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Using Alternative Media to Generate More Customers

Using Alternative Media to Generate MoreTip # 3
CustomersUse large, bold type and a strong,
simple offer on yourinsert. All the
Last week I received a very nice thankrules that apply in creating a
you gift from afriend of mine, Ericcompellingspace ad also apply in
Ruth, who is arguably the number onecreating a compelling insert.
marketing coach to the personal fitnessAsk yourself, "What is it, exactly, that
trainer industry.I want my prospectto do when they get my
Eric, asked if he could interview meinsert?" Then put that in yourheadline.
about a specific topicand I agreed.Tip # 4
After it was done, Eric sent me a bunchMake sure that you are utilizing the
of filet mignonsteaks from Omaha Steaksmaximum allowable sizeof insert.
(Thanks Eric).Tip # 5
But the steaks are not what this articleMake sure that it is easy to respond
is about.(this should gowithout saying). And use
It's what was inside the Omaha Steaksfree offers to generate leads.
box that I want totalk to you about.Tip # 6
You see, two things came with theMake it clear why your insert is riding
steaks. One was a Omaha Steaks cookbook.along inside the package. You need to
The cookbook not only contained recipeslink your copy into the relationship
but also a bunch of bounceback specialthat already exists between the company
offers.offering the PIP and your product or
Each of these offers were specificallyservice.
designed to get youto call Omaha SteaksFor instance, a Home Depot insert that
up and order more steaks.went to newhomeowners said, "You've just
And Here Was the Second Thing that Wasmoved in..."
In the Omaha Steaks Box...Tip # 7
The second thing was a blue envelopeAlways have new offers and new creative
that said, "Don't Missready to go. After awhile, if the PIP
Out - Special Offers from Americasprogram is a regularly shipped item,
Favorite Companies."people get tired of seeing the same old
Here's what they looked like:ad. So you need to mix it up once in
The contents of the blue envelopeawhile.
included what is known inthe marketingTip # 8
industry as, "package insert."If you've been successful with one PIP
_____________________program then test afew more.
Package Inserts 101_______________________________________
___________________________________
Package inserts are basicallyHere Is a Comprehensive List of PIP
advertisements that getinserted intoProgram Managers
packages that are being sent out from_______________________________________
various vendors.______________
For instance, in this case, Omaha SteaksLeon Henry practically invented the
sends thousands of boxes to itspackage insertbusiness. They still have
customers. It sells space in its boxesthe largest and perhaps the most
to other companies who want to advertiseexperienced PIP brokers in the industry.
to Omaha Steaks customers. This isLeon Henry, Inc.
called a "Package Insert Program" or PIP200 North Central Avenue Suite 220
for short.Hartsdale, NY 10530-1940
There are thousands of PIP programPhone: (914) 285-3456
offered by manycompanies. Here are justFax: (914) 285-3450
a sampling of the type ofcompanies thatE-Mail: Web Address:
provide PIP programs:Here are several other PIP management
Amazoncompanies.
