Insert Media Management
Stanton Direct Marketings Insert Media Management Division matches selected third party advertisers with companies that have regular mail and package distribution. A number of companies such as direct retailers, catalogers, and banks allow third party, non-competitive adverting inserts into their out going mail as a means of adding bottom line revenue Stanton Direct handles every aspect a insert program management including, submitting quality advertisers and offers for approval, negotiating rates, promoting the program to the market place, coordinate delivery and coordination of inserts to the mailing or fulfillment location, and collection of payment.
Our years in the industry and daily contact with industry brokers and advertisers allow us to introduce a new Insert Media program to the marketplace with extreme efficiency and speed.
Some of the frequently asked questions below will provide a better understanding of this service.
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 is the main benefit from being an Insert Media program owner?
Using "unused" weight in customer mailings and package shipments in is an easy way of creating a revenue stream.
Insert Media program owners having been using their programs to produce significant bottom-line revenue without any risk of capital.
How much revenue can my insert program make?
The revenue potential of an Insert Media program will depend on the number of annual mailings, the number of inserts that could be included in a mailing, and the demographics of your customers.
Stanton Direct can analyze the specifics of your company's mailing patterns to project the expected revenue potential.
Why would third-party advertisers be interested in my company's Insert Media program?
Advertisers see many advantages in using Insert Media including: low cost, high open rates, implied endorsement, and ability to target and ability to track.
Will having an Insert Program protect my customer's privacy?
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.
Will having an Insert Media program take up staff resources?
No, not necessarily. The purpose of having an Insert Media program manager is that any program logistics can be handled without adding work to your team.
Stanton Direct Marketing allows you, the program owner, to have as little - or as much - involvement in the operation of the program. Most program owners choose to simply approved proposed advertisers and collect the revenue, letting Stanton Direct do the rest.
Our program management services include:
How much control do I have in controlling what advertisers are in my insert program?
Absolute control. Every advertiser that places an insert into a program will be approved by you first.
Even prior to considering an order for placement, Stanton Direct will submit a "clearance" that outlines who the advertiser is, the rate they are requesting and a sample of their insert. As the program owner, you reserve the right to decline any proposed advertiser for any reason.
What will my customers think when they receive these inserts?
Because third party inserts are usually included in most customer packages and statements that are mailed today, many of your customers will not notice anything out of the ordinary.
Actually, many of your customers will like receiving offers from synergistic third-party advertisers because the majority of these offers will be relevant to your customerıs buying habits.
What can my Insert Media program teach me about my customers?
Having an Insert Media Program can tell you a lot about your customers.
Such a program will offer an opportunity for you to see what other products and services your customers respond to. Such insight has given other Insert Media program owners a much better sense of who their customers are, as well as ideas for new product development.
Can I use my program to exchange insert space with other program owners?
Absolutely. Having a formal program on the market will provide a resource for your company to exchange insert space with other program owners with customers that fit your prospect target.
Sometimes, successful usage from another company's customer list will identify potential exchange them as a possible exchange partner.
What impact will an Insert Program has on my production or fulfillment?
Typically, very little impact. If you mail statements or catalogs, most printer and mailing services can integrate your insert program into production without added complexity.
If you mail Customer Order Packages, most inserts will be collated into an envelope, making it very easy to drop into a shipping carton during fulfillment.
Are there any out-of-pocket costs associated with being a program owner?
The program can be set-up so that there are no out of pocket costs for the program owner.
Program expenses may include: envelope printing, collation, and freight of insert material. Some program owners prefer to be billed for these expenses, while others prefer these expenses to be offset against incoming revenue.
What kind of mail volume do I need to start an insert program?
The volume will depend on the type of mailing, so the following guidelines will help determine the value of your mail resource.
For shipping customer orders, 250,000 annual packages is a reasonable starting point for building a program. For statements or other monthly mailings, 1,200,000 mail pieces a year is a good threshold. However, there may be exceptions if the mailing has a targeted affinity or covers a desirable geographic area.
Generally, many companies that place advertising inserts will not be interested in small mail volumes because of the nature of the business. Insert advertising is most profitable on a larger scale of economy, smaller volumes will typically not produce a sufficient return on an advertisers media investment.
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 companyıs 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 Marketingıs key people have years of experience in corporate marketing roles with P&L responsibilities. This experience gives SDMi insightful understanding to many of our clientıs objectives.
How does Stanton Direct Marketing make money when managing a program?
Stanton Direct simply retains 10% of the gross revenue amount on orders placed into the Insert Media Program.
This creates an incentive for us to produce as much revenue as possible for you, the program owner.
What is my next step?
The next step be can a brief conference call to give us clearer picture of what, how often, and how much your company mails.
Then, Stanton Direct Marketing will create a proposal showing how your program would fit in the marketplace, what kinds of advertisers would most likely be interested, and what the expected revenue will be.
There is no obligation for this proposal. Stanton Direct just wants the opportunity to show you the revenue-making opportunity that Insert Media can create for your company.