dma inserts nuts & bolts 2014 - aldona cornish slides
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DMA Inserts nuts & bolts 2014 - Aldona Cornish SlidesTRANSCRIPT
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Effective insert planning tips The Basics
Aldona Cornish, All Response Media
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Inserts??! I don’t respond to inserts –
I just throw them in the bin!!
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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
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1. Planning a campaign
2. Timings
3. Integrating inserts with other media
4. Tracking the campaign
Today
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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
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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
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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
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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
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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
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The role of regional press
1. Localised
2. Targeted
3. National upweight
4. Low duplication
5. Retail support
6. Sales support
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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
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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
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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
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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
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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
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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
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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!
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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