American Stationary1. AM/Direct (Peterborough, NH); (603)
Divers Direct924-9262
Crafts Enthusiasts2. American Marketing Network (New York,
Global Industrial EquipmentNY); (212)
Kingfisher Maps243-8065
Mantis Gardening Tools3. AMG Global (Redbank, NJ); (732)
Pitney Bowes741-0585
Speed Gear4. Atrium Marketing Group (Chicago, IL);
Toyfare(312) 733-3383,ext. 36
Vitamin World5. Bernice Bush Co. (Irvine, CA); (949)
Zoysia Grass Plugs752-4210
If the profile of your target customer6. BrightStar Marketing (Lake Bluft,
matches the profileof the customers thatIL); (880) 700-7483
these companies sell to then youmight7. D-J Associates (Ridgefield, CT);
consider a PIP advertising program with(203) 431-8777
them.8. DK Group (Hillsdale, NJ); (201)
The going rate for package inserts358-6100
averages around $60 per thousand9. Edith Roman Associates (Pearl River,
packages. What this means is that youNY); (845) 620-9000
pay $60 and your insert will be sent out10. Effective Mailers (Roseville, MI);
with 1,000 packages.(248) 588-9880
This relatively cheap when you consider11. Everyday Media (New York, NY); (212)
that renting a listfor a solo mailing481-7300
might cost anywhere from $100 to $250per12. Gage Marketing Services
thousand names.(Minneapolis, MN); (612)
On the other hand, the response rates595-3862
for inserts are much lower than direct13. GTE Directories Direct Delivery
mail. An acceptable response rate used(Tampa, FL); (813)
for PIP programs are typically measured664-5400
in tenths of a percent vs. the 2-514. IDG Communications List Services
percent return of solo direct mailings.(Framingham, MA); 1-888-IDG-LIST
The number of inserts in a package can15. List Services Corporation (Bethel,
vary from four toeight. Generally, onlyCT); (203) 743-2600
non-competitive pieces are included16. Media Solutuion Services (Atlanta,
together in one package.GA); (770) 955-3535
Here's a photo of the inserts that came17. MKTG Services (Newtown, PA); (215)
in the Omaha Steaks package I received.968-5020
As you can see, there are only three18. Our Tribe Marketing (New York, NY);
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 a20. ProForma PrintNet (Marina, CA);
PIP Advertising(323) 692-9200
Program in Your Marketing Mix21. 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 for22. Select Publishing (Madison, WI);
a direct mail campaign.(608) 277-5787
2. You can target specific niche markets23. The American Mailshop (Sioux Falls,
and consumersegments.SD); (605) 338-4004
3. You can target people by the way that24. The Media Organization (Woodbury,
they buy (i.e.mail order buyers, phoneNY); (516) 496-2577
order buyers, television orderbuyer25. Tobin Productions (New York, NY);
etc.).(212) 727-1500
4. You get category exclusivity in the26. VentureDirect Worldwide (New York,
mailing (i.e. nocompeting offers toNY); (212) 684-4800
worry about).27. Vis/Aid Marketing (Inglewood, CA);
5. Your offer gets an implied(310) 399-0696
endorsement from thecompany mailing the28. Walter Karl, Inc. (Pearl River, NY);
package.(914) 620-0700
I'm not saying that you should base your29. (Hot Springs, AR); (501) 627-0817
entire marketing program on insert30. Worldshop (Grand Rapids, MI); (616)
media. What I'm saying is that using957-0555
inserts can be a good compliment to how____________
you're already advertising your productConclusion
or service.____________
With the shrinking list market, packageGetting Eric's gift from Omaha Steaks
inserts are a good alternative way toreminded me just how powerful a Package
prospect for qualified leads. It's hardInsert Program can be. And package
for companies, I think, to rule it out.insert programs are just one type of
_______________________________________alternative media.
______________There are many types of alternative
Here's a Few Tips to Get the Most Out ofmedia to choose from to reach your
PIP Programstarget market:
_______________________________________Ride-Alongs
______________Co-op Mailings
Tip # 1Statement Stuffers
Be very careful of how you pick a PIPSampling Programs
program. It's muchlike picking a mailingCard Deck Mailing
list. You have to pick a PIP programCatalog Bind-Ins/Blow-Ins
that is reaching people who are goodNewspaper Inserts
prospects for your product or service.Supermarket take-one racks
Make sure you set aside some time to sitIt's wise to work with an experienced
with your brokerto identify thebroker whounderstands the industry and
characteristics of the programs thatcan help guide you through to successful
work.campaigns.
Then find plans that share theseThe broker doesn't cost you anything.
characteristics, and put a plan in placeThe company offeringthe insert media
to test them.pays the broker so you'd be silly not
Tip # 2towork with an experienced broker.
Alternatively, with your broker,Now, if you'll excuse me, I have to get
identify potentialprograms NOT on theback to eating oneof my Omaha steaks!
market that may accept your insert.



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