they are being promoted to. It costs about half of what a package insert costs and generates roughly half the response. There is very large rollout potential since billions of catalogs are mailed each year.
Demographics can be targeted by age, income, male/female breakout, and the types of products that are being purchased.
Ride-Alongs are similar to catalog blow-ins, in that they are usually included in a promotion vehicle being sent to a customer. The main difference is that they are mailed in an envelope instead of a catalog. Sometimes a printed newsletter that is mailed also includes Ride-Along inserts.
Customers can be targeted by age, income, male/female breakout, and the types of products that are being purchased.
When a magazine is mailed out in a clear polybag, it can include inserts on the outside of the magazine. The targeting ability is the same as a magazine, based on the demographics and interests of the reader.
Inserts can run in the envelope of a billing statement for mail order buyers, credit cards, and utility bills. Mail order buyers tend to be the most responsive, since you are reaching a proven buyer.
For mail order buyers, you can target by age, income, male/female breakout, and the types of products being purchased. For credit card statements, they can be targeted by prime and sub-prime credit card holders. Utility statements are usually targeted regionally.
Card decks are promotional offers in a shrink-wrapped pack of “card-sized” inserts. The decks have a theme or focus of interest like cooking, gardening, hunting, seniors, etc. The deck’s mailing lists are sourced from databases of mail order buyers within the category of interest. If you run your ad on a card, it includes the cost of printing. You can also print a separate insert that can ride-along with the deck as long as it meets the size and weight specifications.