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