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Casual Articles - Using Alternative Media to Generate More Customers
If you follow the prevailing logic of most modern companies, you will inevitably fall into this trap. Line extension is using an existing brand name or image and extending it to new products. Sounds like a good idea, right? Why not use the equity of your known brand to draw attention to a new product? The reason is that you tend to confuse customers as to what your brand means, and in the long run this strategy decreases overall market share.For example, in 1978 7UP was the lemon lime Uncola with a 5.7% share of the soda beverage market. Trying to capitalize on this significant market share, they created 7UP Gold, Cherry 7UP, and assorted diet versions. Logic would dictate that with a greater product offering they would have gained a greater share of the market. On the contrary, their sales plummeted to 4.2%. Line extensions confuse customers.Why do so many companies use line extensions if they tend to fail? I’m not really sure why they continue to ignore the data, but here are some possible reasons:• They don’t do their homework. If companies took the time to investigate the lack of success of line extensions by other bra
10. Effective Mailers (Roseville, MI); (248) 588-9880
11. Everyday Media (New York, NY); (212) 481-7300
12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862
13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400
14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST
15. List Services Corporation (Bethel, CT); (203) 743-2600
16. Media Solutuion Services (Atlanta, GA); (770) 955-3535
17. MKTG Services (Newtown, PA); (215) 968-5020
18. Our Tribe Marketing (New York, NY); (212) 462-0036
19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649
20. ProForma PrintNet (Marina, CA); (323) 692-9200
21. Right Lane Media (Saint Paul, MN); (877) 412-3200
22. Select Publishing (Madison, WI); (608) 277-5787
23. The American Mailshop (Sioux Falls, SD); (605) 338-4004
24. The Media Organization (Woodbury, NY); (516) 496-2577
25. Tobin Productions (New York, NY); (212) 727-1500
26. VentureDirect Worldwide (New York, NY); (212) 684-4800
27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696
28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700
29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817
30. Worldshop (Grand Rapids, MI); (616) 957-0555
____________
Conclusion ____________
Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.
There are many types of alternative media to choose from to reach your target market:
Ride-Alongs
Co-op Mailings
Statement Stuffers
Sampling Programs
Why can’t I find a job?If you’ve been asking yourself this question recently, trust me you’re not alone.Searching for a new job can be a difficult and frustrating task especially when you are out of work or when you are in a job you hate and want to escape.If you can’t find a job and are increasingly frustrated with your lack of results, let’s look at the possible reasons for this outcome: 1. You are not getting interviews: If you aren’t getting interviews, your resume and cover letter are not doing their jobs. Their job is to get you interviews. Either that, or you are applying for the wrong jobs. Your resume and cover letter need to sell you to the employer and show them why you are the best person for the job. Alternatively, are you applying for jobs you really have no chance of getting? If so, don’t waste your time or the time of the employer who might eventually have a job that suits you that you should be applying for.2. You are getting interviews but not job offers. If you are unable to close the deal in the interview process, look for possible problems: Are you coming across as too aggressive or laid bac
Eric, asked if he could interview me about a specific topic and I agreed.
After it was done, Eric sent me a bunch of filet mignon steaks from Omaha Steaks (Thanks Eric).
But the steaks are not what this article is about.
It's what was inside the Omaha Steaks box that I want to talk to you about.
You see, two things came with the steaks. One was a Omaha Steaks cookbook.
The cookbook not only contained recipes but also a bunch of bounceback special offers.
Each of these offers were specifically designed to get you to call Omaha Steaks up and order more steaks.
And Here Was the Second Thing that Was In the Omaha Steaks Box...
The second thing was a blue envelope that said, "Don't Miss Out - Special Offers from Americas Favorite Companies."
Here's what they looked like:
http://url123.com/5p2zq
The contents of the blue envelope included what is known in the marketing industry as, "package insert."
_____________________
Package Inserts 101 _____________________
Package inserts are basically advertisements that get inserted into packages that are being sent out from various vendors.
