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