| Last week I received a very nice thank
| |
| | identify potential programs NOT on the
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| you gift from a friend of mine, Eric
| |
| | market that may accept your insert.Tip #
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| Ruth, who is arguably the number one
| |
| | 3Use large, bold type and a strong,
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| marketing coach to the personal fitness
| |
| | simple offer on your
|
| trainer industry.Eric, asked if he could
| |
| | insert. All the rules that apply in
|
| interview me about a specific topic and I
| |
| | creating a compelling space ad also apply
|
| agreed.After it was done, Eric sent me a
| |
| | in creating a compelling insert.Ask
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| bunch of filet mignon steaks from Omaha
| |
| | yourself, "What is it, exactly, that I
|
| Steaks (Thanks Eric).But the steaks are
| |
| | want my prospect to do when they get my
|
| not what this article is about.It's what
| |
| | insert?" Then put that in your
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| was inside the Omaha Steaks box that I
| |
| | headline.Tip # 4Make sure that you are
|
| want to talk to you about.You see, two
| |
| | utilizing the maximum allowable size of
|
| things came with the steaks. One was a
| |
| | insert.Tip # 5Make sure that it is easy
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| Omaha Steaks cookbook.The cookbook not
| |
| | to respond (this should go without
|
| only contained recipes but also a bunch
| |
| | saying). And use free offers to generate
|
| of bounceback special offers.Each of
| |
| | leads.Tip # 6Make it clear why your
|
| these offers were specifically designed
| |
| | insert is riding along inside the
|
| to get you to call Omaha Steaks up and
| |
| | package. You need to link your copy into
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| order more steaks.And Here Was the Second
| |
| | the relationship that already exists
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| Thing that Was In the Omaha Steaks
| |
| | between the company offering the PIP and
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| Box...The second thing was a blue
| |
| | your product or service.For instance, a
|
| envelope that said, "Don't Miss Out -
| |
| | Home Depot insert that went to new
|
| Special Offers from Americas Favorite
| |
| | homeowners said, "You've just moved
|
| Companies."Here's what they looked like:
| |
| | in..."Tip # 7Always have new offers and
|
| contents of the blue envelope included
| |
| | new creative ready to go. After awhile,
|
| what is known in the marketing industry
| |
| | if the PIP program is a regularly shipped
|
| as, "package
| |
| | item, people get tired of seeing the same
|
| insert."_____________________Package
| |
| | old ad. So you need to mix it up once in
|
| Inserts 101
| |
| | awhile.Tip # 8If you've been successful
|
| _____________________Package inserts are
| |
| | with one PIP program then test a few
|
| basically advertisements that get
| |
| | more.
|
| inserted into packages that are being
| |
| |
|
| sent out from various vendors.For
| |
| | _________________________________________
|
| instance, in this case, Omaha Steaks
| |
| | _____________Here Is a Comprehensive List
|
| sends thousands of boxes to its
| |
| | of PIP Program Managers
|
| customers. It sells space in its boxes to
| |
| |
|
| other companies who want to advertise to
| |
| | _________________________________________
|
| Omaha Steaks customers. This is called a
| |
| | _____________Leon Henry practically
|
| "Package Insert Program" or PIP for
| |
| | invented the package insert business.
|
| short.There are thousands of PIP program
| |
| | They still have the largest and perhaps
|
| offered by many companies. Here are just
| |
| | the most experienced PIP brokers in the
|
| a sampling of the type of companies that
| |
| | industry.Leon Henry, Inc.
|
| provide PIP programs:AmazonAmerican
| |
| | 200 North Central Avenue Suite 220
|
| StationaryDivers DirectCrafts
| |
| | Hartsdale, NY 10530-1940
|
| EnthusiastsGlobal Industrial
| |
| | Phone: (914) 285-3456
|
| EquipmentKingfisher MapsMantis Gardening
| |
| | Fax: (914) 285-3450
|
| ToolsPitney BowesSpeed GearToyfareVitamin
| |
| | E-Mail: Web Address: are several other
|
| WorldZoysia Grass PlugsIf the profile of
| |
| | PIP management companies.1. AM/Direct
|
| your target customer matches the profile
| |
| | (Peterborough, NH); (603) 924-92622.
|
| of the customers that these companies
| |
| | American Marketing Network (New York,
|
| sell to then you might consider a PIP
| |
| | NY); (212) 243-80653. AMG Global
|
| advertising program with them.The going
| |
| | (Redbank, NJ); (732) 741-05854. Atrium
|
| rate for package inserts averages around
| |
| | Marketing Group (Chicago, IL); (312)
|
| $60 per thousand packages. What this
| |
| | 733-3383, ext. 365. Bernice Bush Co.
|
| means is that you pay $60 and your insert
| |
| | (Irvine, CA); (949) 752-42106. BrightStar
|
| will be sent out with 1,000 packages.This
| |
| | Marketing (Lake Bluft, IL); (880)
|
| relatively cheap when you consider that
| |
| | 700-74837. D-J Associates (Ridgefield,
|
| renting a list for a solo mailing might
| |
| | CT); (203) 431-87778. DK Group
|
| cost anywhere from $100 to $250 per
| |
| | (Hillsdale, NJ); (201) 358-61009. Edith
|
| thousand names.On the other hand, the
| |
| | Roman Associates (Pearl River, NY); (845)
|
| response rates for inserts are much lower
| |
| | 620-900010. Effective Mailers (Roseville,
|
| than direct mail. An acceptable response
| |
| | MI); (248) 588-988011. Everyday Media
|
| rate used for PIP programs are typically
| |
| | (New York, NY); (212) 481-730012. Gage
|
| measured in tenths of a percent vs. the
| |
| | Marketing Services (Minneapolis, MN);
|
| 2-5 percent return of solo direct
| |
| | (612) 595-386213. GTE Directories Direct
|
| mailings.The number of inserts in a
| |
| | Delivery (Tampa, FL); (813) 664-540014.