For instance, in this case, Omaha Steaks sends thousands of boxes to its customers. It sells space in its boxes to other companies who want to advertise to Omaha Steaks customers. This is called a "Package Insert Program" or PIP for short.
There are thousands of PIP program offered by many companies. Here are just a sampling of the type of companies that provide PIP programs:
Amazon
American Stationary
Divers Direct
Crafts Enthusiasts
Global Industrial Equipment
Kingfisher Maps
Mantis Gardening Tools
Pitney Bowes
Speed Gear
Toyfare
Vitamin World
Zoysia Grass Plugs
If the profile of your target customer matches the profile of the customers that these companies sell to then you might consider a PIP advertising program with them.
The going rate for package inserts averages around $60 per thousand packages. What this means is that you pay $60 and your insert will be sent out with 1,000 packages.
This relatively cheap when you consider that renting a list for a solo mailing might cost anywhere from $100 to $250 per thousand names.
On the other hand, the response rates for inserts are much lower than direct mail. An acceptable response rate used for PIP programs are typically measured in tenths of a percent vs. the 2-5 percent return of solo direct mailings.
The number of inserts in a package can vary from four to eight. Generally, only non-competitive pieces are included together in one package.
Here's a photo of the inserts that came in the Omaha Steaks package I received.
http://url123.com/5krn7
As you can see, there are only three inserts from these companies:
1. Hawthorne Village (model trains)
2. Discover (credit cards)
3. Select Comfort (beds)
Here's Why You Should Consider Using a PIP Advertising Program in Your Marketing Mix
1. You get the power of direct mail at about 20% of what you'd normally pay for a direct mail campaign.
2. You can target specific niche markets and consumer segments.
3. You can target people by the way that they buy (i.e. mail order buyers, phone order buyers, television order buyer etc.).
4. You get category exclusivity in the mailing (i.e. no competing offers to worry about).
5. Your offer gets an implied endorsement from the company mailing the package.
I'm not saying that you should base your entire marketing program on insert media. What I'm saying is that using inserts can be a good compliment to how you're already advertising your product or service.
With the shrinking list market, package inserts are a good alternative way to prospect for qualified leads. It's hard for companies, I think, to rule it out.
______________________________________________________
Here's a Few Tips to Get the Most Out of PIP Programs ______________________________________________________
Tip # 1
Be very careful of how you pick a PIP program. It's much like picking a mailing list. You have to pick a PIP program that is reaching people who are good prospects for your product or service.
Make sure you set aside some time to sit with your broker to identify the characteristics of the programs that work. Then find plans that share these characteristics, and put a plan in place to test them.
Tip # 2
Alternatively, with your broker, identify potential programs NOT on the market that may accept your insert.
Tip # 3
Use large, bold type and a strong, simple offer on your insert. All the rules that apply in creating a compelling space ad also apply in creating a compelling insert.
Ask yourself, "What is it, exactly, that I want my prospect to do when they get my insert?" Then put that in your headline.
Tip # 4
Make sure that you are utilizing the maximum allowable size of insert.
Tip # 5
Make sure that it is easy to respond (this should go without saying). And use free offers to generate leads.
Tip # 6
Make it clear why your insert is riding along inside the package. You need to link your copy into the relationship that already exists between the company offering the PIP and your product or service.
For instance, a Home Depot insert that went to new homeowners said, "You've just moved in..."
Tip # 7
Always have new offers and new creative ready to go. After awhile, if the PIP program is a regularly shipped item, people get tired of seeing the same old ad. So you need to mix it up once in awhile.
Tip # 8
If you've been successful with one PIP program then test a few more. ______________________________________________________
Here Is a Comprehensive List of PIP Program Managers ______________________________________________________
Leon Henry practically invented the package insert business. They still have the largest and perhaps the most experienced PIP brokers in the industry.
Leon Henry, Inc.
