Effective insert planning tips The Basics

Aldona Cornish, All Response Media

Inserts??! I don’t respond to inserts –

I just throw them in the bin!!

With billions of items inserted every year the “lowly” insert is not lowly at all!

• Highly responsive • Incredibly accountable • Represents a very cost

effective route to market

1. Planning a campaign

2. Timings

3. Integrating inserts with other media

4. Tracking the campaign

Today

How do I get started?

THE BRIEF

1. Target market

2. Budget

3. KPIs

4. Campaign timings

5. The offer

6. Format

7. Regionality

ABC1 adults aged 25-44

£85,000

8,500 registrations

Q1 2015

15% off first order

A5, 2pp

London, South, South West & Mids

Considerations for title selection

Customer Base

TGI

Insert Format

Core / Test

Historical Results

Potential Candidates

IS THE TITLE A

“KNOWN”

RESPONDER

% SPLITS

NAT. PRESS

MAGS

3rd PARTY

REGIONAL

DOOR TO DOOR

BUILD

COMPREHENSIVE

VIEW OF TARGET

AUDIENCE

GEODEMOGRAPHIC

PROFILING

SELECTION

PROCESS

The role of national press 1. High frequency

2. High volume / Roll-out potential

3. Volume driving

4. Large coverage

5. National reach

6. With regional possibilities

7. Established brands

The role of magazines 1. Highly targeted

2. Genre specific

3. Relevant advertising is valued

4. Diverse selection

5. Volume driving

6. Regional possibilities

7. Trusted brands

The role of 3rd party

1. Highly targeted

2. Delivered to home

3. Receptive audience

4. Demographic focus

5. Responsive

6. Personally addressed

7. Piggy-back existing relationship

The role of regional press

1. Localised

2. Targeted

3. National upweight

4. Low duplication

5. Retail support

6. Sales support

Other considerations for title selection

• Cost of title

• Responsiveness of title

• Roll-out potential

• Role: volume driving or efficiency driving

• Regional targeting

• Format restrictions

• Historical results – either client’s or agency’s

Formats

• Pagination: Identify campaign objective

• Size

• Weight

• Paper stock

• Limitations of candidate list

Website registration: 2pp

Insurance quote: 2pp - 4pp

Fashion brand: 8pp

Homewares: 32pp

Small reductions in paper stock

can improve overall campaign

efficiency

Weight will impact insertions into

subs & 3rd party

Identify 1 x common size to

reduce production costs

Tips to maximise response

Test small volumes Use a wide range of titles

Regionality Run in core areas

Avoid wastage Circulation vs. print run ratio

Subs.vs Newsstand Test both

Format / creative Test variations

1-stage vs. 2-stage Ave. 50% more response with 2-stage*

*DMA Inserts Council

Bringing the brief to life

THE BRIEF

1. Target market

2. Budget

3. KPIs

4. Campaign timings

5. The offer

6. Format

7. Regionality

ABC1 adults aged 25-44

£85,000

8,500 registrations

Q1 2015

15% off first order

A5, 2pp

London, South, South West & Mids

MAGAZINES 3rd PARTY NATIONAL PRESS 50k – 100k insertions

80% CORE 20% TEST

REGIONAL BIAS (where possible)

CREATIVE “A” CREATIVE “B”

PRODUCTION

Timings

• Due to production lead times tend to be longer with insert activity

• Typically delivery deadlines are as follows: – Newspapers / supps: 7-10 days prior to insertion

– Regional press: 7-10 days prior to insertion

– Doordrops: 2 weeks prior

– Magazines: 2 -3 weeks prior

– 3rd party: 4 weeks prior

Integrating inserts

Use inserts to add balance & reach to your

digital campaigns

Use inserts to incite action from high impact

sponsorships

Use inserts to enhance DRTV campaigns &

provide more information

Tracking response

• Code allocation has long been a traditional method to track insert response – Depends on the demographic whether they’ll use it – 50+ responders greater propensity to input code

• Younger responders can be encouraged to input codes if they feel they’re “getting something in return”

• Ensure all codes are allocated correctly

• Far more response being driven online – ensure it’s been accounted for!

Summary

• Consumers respond to inserts

• Easily compliment other media activity

• Highly targeted with huge roll-out potential

• Careful planning = successful campaign

• Tracking is key

• Test, test and test again