| Using Alternative Media to Generate More
| |
| | Tip # 3
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| Customers
| |
| | Use large, bold type and a strong, simple
|
|
| |
| | offer on yourinsert. All the rules that
|
| Last week I received a very nice thank
| |
| | apply in creating a compellingspace ad
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| you gift from afriend of mine, Eric Ruth,
| |
| | also apply in creating a compelling
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| who is arguably the number one marketing
| |
| | insert.
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| coach to the personal fitness trainer
| |
| | Ask yourself, "What is it, exactly, that
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| industry.
| |
| | I want my prospectto do when they get my
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| Eric, asked if he could interview me
| |
| | insert?" Then put that in yourheadline.
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| about a specific topicand I agreed.
| |
| | Tip # 4
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| After it was done, Eric sent me a bunch
| |
| | Make sure that you are utilizing the
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| of filet mignonsteaks from Omaha Steaks
| |
| | maximum allowable sizeof insert.
|
| (Thanks Eric).
| |
| | Tip # 5
|
| But the steaks are not what this article
| |
| | Make sure that it is easy to respond
|
| is about.
| |
| | (this should gowithout saying). And use
|
| It's what was inside the Omaha Steaks box
| |
| | free offers to generate leads.
|
| that I want totalk to you about.
| |
| | Tip # 6
|
| You see, two things came with the steaks.
| |
| | Make it clear why your insert is riding
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| One was a Omaha Steaks cookbook.
| |
| | along inside the package. You need to
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| The cookbook not only contained recipes
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| | link your copy into the relationship that
|
| but also a bunch of bounceback special
| |
| | already exists between the company
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| offers.
| |
| | offering the PIP and your product or
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| Each of these offers were specifically
| |
| | service.
|
| designed to get youto call Omaha Steaks
| |
| | For instance, a Home Depot insert that
|
| up and order more steaks.
| |
| | went to newhomeowners said, "You've just
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| And Here Was the Second Thing that Was In
| |
| | moved in..."
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| the Omaha Steaks Box...
| |
| | Tip # 7
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| The second thing was a blue envelope that
| |
| | Always have new offers and new creative
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| said, "Don't Miss
| |
| | ready to go. After awhile, if the PIP
|
| Out - Special Offers from Americas
| |
| | program is a regularly shipped item,
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| Favorite Companies."
| |
| | people get tired of seeing the same old
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| Here's what they looked like:
| |
| | ad. So you need to mix it up once in
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| The contents of the blue envelope
| |
| | awhile.
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| included what is known inthe marketing
| |
| | Tip # 8
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| industry as, "package insert."
| |
| | If you've been successful with one PIP
|
| _____________________
| |
| | program then test afew more.
|
| Package Inserts 101
| |
| | ________________________________________
|
| _____________________
| |
| | _____________
|
| Package inserts are basically
| |
| | Here Is a Comprehensive List of PIP
|
| advertisements that getinserted into
| |
| | Program Managers
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| packages that are being sent out from
| |
| | ________________________________________
|
| various vendors.
| |
| | _____________
|
| For instance, in this case, Omaha Steaks
| |
| | Leon Henry practically invented the
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| sends thousands of boxes to its
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| | package insertbusiness. They still have
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| customers. It sells space in its boxes to
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| | the largest and perhaps the most
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| other companies who want to advertise to
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| | experienced PIP brokers in the industry.
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| Omaha Steaks customers. This is called a
| |
| | Leon Henry, Inc.
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| "Package Insert Program" or PIP for
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| | 200 North Central Avenue Suite 220
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| short.
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| | Hartsdale, NY 10530-1940
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| There are thousands of PIP program
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| | Phone: (914) 285-3456
|
| offered by manycompanies. Here are just a
| |
| | Fax: (914) 285-3450
|
| sampling of the type ofcompanies that
| |
| | E-Mail: Web Address:
|
| provide PIP programs:
| |
| | Here are several other PIP management
|
| Amazon
| |
| | companies.
|
| American Stationary
| |
| | 1. AM/Direct (Peterborough, NH); (603)
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| Divers Direct
| |
| | 924-9262
|
| Crafts Enthusiasts
| |
| | 2. American Marketing Network (New York,
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| Global Industrial Equipment
| |
| | NY); (212)
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| Kingfisher Maps
| |
| | 243-8065
|
| Mantis Gardening Tools
| |
| | 3. AMG Global (Redbank, NJ); (732)
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| Pitney Bowes
| |
| | 741-0585
|
| Speed Gear
| |
| | 4. Atrium Marketing Group (Chicago, IL);
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| Toyfare
| |
| | (312) 733-3383,ext. 36
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| Vitamin World
| |
| | 5. Bernice Bush Co. (Irvine, CA); (949)
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| Zoysia Grass Plugs
| |
| | 752-4210
|
| If the profile of your target customer
| |
| | 6. BrightStar Marketing (Lake Bluft, IL);
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| matches the profileof the customers that
| |
| | (880) 700-7483
|
| these companies sell to then youmight
| |
| | 7. D-J Associates (Ridgefield, CT); (203)
|
| consider a PIP advertising program with
| |
| | 431-8777
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| them.
| |
| | 8. DK Group (Hillsdale, NJ); (201)
|
| The going rate for package inserts
| |
| | 358-6100
|
| averages around $60 per thousand
| |
| | 9. Edith Roman Associates (Pearl River,
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| packages. What this means is that you pay
| |
| | NY); (845) 620-9000
|
| $60 and your insert will be sent out with
| |
| | 10. Effective Mailers (Roseville, MI);
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| 1,000 packages.