200 North Central Avenue Suite 220
Hartsdale, NY 10530-1940
Phone: (914) 285-3456
Fax: (914) 285-3450
E-Mail: lh@leonhenryinc.com
Web Address: www.leonhenryinc.com
Here are several other PIP management companies.
1. AM/Direct (Peterborough, NH); (603) 924-9262
2. American Marketing Network (New York, NY); (212) 243-8065
3. AMG Global (Redbank, NJ); (732) 741-0585
4. Atrium Marketing Group (Chicago, IL); (312) 733-3383, ext. 36
5. Bernice Bush Co. (Irvine, CA); (949) 752-4210
6. BrightStar Marketing (Lake Bluft, IL); (880) 700-7483
7. D-J Associates (Ridgefield, CT); (203) 431-8777
8. DK Group (Hillsdale, NJ); (201) 358-6100
9. Edith Roman Associates (Pearl River, NY); (845) 620-9000
10. Effective Mailers (Roseville, MI); (248) 588-9880
11. Everyday Media (New York, NY); (212) 481-7300
12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862
13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400
14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST
15. List Services Corporation (Bethel, CT); (203) 743-2600
16. Media Solutuion Services (Atlanta, GA); (770) 955-3535
17. MKTG Services (Newtown, PA); (215) 968-5020
18. Our Tribe Marketing (New York, NY); (212) 462-0036
19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649
20. ProForma PrintNet (Marina, CA); (323) 692-9200
21. Right Lane Media (Saint Paul, MN); (877) 412-3200
22. Select Publishing (Madison, WI); (608) 277-5787
23. The American Mailshop (Sioux Falls, SD); (605) 338-4004
24. The Media Organization (Woodbury, NY); (516) 496-2577
25. Tobin Productions (New York, NY); (212) 727-1500
26. VentureDirect Worldwide (New York, NY); (212) 684-4800
27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696
28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700
29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817
30. Worldshop (Grand Rapids, MI); (616) 957-0555
____________
Conclusion ____________
Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.
There are many types of alternative media to choose from to reach your target market:
Ride-Alongs
Co-op Mailings
Statement Stuffers
Sampling Programs
<Remember the 80:20 rule? You may not get everything perfectly right, but getting most right will be much, much better than the majority of your competition. These Top Ten Tips for Customer Service will get you well on the way.Be Your Customer Live the life of your customer and experience what they do. Stand in line, call your call-centre, soak up feedback. Give Memorable Service Make the life's mission of everyone (yes, everyone!) to be customer focused - even those seemingly out of direct line of fire. Have Product Available Generally, you can't sell it if you haven't got it. Work your systems hard and focused to get product there on time. Listen Hard to Complaints Complaints are a wonderful gift - it is feedback of the highest order. Enjoy them and learn fast. Enable Your People Enable and encourage your people to give an immediate and generous customer response. React Fast Make sure that you and your people work with pace and immediacy with customer issues. Be Systems Focused
Divers Direct
Crafts Enthusiasts
Global Industrial Equipment
Kingfisher Maps
Mantis Gardening Tools
Pitney Bowes
Speed Gear
Toyfare
Vitamin World
Zoysia Grass Plugs
If the profile of your target customer matches the profile of the customers that these companies sell to then you might consider a PIP advertising program with them.
The going rate for package inserts averages around $60 per thousand packages. What this means is that you pay $60 and your insert will be sent out with 1,000 packages.
This relatively cheap when you consider that renting a list for a solo mailing might cost anywhere from $100 to $250 per thousand names.
On the other hand, the response rates for inserts are much lower than direct mail. An acceptable response rate used for PIP programs are typically measured in tenths of a percent vs. the 2-5 percent return of solo direct mailings.
The number of inserts in a package can vary from four to eight. Generally, only non-competitive pieces are included together in one package.
