DMA Inserts nuts & bolts 2014 - Aldona Cornish Slides
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Transcript of DMA Inserts nuts & bolts 2014 - Aldona Cornish Slides
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