| Using Alternative Media to Generate More | | | | Tip # 3 |
| Customers | | | | Use large, bold type and a strong, |
| | | | simple offer on yourinsert. All the |
| Last week I received a very nice thank | | | | rules that apply in creating a |
| you gift from afriend of mine, Eric | | | | compellingspace ad also apply in |
| Ruth, who is arguably the number one | | | | creating a compelling insert. |
| marketing coach to the personal fitness | | | | Ask yourself, "What is it, exactly, that |
| trainer industry. | | | | I want my prospectto do when they get my |
| Eric, asked if he could interview me | | | | insert?" Then put that in yourheadline. |
| about a specific topicand I agreed. | | | | Tip # 4 |
| After it was done, Eric sent me a bunch | | | | Make sure that you are utilizing the |
| 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 | | | | free offers to generate leads. |
| box that I want totalk to you about. | | | | Tip # 6 |
| You see, two things came with the | | | | Make 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 recipes | | | | link your copy into the relationship |
| but also a bunch of bounceback special | | | | that already exists between the company |
| offers. | | | | offering the PIP and your product or |
| 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 |
| And Here Was the Second Thing that Was | | | | moved in..." |
| In the Omaha Steaks Box... | | | | Tip # 7 |
| The second thing was a blue envelope | | | | Always have new offers and new creative |
| that said, "Don't Miss | | | | ready to go. After awhile, if the PIP |
| Out - Special Offers from Americas | | | | program 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 envelope | | | | awhile. |
| included what is known inthe marketing | | | | Tip # 8 |
| 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 |
| packages that are being sent out from | | | | _______________________________________ |
| various vendors. | | | | ______________ |
| For instance, in this case, Omaha Steaks | | | | Leon Henry practically invented the |
| sends thousands of boxes to its | | | | package insertbusiness. They still have |
| customers. It sells space in its boxes | | | | the largest and perhaps the most |
| to other companies who want to advertise | | | | experienced PIP brokers in the industry. |
| to Omaha Steaks customers. This is | | | | Leon Henry, Inc. |
| called a "Package Insert Program" or PIP | | | | 200 North Central Avenue Suite 220 |
| for short. | | | | Hartsdale, NY 10530-1940 |
| There are thousands of PIP program | | | | Phone: (914) 285-3456 |
| offered by manycompanies. Here are just | | | | Fax: (914) 285-3450 |
| a 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) |
| Divers Direct | | | | 924-9262 |
| Crafts Enthusiasts | | | | 2. American Marketing Network (New York, |
| Global Industrial Equipment | | | | NY); (212) |
| Kingfisher Maps | | | | 243-8065 |
| Mantis Gardening Tools | | | | 3. AMG Global (Redbank, NJ); (732) |
| Pitney Bowes | | | | 741-0585 |
| Speed Gear | | | | 4. Atrium Marketing Group (Chicago, IL); |
| Toyfare | | | | (312) 733-3383,ext. 36 |
| Vitamin World | | | | 5. Bernice Bush Co. (Irvine, CA); (949) |
| Zoysia Grass Plugs | | | | 752-4210 |
| If the profile of your target customer | | | | 6. BrightStar Marketing (Lake Bluft, |
| matches the profileof the customers that | | | | IL); (880) 700-7483 |
| these companies sell to then youmight | | | | 7. 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 inserts | | | | 358-6100 |
| averages around $60 per thousand | | | | 9. Edith Roman Associates (Pearl River, |
| packages. What this means is that you | | | | NY); (845) 620-9000 |
| pay $60 and your insert will be sent out | | | | 10. Effective Mailers (Roseville, MI); |
| with 1,000 packages. | | | | (248) 588-9880 |
| This relatively cheap when you consider | | | | 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 |
| thousand names. | | | | (Minneapolis, MN); (612) |
| On the other hand, the response rates | | | | 595-3862 |
| for inserts are much lower than direct | | | | 13. GTE Directories Direct Delivery |
| mail. An acceptable response rate used | | | | (Tampa, FL); (813) |
| for PIP programs are typically measured | | | | 664-5400 |
| in tenths of a percent vs. the 2-5 | | | | 14. IDG Communications List Services |
| percent return 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, |
| together in one package. | | | | GA); (770) 955-3535 |
| Here's a photo of the inserts that came | | | | 17. MKTG Services (Newtown, PA); (215) |
| in the Omaha Steaks package I received. | | | | 968-5020 |
| As you can see, there are only three | | | | 18. 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 a | | | | 20. ProForma PrintNet (Marina, CA); |
| PIP Advertising | | | | (323) 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 | | | | 22. Select Publishing (Madison, WI); |
| a 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 | | | | NY); (212) 684-4800 |
| worry about). | | | | 27. Vis/Aid Marketing (Inglewood, CA); |
| 5. Your offer gets an implied | | | | (310) 399-0696 |
| endorsement from thecompany mailing the | | | | 28. Walter Karl, Inc. (Pearl River, NY); |
| package. | | | | (914) 620-0700 |
| I'm not saying that you should base your | | | | 29. (Hot Springs, AR); (501) 627-0817 |
| entire marketing program on insert | | | | 30. Worldshop (Grand Rapids, MI); (616) |
| media. What I'm saying is that using | | | | 957-0555 |
| inserts can be a good compliment to how | | | | ____________ |
| you're already advertising your product | | | | Conclusion |
| or service. | | | | ____________ |
| With the shrinking list market, package | | | | Getting Eric's gift from Omaha Steaks |
| inserts are a good alternative way to | | | | reminded me just how powerful a Package |
| prospect for qualified leads. It's hard | | | | Insert 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 of | | | | media to choose from to reach your |
| PIP Programs | | | | target market: |
| _______________________________________ | | | | Ride-Alongs |
| ______________ | | | | Co-op Mailings |
| Tip # 1 | | | | Statement Stuffers |
| Be very careful of how you pick a PIP | | | | Sampling Programs |
| program. It's muchlike picking a mailing | | | | Card Deck Mailing |
| list. You have to pick a PIP program | | | | Catalog Bind-Ins/Blow-Ins |
| that is reaching people who are good | | | | Newspaper Inserts |
| prospects for your product or service. | | | | Supermarket take-one racks |
| Make sure you set aside some time to sit | | | | It's wise to work with an experienced |
| with your brokerto identify the | | | | broker whounderstands the industry and |
| characteristics of the programs that | | | | can help guide you through to successful |
| work. | | | | campaigns. |
| Then find plans that share these | | | | The broker doesn't cost you anything. |
| characteristics, and put a plan in place | | | | The company offeringthe insert media |
| to test them. | | | | pays the broker so you'd be silly not |
| Tip # 2 | | | | towork with an experienced broker. |
| Alternatively, with your broker, | | | | Now, if you'll excuse me, I have to get |
| identify potentialprograms NOT on the | | | | back to eating oneof my Omaha steaks! |
| market that may accept your insert. | | | | |