Here's a photo of the inserts that came in the Omaha Steaks package I received.
http://url123.com/5krn7
As you can see, there are only three inserts from these companies:
1. Hawthorne Village (model trains)
2. Discover (credit cards)
3. Select Comfort (beds)
Here's Why You Should Consider Using a PIP Advertising Program in Your Marketing Mix
1. You get the power of direct mail at about 20% of what you'd normally pay for a direct mail campaign.
2. You can target specific niche markets and consumer segments.
3. You can target people by the way that they buy (i.e. mail order buyers, phone order buyers, television order buyer etc.).
4. You get category exclusivity in the mailing (i.e. no competing offers to worry about).
5. Your offer gets an implied endorsement from the company mailing the package.
I'm not saying that you should base your entire marketing program on insert media. What I'm saying is that using inserts can be a good compliment to how you're already advertising your product or service.
With the shrinking list market, package inserts are a good alternative way to prospect for qualified leads. It's hard for companies, I think, to rule it out.
______________________________________________________
Here's a Few Tips to Get the Most Out of PIP Programs ______________________________________________________
Tip # 1
Be very careful of how you pick a PIP program. It's much like picking a mailing list. You have to pick a PIP program that is reaching people who are good prospects for your product or service.
Make sure you set aside some time to sit with your broker to identify the characteristics of the programs that work. Then find plans that share these characteristics, and put a plan in place to test them.
Tip # 2
Alternatively, with your broker, identify potential programs NOT on the market that may accept your insert.
Tip # 3
Use large, bold type and a strong, simple offer on your insert. All the rules that apply in creating a compelling space ad also apply in creating a compelling insert.
Ask yourself, "What is it, exactly, that I want my prospect to do when they get my insert?" Then put that in your headline.
Tip # 4
Make sure that you are utilizing the maximum allowable size of insert.
Tip # 5
Make sure that it is easy to respond (this should go without saying). And use free offers to generate leads.
Tip # 6
Make it clear why your insert is riding along inside the package. You need to link your copy into the relationship that already exists between the company offering the PIP and your product or service.
For instance, a Home Depot insert that went to new homeowners said, "You've just moved in..."
Tip # 7
Always have new offers and new creative ready to go. After awhile, if the PIP program is a regularly shipped item, people get tired of seeing the same old ad. So you need to mix it up once in awhile.
Tip # 8
If you've been successful with one PIP program then test a few more. ______________________________________________________
Here Is a Comprehensive List of PIP Program Managers ______________________________________________________
Leon Henry practically invented the package insert business. They still have the largest and perhaps the most experienced PIP brokers in the industry.
Leon Henry, Inc.
200 North Central Avenue Suite 220
Hartsdale, NY 10530-1940
Phone: (914) 285-3456
Fax: (914) 285-3450
E-Mail: lh@leonhenryinc.com
Web Address: www.leonhenryinc.com
Here are several other PIP management companies.
1. AM/Direct (Peterborough, NH); (603) 924-9262
2. American Marketing Network (New York, NY); (212) 243-8065
3. AMG Global (Redbank, NJ); (732) 741-0585
4. Atrium Marketing Group (Chicago, IL); (312) 733-3383, ext. 36
5. Bernice Bush Co. (Irvine, CA); (949) 752-4210
6. BrightStar Marketing (Lake Bluft, IL); (880) 700-7483
7. D-J Associates (Ridgefield, CT); (203) 431-8777
8. DK Group (Hillsdale, NJ); (201) 358-6100
9. Edith Roman Associates (Pearl River, NY); (845) 620-9000
10. Effective Mailers (Roseville, MI); (248) 588-9880
11. Everyday Media (New York, NY); (212) 481-7300
12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862
13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400
14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST
15. List Services Corporation (Bethel, CT); (203) 743-2600
16. Media Solutuion Services (Atlanta, GA); (770) 955-3535
17. MKTG Services (Newtown, PA); (215) 968-5020
18. Our Tribe Marketing (New York, NY); (212) 462-0036
19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649
20. ProForma PrintNet (Marina, CA); (323) 692-9200
21. Right Lane Media (Saint Paul, MN); (877) 412-3200
22. Select Publishing (Madison, WI); (608) 277-5787
23. The American Mailshop (Sioux Falls, SD); (605) 338-4004
24. The Media Organization (Woodbury, NY); (516) 496-2577
25. Tobin Productions (New York, NY); (212) 727-1500
26. VentureDirect Worldwide (New York, NY); (212) 684-4800
27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696
28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700
29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817
30. Worldshop (Grand Rapids, MI); (616) 957-0555
____________
Conclusion ____________
Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.
