Using Alternative Media to Generate More Customers

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Using Alternative Media to Generate More Customers

Using Alternative Media to Generate More				want my prospectto do when they get my
Customers				insert?" Then put that in yourheadline.

				Tip # 4

Last week I received a very nice thank you				Make sure that you are utilizing the maximum
gift from afriend of mine, Eric Ruth, who is				allowable sizeof insert.
arguably the number one marketing coach to
the personal fitness trainer industry.				Tip # 5

Eric, asked if he could interview me about a				Make sure that it is easy to respond (this
specific topicand I agreed.				should gowithout saying). And use free offers
				to generate leads.
After it was done, Eric sent me a bunch of
filet mignonsteaks from Omaha Steaks (Thanks				Tip # 6
Eric).
				Make it clear why your insert is riding along
But the steaks are not what this article is				inside the package. You need to link your
about.				copy into the relationship that already
				exists between the company offering the PIP
It's what was inside the Omaha Steaks box				and your product or service.
that I want totalk to you about.
				For instance, a Home Depot insert that went
You see, two things came with the steaks. One				to newhomeowners said, "You've just moved
was a Omaha Steaks cookbook.				in..."

The cookbook not only contained recipes but				Tip # 7
also a bunch of bounceback special offers.
				Always have new offers and new creative ready
Each of these offers were specifically				to go. After awhile, if the PIP program is a
designed to get youto call Omaha Steaks up				regularly shipped item, people get tired of
and order more steaks.				seeing the same old ad. So you need to mix it
				up once in awhile.
And Here Was the Second Thing that Was In the
Omaha Steaks Box...				Tip # 8

The second thing was a blue envelope that				If you've been successful with one PIP
said, "Don't Miss				program then test afew more.

Out - Special Offers from Americas Favorite				____________________________________________
Companies."				_________

Here's what they looked like:				Here Is a Comprehensive List of PIP Program
				Managers
The contents of the blue envelope included
what is known inthe marketing industry as,				____________________________________________
"package insert."				_________

_____________________				Leon Henry practically invented the package
				insertbusiness. They still have the largest
Package Inserts 101				and perhaps the most experienced PIP brokers
				in the industry.
_____________________
				Leon Henry, Inc.
Package inserts are basically advertisements
that getinserted into packages that are being				200 North Central Avenue Suite 220
sent out from various vendors.
				Hartsdale, NY 10530-1940
For instance, in this case, Omaha Steaks
sends thousands of boxes to its customers. It				Phone: (914) 285-3456
sells space in its boxes to other companies
who want to advertise to Omaha Steaks				Fax: (914) 285-3450
customers. This is called a "Package Insert
Program" or PIP for short.				E-Mail: Web Address:

There are thousands of PIP program offered by				Here are several other PIP management
manycompanies. Here are just a sampling of				companies.
the type ofcompanies that provide PIP
programs:				1. AM/Direct (Peterborough, NH); (603)
				924-9262
Amazon
				2. American Marketing Network (New York, NY);
American Stationary				(212)

Divers Direct				243-8065

Crafts Enthusiasts				3. AMG Global (Redbank, NJ); (732) 741-0585

Global Industrial Equipment				4. Atrium Marketing Group (Chicago, IL);
				(312) 733-3383,ext. 36
Kingfisher Maps
				5. Bernice Bush Co. (Irvine, CA); (949)
Mantis Gardening Tools				752-4210

Pitney Bowes				6. BrightStar Marketing (Lake Bluft, IL);
				(880) 700-7483
Speed Gear
				7. D-J Associates (Ridgefield, CT); (203)
Toyfare				431-8777

Vitamin World				8. DK Group (Hillsdale, NJ); (201) 358-6100

Zoysia Grass Plugs				9. Edith Roman Associates (Pearl River, NY);
				(845) 620-9000
If the profile of your target customer
matches the profileof the customers that				10. Effective Mailers (Roseville, MI); (248)
these companies sell to then youmight				588-9880
consider a PIP advertising program with them.
				11. Everyday Media (New York, NY); (212)
The going rate for package inserts averages				481-7300
around $60 per thousand packages. What this
means is that you pay $60 and your insert				12. Gage Marketing Services (Minneapolis,
will be sent out with 1,000 packages.				MN); (612)