|
| package can vary from four to eight.
| |
| | IDG Communications List Services
|
| Generally, only non-competitive pieces
| |
| | (Framingham, MA); 1-888-IDG-LIST15. List
|
| are included together in one
| |
| | Services Corporation (Bethel, CT); (203)
|
| package.Here's a photo of the inserts
| |
| | 743-260016. Media Solutuion Services
|
| that came in the Omaha Steaks package I
| |
| | (Atlanta, GA); (770) 955-353517. MKTG
|
| received. you can see, there are only
| |
| | Services (Newtown, PA); (215) 968-502018.
|
| three inserts from these companies:1.
| |
| | Our Tribe Marketing (New York, NY); (212)
|
| Hawthorne Village (model trains)2.
| |
| | 462-003619. Pihera Advertising Associates
|
| Discover (credit cards)3. Select Comfort
| |
| | (Lebanon, OH); (513) 932-564920. ProForma
|
| (beds)Here's Why You Should Consider
| |
| | PrintNet (Marina, CA); (323) 692-920021.
|
| Using a PIP Advertising Program in Your
| |
| | Right Lane Media (Saint Paul, MN); (877)
|
| Marketing Mix1. You get the power of
| |
| | 412-320022. Select Publishing (Madison,
|
| direct mail at about 20% of
| |
| | WI); (608) 277-578723. The American
|
| what you'd normally pay for a direct
| |
| | Mailshop (Sioux Falls, SD); (605)
|
| mail campaign.2. You can target specific
| |
| | 338-400424. The Media Organization
|
| niche markets and consumer
| |
| | (Woodbury, NY); (516) 496-257725. Tobin
|
| segments.3. You can target people by the
| |
| | Productions (New York, NY); (212)
|
| way that they buy (i.e.
| |
| | 727-150026. VentureDirect Worldwide (New
|
| mail order buyers, phone order buyers,
| |
| | York, NY); (212) 684-480027. Vis/Aid
|
| television order buyer etc.).4. You get
| |
| | Marketing (Inglewood, CA); (310)
|
| category exclusivity in the mailing (i.e.
| |
| | 399-069628. Walter Karl, Inc. (Pearl
|
| no
| |
| | River, NY); (914) 620-070029. (Hot
|
| competing offers to worry about).5. Your
| |
| | Springs, AR); (501) 627-081730. Worldshop
|
| offer gets an implied endorsement from
| |
| | (Grand Rapids, MI); (616)
|
| the
| |
| | 957-0555____________Conclusion
|
| company mailing the package.I'm not
| |
| | ____________Getting Eric's gift from
|
| saying that you should base your entire
| |
| | Omaha Steaks reminded me just how
|
| marketing program on insert media. What
| |
| | powerful a Package Insert Program can be.
|
| I'm saying is that using inserts can be a
| |
| | And package insert programs are just one
|
| good compliment to how you're already
| |
| | type of alternative media.There are many
|
| advertising your product or service.With
| |
| | types of alternative media to choose from
|
| the shrinking list market, package
| |
| | to reach your target
|
| inserts are a good alternative way to
| |
| | market:Ride-AlongsCo-op MailingsStatement
|
| prospect for qualified leads. It's hard
| |
| | StuffersSampling ProgramsCard Deck
|
| for companies, I think, to rule it
| |
| | MailingCatalog Bind-Ins/Blow-InsNewspaper
|
| out._____________________________________
| |
| | InsertsSupermarket take-one racksIt's
|
| _________________Here's a Few Tips to Get
| |
| | wise to work with an experienced broker
|
| the Most Out of PIP Programs
| |
| | who understands the industry and can help
|
|
| |
| | guide you through to successful
|
| _________________________________________
| |
| | campaigns.The broker doesn't cost you
|
| _____________Tip # 1Be very careful of
| |
| | anything. The company offering the insert
|
| how you pick a PIP program. It's much
| |
| | media pays the broker so you'd be silly
|
| like picking a mailing list. You have to
| |
| | not to work with an experienced
|
| pick a PIP program that is reaching
| |
| | broker.Now, if you'll excuse me, I have
|
| people who are good prospects for your
| |
| | to get back to eating one of my Omaha
|
| product or service.Make sure you set
| |
| | steaks!Copyright 2005 David FreyDavid
|
| aside some time to sit with your broker
| |
| | Frey is the author of the best-selling
|
| to identify the characteristics of the
| |
| | manual, "The Small Business Marketing
|
| programs that work. Then find plans that
| |
| | Bible" and the Senior Editor of the
|
| share these characteristics, and put a
| |
| | "Small Business Marketing Best Practices
|
| plan in place to test them.Tip #
| |
| | Newsletter.
|
| 2Alternatively, with your broker,
| |
| |
|