There are many types of alternative media to choose from to reach your target market:
Ride-Alongs
Co-op Mailings
Statement Stuffers
Sampling Programs
We have all met them: the highly successful businessman, the indispensable boss, the key team member. They are the best at what they do. They are appreciated by everyone. They are making money hand over fist. They have high blood pressure and heart problems. They drive a nice car and live in a nice house. They often have a wonderful family or trophy spouse. They are at the top of their game and could drop dead at any moment. They are usually well-mannered, sometimes charming. They smile and laugh. But what you see is all that you get: they are not happy. They are trapped. The bars of their cage are made of gold. They have large payments and big mortgages.Our culture makes it difficult to believe that success can be stressful. We are taught that lack of success is stressful. If only we could make it to the top everything would fall into place. We would be happy and those we love would be secure. our worries would be over. The kingdom would have come.Type A behavior comes with a price. Most of the time success requires a very large amount of dedication, energy and focus. Those who get to the top of the mountain say that it is a difficult climb with
4. You get category exclusivity in the mailing (i.e. no competing offers to worry about).
5. Your offer gets an implied endorsement from the company mailing the package.
I'm not saying that you should base your entire marketing program on insert media. What I'm saying is that using inserts can be a good compliment to how you're already advertising your product or service.
With the shrinking list market, package inserts are a good alternative way to prospect for qualified leads. It's hard for companies, I think, to rule it out.
______________________________________________________
Here's a Few Tips to Get the Most Out of PIP Programs ______________________________________________________
Tip # 1
Be very careful of how you pick a PIP program. It's much like picking a mailing list. You have to pick a PIP program that is reaching people who are good prospects for your product or service.
Make sure you set aside some time to sit with your broker to identify the characteristics of the programs that work. Then find plans that share these characteristics, and put a plan in place to test them.
Tip # 2
Alternatively, with your broker, identify potential programs NOT on the market that may accept your insert.
Tip # 3
Use large, bold type and a strong, simple offer on your insert. All the rules that apply in creating a compelling space ad also apply in creating a compelling insert.
Ask yourself, "What is it, exactly, that I want my prospect to do when they get my insert?" Then put that in your headline.
Tip # 4
Make sure that you are utilizing the maximum allowable size of insert.
Tip # 5
Make sure that it is easy to respond (this should go without saying). And use free offers to generate leads.
Tip # 6
Make it clear why your insert is riding along inside the package. You need to link your copy into the relationship that already exists between the company offering the PIP and your product or service.
For instance, a Home Depot insert that went to new homeowners said, "You've just moved in..."
Tip # 7
Always have new offers and new creative ready to go. After awhile, if the PIP program is a regularly shipped item, people get tired of seeing the same old ad. So you need to mix it up once in awhile.
Tip # 8
If you've been successful with one PIP program then test a few more. ______________________________________________________
Here Is a Comprehensive List of PIP Program Managers ______________________________________________________
Leon Henry practically invented the package insert business. They still have the largest and perhaps the most experienced PIP brokers in the industry.
Leon Henry, Inc.
200 North Central Avenue Suite 220
Hartsdale, NY 10530-1940
Phone: (914) 285-3456
Fax: (914) 285-3450
E-Mail: lh@leonhenryinc.com
Web Address: www.leonhenryinc.com
Here are several other PIP management companies.