| |
| | (248) 588-9880
|
| This relatively cheap when you consider
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| | 11. Everyday Media (New York, NY); (212)
|
| that renting a listfor a solo mailing
| |
| | 481-7300
|
| might cost anywhere from $100 to $250per
| |
| | 12. Gage Marketing Services (Minneapolis,
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| thousand names.
| |
| | MN); (612)
|
| On the other hand, the response rates for
| |
| | 595-3862
|
| inserts are much lower than direct mail.
| |
| | 13. GTE Directories Direct Delivery
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| An acceptable response rate used for PIP
| |
| | (Tampa, FL); (813)
|
| programs are typically measured in tenths
| |
| | 664-5400
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| of a percent vs. the 2-5 percent return
| |
| | 14. IDG Communications List Services
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| of solo direct mailings.
| |
| | (Framingham, MA); 1-888-IDG-LIST
|
| The number of inserts in a package can
| |
| | 15. List Services Corporation (Bethel,
|
| vary from four toeight. Generally, only
| |
| | CT); (203) 743-2600
|
| non-competitive pieces are included
| |
| | 16. Media Solutuion Services (Atlanta,
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| together in one package.
| |
| | GA); (770) 955-3535
|
| Here's a photo of the inserts that came
| |
| | 17. MKTG Services (Newtown, PA); (215)
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| in the Omaha Steaks package I received.
| |
| | 968-5020
|
| As you can see, there are only three
| |
| | 18. Our Tribe Marketing (New York, NY);
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| inserts from thesecompanies:
| |
| | (212) 462-0036
|
| 1. Hawthorne Village (model trains)
| |
| | 19. Pihera Advertising Associates
|
| 2. Discover (credit cards)
| |
| | (Lebanon, OH); (513)
|
| 3. Select Comfort (beds)
| |
| | 932-5649
|
| Here's Why You Should Consider Using a
| |
| | 20. ProForma PrintNet (Marina, CA); (323)
|
| PIP Advertising
| |
| | 692-9200
|
| Program in Your Marketing Mix
| |
| | 21. Right Lane Media (Saint Paul, MN);
|
| 1. You get the power of direct mail at
| |
| | (877) 412-3200
|
| about 20% ofwhat you'd normally pay for a
| |
| | 22. Select Publishing (Madison, WI);
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| direct mail campaign.
| |
| | (608) 277-5787
|
| 2. You can target specific niche markets
| |
| | 23. The American Mailshop (Sioux Falls,
|
| and consumersegments.
| |
| | SD); (605) 338-4004
|
| 3. You can target people by the way that
| |
| | 24. The Media Organization (Woodbury,
|
| they buy (i.e.mail order buyers, phone
| |
| | NY); (516) 496-2577
|
| order buyers, television orderbuyer
| |
| | 25. Tobin Productions (New York, NY);
|
| etc.).
| |
| | (212) 727-1500
|
| 4. You get category exclusivity in the
| |
| | 26. VentureDirect Worldwide (New York,
|
| mailing (i.e. nocompeting offers to worry
| |
| | NY); (212) 684-4800
|
| about).
| |
| | 27. Vis/Aid Marketing (Inglewood, CA);
|
| 5. Your offer gets an implied endorsement
| |
| | (310) 399-0696
|
| from thecompany mailing the package.
| |
| | 28. Walter Karl, Inc. (Pearl River, NY);
|
| I'm not saying that you should base your
| |
| | (914) 620-0700
|
| entire marketing program on insert media.
| |
| | 29. (Hot Springs, AR); (501) 627-0817
|
| What I'm saying is that using inserts can
| |
| | 30. Worldshop (Grand Rapids, MI); (616)
|
| be a good compliment to how you're
| |
| | 957-0555
|
| already advertising your product or
| |
| | ____________
|
| service.
| |
| | Conclusion
|
| With the shrinking list market, package
| |
| | ____________
|
| inserts are a good alternative way to
| |
| | Getting Eric's gift from Omaha Steaks
|
| prospect for qualified leads. It's hard
| |
| | reminded me just how powerful a Package
|
| for companies, I think, to rule it out.
| |
| | Insert Program can be. And package insert
|
| ________________________________________
| |
| | programs are just one type of alternative
|
| _____________
| |
| | media.
|
| Here's a Few Tips to Get the Most Out of
| |
| | There are many types of alternative media
|
| PIP Programs
| |
| | to choose from to reach your target
|
| ________________________________________
| |
| | market:
|
| _____________
| |
| | Ride-Alongs
|
| Tip # 1
| |
| | Co-op Mailings
|
| Be very careful of how you pick a PIP
| |
| | Statement Stuffers
|
| program. It's muchlike picking a mailing
| |
| | Sampling Programs
|
| list. You have to pick a PIP program that
| |
| | Card Deck Mailing
|
| is reaching people who are good prospects
| |
| | Catalog Bind-Ins/Blow-Ins
|
| for your product or service.
| |
| | Newspaper Inserts
|
| Make sure you set aside some time to sit
| |
| | Supermarket take-one racks
|
| with your brokerto identify the
| |
| | It's wise to work with an experienced
|
| characteristics of the programs that
| |
| | broker whounderstands the industry and
|
| work.
| |
| | can help guide you through to successful
|
| Then find plans that share these
| |
| | campaigns.
|
| characteristics, and put a plan in place
| |
| | The broker doesn't cost you anything. The
|
| to test them.
| |
| | company offeringthe insert media pays the
|
| Tip # 2
| |
| | broker so you'd be silly not towork with
|
| Alternatively, with your broker, identify
| |
| | an experienced broker.
|
| potentialprograms NOT on the market that
| |
| | Now, if you'll excuse me, I have to get
|
| may accept your insert.
| |
| | back to eating oneof my Omaha steaks!
|
