INSERT MEDIA DEFINITIONS

Insert Media vehicles can take many forms. Here are the most typical types.

Package Insert Programs

Packages carry a high rate of awareness since the package contains purchased product and is guaranteed to be opened. read more

Statement Insert Programs

Statements are also an implied endorsement program. They can be hosted by a bank, utility, cable TV, cellular provider, and other services.read more

Customer Mailings/Ride Alongs

By definition, this is a mailing to an existing customer offering them additional products or services or perhaps a thank you or welcome. This customer has proven to have purchased via the mail at least once from this company. read more

Co-ops

This mailing combines inserts from a group of non-competitive advertisers riding together in typically a 6x9 envelope. Mailing volume is usually high and can mail as a mass mailing in zip code saturation or can be targeted via a theme such as read more

Mass Market Mailings

These are zip code, SCF or geographic designed mailings to a mass market. They can provide opportunities for on page advertising on slightly better than newspaper quality paper as well as provide opportunities for inserts. These mailings do well for geographic selections including the more rural read more

Newspaper - FSIs (Free Standing Inserts)

Inserts are accepted into a Sunday paper or Wednesday coupon section. These inserts can be placed solo into the newspaper or run in an FSI which is then placed into the newspaper. An FSI (free standing insert), is a cooperative, full-color, multi-page flyer offering local, regional and national read more

Catalog Blow Ins/Bind Ins

Catalogs offer a high volume distribution to a proven audience of buyers since the catalog is only mailed to the house file. A Blow In is an insert "blown" into the catalog during printing and a Bind In isread more

Sample Pack

Sample packs are usually hand delivered for free to specific groups or markets. The packs contain samples, inserts, coupons and other items targeting this group. Rate card pricing is usually $20/M to $40/M. Statements are also an implied endorsement program. They can be hosted by read more

Take Ones

Take Ones are slots holding a stack of inserts at a heavy traffic consumer area such as a supermarket. Note the board at the entrance of the supermarket or on the check out counter at certain stores or information centers. Costs can vary from $2.50/M to $1.00/M.

Space Advertising

Space advertising is usually meant to cover magazine or similar publications allowing on page advertising. Pricing can be expensive and some magazines insist on full circulation to be taken. Not all offer exclusivity read more

Card Decks

As the name implies, this "deck" carries similarly sized cards, usually 3"x 5" printed by the host and enclosed in a closed wrapping for shipment to a targeted audience. The cards are mostly business reply cards but the deck can also contain some direct mail read more

Envelope Advertising

Don't miss the opportunity to get top visibility by running your ad on the back of a statement's payment envelope or a Package Insert Program's/Ride Along/Co-op's collated envelope. This puts your ad in the eye of the consumer prior to any of the ads inside and for less money read more

Insert Media Brokerage

What is Insert Media?

Insert Media is simply defined as an advertising medium that uses pre-existing distribution systems, such as billing statements, customer order packages, or newspapers, to circulate inserts, mini-catalogs, or multimedia CDs. Increasingly, direct marketers are using inserts as a cost-effective channel for acquiring customers.

What are the advantages of using Insert Media?

There are many advantages to using Insert Media including: low cost, high open rates, implied endorsement, and ability to target and ability to track.

Cost-effectiveness-Insert Media is a fraction of the cost of solo direct mail.

High open rates-Since the mail or package containing the insert is arriving from a known and expect source, the open rate is high. This makes it very likely that the advertising insert will be seen.

Implied endorsement-The advertiser receives an implied endorsement from the company sending the mail or packages. Since the mailing company is often a trusted source, the advertiser inherits immediate credibility with the recipient.

Ability to target-Insert Media programs have the ability to target mail-order buyers, credit-worthy prospects, or other demographic profiles. A good Insert Media broker will research opportunities that target the desired prospective buyer.

Ability to track-Inserts can be key-coded to track responsiveness in each Insert Media program that is used. This will allow the advertiser to calculate each program's return and help refine future media placements.

Can I reach prospects with Insert Media that I can't with a traditional list?

Yes. Many catalogers, banks, and utility companies do not sell their customer list because of their commitment to privacy. Insert Media still protects privacy because the customer can choose with whom they share their personal information with.

What will an Insert Media broker do for me?

An Insert Media broker is an expert in researching and negotiating Insert Media opportunities. With over 1300 insert media programs on the market, having a professional with the knowledge to quickly determine which programs will have the most probability of success will save vital time.

The broker will also coordinate all logistics pertaining to the shipping, insertion, and status of your advertising inserts.

Stanton Direct Marketing brokerage services include all of the following aspects:

Research and recommend media to fit the demographics of the client's target.

Establish an overall Insert Media strategy and budget.

Negotiate pricing on recommended media

Coordinate all aspects of the order (shipping, status, etc.)

Follow-up and track all placements

Verify distribution of inserts as contracted

Assist with assessment of results

As common in the media-buying industry, the broker earns commission by the owner of the Insert Media program in which the media is place. This protects your interest as the client because the broker is truly motivated to find media opportunities that work.

Other than the cost of placement, costs are associated with Insert Media?

The other two out of pocket costs to consider are the printing and freight of the inserts. In both cases, Stanton Direct can recommend vendors that have very competitive pricing for both services.

How will my cost change as placement circulation increases?

In every aspect of Insert Media cost will proportionally decrease as the quantity increases, particularly with placement fees and printing costs. Depending on the circulation quantity, the savings can be significant.

Why Stanton Direct Marketing?

Stanton Direct Marketing is one of a few companies that specialize exclusively with Insert Media. This specialization keeps us in touch with other in the industry on a daily basis, allowing Stanton Direct to be among the first to hear of new opportunities.

Al Stanton, the company's founder, has over thirty years of experience in direct marketing and is recognized by the DMA as a pioneer of Insert Media.

Many of Stanton Direct Marketing's key people have years of experience in corporate marketing roles with P&L responsibilities. This experience gives SDMi insightful understanding to many of our client's objectives.

Can my company use its mailings to exchange space with other Insert Media Users?

Yes. If your company regularly mails statements, packages, or orders to your customers, there could be an opportunity to use that resource to exchange Insert Media space with other mailing companies. There are some Insert Media programs on the market that look specifically for exchange opportunities.

What is my next step?

The next step be can a brief conference call to give us clearer picture of your product, target prospect, and how Insert Media would fit into your marketing mix.

Then, Stanton Direct Marketing will create a strategy for preliminary testing.

There is no obligation for a tailored Insert Media proposal. Our objective is to prove to you that Insert Media does work - and that it can work for your company.