1. AM/Direct (Peterborough, NH); (603) 924-9262
2. American Marketing Network (New York, NY); (212) 243-8065
3. AMG Global (Redbank, NJ); (732) 741-0585
4. Atrium Marketing Group (Chicago, IL); (312) 733-3383, ext. 36
5. Bernice Bush Co. (Irvine, CA); (949) 752-4210
6. BrightStar Marketing (Lake Bluft, IL); (880) 700-7483
7. D-J Associates (Ridgefield, CT); (203) 431-8777
8. DK Group (Hillsdale, NJ); (201) 358-6100
9. Edith Roman Associates (Pearl River, NY); (845) 620-9000
10. Effective Mailers (Roseville, MI); (248) 588-9880
11. Everyday Media (New York, NY); (212) 481-7300
12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862
13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400
14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST
15. List Services Corporation (Bethel, CT); (203) 743-2600
16. Media Solutuion Services (Atlanta, GA); (770) 955-3535
17. MKTG Services (Newtown, PA); (215) 968-5020
18. Our Tribe Marketing (New York, NY); (212) 462-0036
19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649
20. ProForma PrintNet (Marina, CA); (323) 692-9200
21. Right Lane Media (Saint Paul, MN); (877) 412-3200
22. Select Publishing (Madison, WI); (608) 277-5787
23. The American Mailshop (Sioux Falls, SD); (605) 338-4004
24. The Media Organization (Woodbury, NY); (516) 496-2577
25. Tobin Productions (New York, NY); (212) 727-1500
26. VentureDirect Worldwide (New York, NY); (212) 684-4800
27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696
28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700
29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817
30. Worldshop (Grand Rapids, MI); (616) 957-0555
____________
Conclusion ____________
Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.
There are many types of alternative media to choose from to reach your target market:
Ride-Alongs
Co-op Mailings
Statement Stuffers
Sampling Programs
Silk - the queen of all fabrics is historically one of India's most important industries. India produces a variety of silks called Mulberry, Tasar, Muga and Eri, based on the feeding habit of the cocoons.The sericulture industry today employs over 700,000 farm families and is mostly concentrated in Karnataka, Tamilnadu and Andhra Pradesh and to some extent Assam and West Bengal. Karnataka accounts for more than 70 percent of the country's total silk production.Sericulture is one industry which is beneficial to the agriculturists. As in today 56 lakhs people are dependent on the sericulture industry, 5.6 million people out of which 4.7 million are agriculturists. The rest are reelers, weavers etc.India is the second largest producer of silk, contributing to about 18 per cent to the world production. What is however, more noteworthy is the fact that India's requirement of raw silk is much higher than its current production at present. Thus, there is considerable scope for stepping up production of raw silk in the country, overcome the persistent conflict of interest between exporters of silk products and producers of raw silk.While se
Tip # 6
Make it clear why your insert is riding along inside the package. You need to link your copy into the relationship that already exists between the company offering the PIP and your product or service.
For instance, a Home Depot insert that went to new homeowners said, "You've just moved in..."
Tip # 7
Always have new offers and new creative ready to go. After awhile, if the PIP program is a regularly shipped item, people get tired of seeing the same old ad. So you need to mix it up once in awhile.
Tip # 8
If you've been successful with one PIP program then test a few more. ______________________________________________________
Here Is a Comprehensive List of PIP Program Managers ______________________________________________________
Leon Henry practically invented the package insert business. They still have the largest and perhaps the most experienced PIP brokers in the industry.
Leon Henry, Inc.
200 North Central Avenue Suite 220
Hartsdale, NY 10530-1940
Phone: (914) 285-3456
Fax: (914) 285-3450
E-Mail: lh@leonhenryinc.com
Web Address: www.leonhenryinc.com
Here are several other PIP management companies.