This relatively cheap when you consider that				595-3862
renting a listfor a solo mailing might cost
anywhere from $100 to $250per thousand names.				13. GTE Directories Direct Delivery (Tampa,
				FL); (813)
On the other hand, the response rates for
inserts are much lower than direct mail. An				664-5400
acceptable response rate used for PIP
programs are typically measured in tenths of				14. IDG Communications List Services
a percent vs. the 2-5 percent return of solo				(Framingham, MA); 1-888-IDG-LIST
direct mailings.
				15. List Services Corporation (Bethel, CT);
The number of inserts in a package can vary				(203) 743-2600
from four toeight. Generally, only
non-competitive pieces are included together				16. Media Solutuion Services (Atlanta, GA);
in one package.				(770) 955-3535

Here's a photo of the inserts that came in				17. MKTG Services (Newtown, PA); (215)
the Omaha Steaks package I received.				968-5020

As you can see, there are only three inserts				18. Our Tribe Marketing (New York, NY); (212)
from thesecompanies:				462-0036

1. Hawthorne Village (model trains)				19. Pihera Advertising Associates (Lebanon,
				OH); (513)
2. Discover (credit cards)
				932-5649
3. Select Comfort (beds)
				20. ProForma PrintNet (Marina, CA); (323)
Here's Why You Should Consider Using a PIP				692-9200
Advertising
				21. Right Lane Media (Saint Paul, MN); (877)
Program in Your Marketing Mix				412-3200

1. You get the power of direct mail at about				22. Select Publishing (Madison, WI); (608)
20% ofwhat you'd normally pay for a direct				277-5787
mail campaign.
				23. The American Mailshop (Sioux Falls, SD);
2. You can target specific niche markets and				(605) 338-4004
consumersegments.
				24. The Media Organization (Woodbury, NY);
3. You can target people by the way that they				(516) 496-2577
buy (i.e.mail order buyers, phone order
buyers, television orderbuyer etc.).				25. Tobin Productions (New York, NY); (212)
				727-1500
4. You get category exclusivity in the
mailing (i.e. nocompeting offers to worry				26. VentureDirect Worldwide (New York, NY);
about).				(212) 684-4800

5. Your offer gets an implied endorsement				27. Vis/Aid Marketing (Inglewood, CA); (310)
from thecompany mailing the package.				399-0696

I'm not saying that you should base your				28. Walter Karl, Inc. (Pearl River, NY);
entire marketing program on insert media.				(914) 620-0700
What I'm saying is that using inserts can be
a good compliment to how you're already				29. (Hot Springs, AR); (501) 627-0817
advertising your product or service.
				30. Worldshop (Grand Rapids, MI); (616)
With the shrinking list market, package				957-0555
inserts are a good alternative way to
prospect for qualified leads. It's hard for				____________
companies, I think, to rule it out.
				Conclusion
____________________________________________
_________				____________

Here's a Few Tips to Get the Most Out of PIP				Getting Eric's gift from Omaha Steaks
Programs				reminded me just how powerful a Package
				Insert Program can be. And package insert
____________________________________________				programs are just one type of alternative
_________				media.

Tip # 1				There are many types of alternative media to
				choose from to reach your target market:
Be very careful of how you pick a PIP
program. It's muchlike picking a mailing				Ride-Alongs
list. You have to pick a PIP program that is
reaching people who are good prospects for				Co-op Mailings
your product or service.
				Statement Stuffers
Make sure you set aside some time to sit with
your brokerto identify the characteristics of				Sampling Programs
the programs that work.
				Card Deck Mailing
Then find plans that share these
characteristics, and put a plan in place to				Catalog Bind-Ins/Blow-Ins
test them.
				Newspaper Inserts
Tip # 2
				Supermarket take-one racks
Alternatively, with your broker, identify
potentialprograms NOT on the market that may				It's wise to work with an experienced broker
accept your insert.				whounderstands the industry and can help
				guide you through to successful campaigns.
Tip # 3
				The broker doesn't cost you anything. The
Use large, bold type and a strong, simple				company offeringthe insert media pays the
offer on yourinsert. All the rules that apply				broker so you'd be silly not towork with an
in creating a compellingspace ad also apply				experienced broker.
in creating a compelling insert.
				Now, if you'll excuse me, I have to get back
Ask yourself, "What is it, exactly, that I				to eating oneof my Omaha steaks!

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Using Alternative Media to Generate More Customers

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