INSERT MEDIA 101 | TEST STRATEGY

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Planning Steps

In addition to making a final decision on the product, the most critical planning step is allocating a budget. Without some firm numbers in mind, there is the potential of "wheel spinning" with the result of no traction to move the product forward. We have included a proposed test budget and analysis in this proposal.

Considerations:

• Picking the types of programs to be tested (On-Page, Co-ops, FSIs etc.) For each type of program, a creative will have to be available. (Some may be just size modifications; others may need to be more extensive.)
• For Co-ops and Package Insert Programs, not only will creative be needed, but offers or inserts will need to be printed. Small quantities will have a higher unit cost, than larger quantities.
• The inserts will have to be freighted from the printer to the collation house for Co-ops and Package Insert Programs. In some case, small test quantities can be sent by ground service via a commercial carrier. SDMi can obtain very competitive pricing on "less than truckload" (LTL) shipments.
• Some new advertisers to the industry may be asked, by the program owners, for pre-payment on the distribution space. However when working with a known and reputable broker, the program owner may ask the broker to guarantee payment rather than seeking pre-payment.

Timelines:

• For On-Page Programs such as the FSIs and shared mail, insertion orders (arrangements for placement) usually are done six weeks before the issue date. Creative must be available at the time of placement.
• For Co-ops and Package Insert Programs, the printed inserts must delivered about a month ahead of the drop month so that they can be collated into an envelope for efficient insertion into the program.
• It is prudent to allow for two to three weeks for printing of the inserts, once the creative is available.

How we can help you though the testing process.

Discussing test budgets is usually a reality check: it means verbalizing what the product owner is willing to invest to drive future sales. Like any business venture, you have to know the risks and rewards.

There are many areas with which we can assist you. That is our business.

For example, besides consulting on the creative (the consulting is part of our service), we can assist you in the developing the creative itself (depending on what needs to be done copywriting, photography, etc.). The process can be started from conceiving the offer to the delivery of final artwork to the printer.

Most importantly, we can help analyze the results, setting up the spreadsheets and all the elements for consideration. To do this effectively, we must have an understanding of your costs and margins. No meaningful analysis can be done without them.

As you might guess, there is a great deal of time spent developing a new client to bring to the industry. We assist as much as you allow us: we look for long-term relationships and realize that being there for the client in the testing phase in the only way to achieve that.