DMA Inserts nuts & bolts 2014 - Aldona Cornish Slides

1. Effective insert planning tips
The Basics
Aldona Cornish, All Response Media

2. Inserts??! I don’t
respond to inserts –
I just throw them
in the bin!!

3. 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

4. 1. Planning a campaign
2. Timings
3. Integrating inserts with other media
4. Tracking the campaign
Today

5. 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

6. 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

7. 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

8. 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

9. 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

10. The role of regional press
1. Localised
2. Targeted
3. National upweight
4. Low duplication
5. Retail support
6. Sales support

11. 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

12. 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

14. 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

15. 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

16. 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

17. 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

18. 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!

19. 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