1. AM/Direct (Peterborough, NH); (603) 924-9262
2. American Marketing Network (New York, NY); (212) 243-8065
3. AMG Global (Redbank, NJ); (732) 741-0585
4. Atrium Marketing Group (Chicago, IL); (312) 733-3383, ext. 36
5. Bernice Bush Co. (Irvine, CA); (949) 752-4210
6. BrightStar Marketing (Lake Bluft, IL); (880) 700-7483
7. D-J Associates (Ridgefield, CT); (203) 431-8777
8. DK Group (Hillsdale, NJ); (201) 358-6100
9. Edith Roman Associates (Pearl River, NY); (845) 620-9000
10. Effective Mailers (Roseville, MI); (248) 588-9880
11. Everyday Media (New York, NY); (212) 481-7300
12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862
13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400
14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST
15. List Services Corporation (Bethel, CT); (203) 743-2600
16. Media Solutuion Services (Atlanta, GA); (770) 955-3535
17. MKTG Services (Newtown, PA); (215) 968-5020
18. Our Tribe Marketing (New York, NY); (212) 462-0036
19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649
20. ProForma PrintNet (Marina, CA); (323) 692-9200
21. Right Lane Media (Saint Paul, MN); (877) 412-3200
22. Select Publishing (Madison, WI); (608) 277-5787
23. The American Mailshop (Sioux Falls, SD); (605) 338-4004
24. The Media Organization (Woodbury, NY); (516) 496-2577
25. Tobin Productions (New York, NY); (212) 727-1500
26. VentureDirect Worldwide (New York, NY); (212) 684-4800
27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696
28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700
29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817
30. Worldshop (Grand Rapids, MI); (616) 957-0555
____________
Conclusion ____________
Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.
There are many types of alternative media to choose from to reach your target market:
Ride-Alongs
Co-op Mailings
Statement Stuffers
Sampling Programs
Believe it or not, over 90% of all menus are leaving money in the table for a number of reasons. In fact, based on my experience with restaurants over the past 20 years, the measurable impact of this loss ranges from $.25- 1.50 for every mean served in the restaurant. Based on the number of meals sold in most restaurant companies, this adds up to a lot of lost dollars!The following list highlights the top ten factors which contribute to this huge loss of income. Use this checklist to determine how your menu stacks up.1. Does the menu primarily have a creative orientation? When revising the menu, is the primary consideration the look of the menu (design, size, format, color, etc.) If the answer is yes, your menu is guaranteed to be losing money.Rather, is it most important to first develop a well planned merchandising and marketing strategy for the menu? After this strategy is determined, “creative” should be used to support the strategy.2. Is the menu democratic? Do all product names and their descriptive copy have equal appeal? To be most effective, there needs to be a product “continuum of appeal” which reflects what we want or n
10. Effective Mailers (Roseville, MI); (248) 588-9880
11. Everyday Media (New York, NY); (212) 481-7300
12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862
13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400
14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST
15. List Services Corporation (Bethel, CT); (203) 743-2600
16. Media Solutuion Services (Atlanta, GA); (770) 955-3535
17. MKTG Services (Newtown, PA); (215) 968-5020
18. Our Tribe Marketing (New York, NY); (212) 462-0036
19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649
20. ProForma PrintNet (Marina, CA); (323) 692-9200
21. Right Lane Media (Saint Paul, MN); (877) 412-3200
22. Select Publishing (Madison, WI); (608) 277-5787
23. The American Mailshop (Sioux Falls, SD); (605) 338-4004
24. The Media Organization (Woodbury, NY); (516) 496-2577
25. Tobin Productions (New York, NY); (212) 727-1500
26. VentureDirect Worldwide (New York, NY); (212) 684-4800
27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696
28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700
29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817
30. Worldshop (Grand Rapids, MI); (616) 957-0555
____________
Conclusion ____________
Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.
There are many types of alternative media to choose from to reach your target market:
Ride-Alongs
Co-op Mailings
Statement Stuffers
Sampling Programs
Card Deck Mailing
Catalog Bind-Ins/Blow-Ins
Newspaper Inserts
Supermarket take-one racks
It's wise to work with an experienced broker who understands the industry and can help guide you through to successful campaigns.
The broker doesn't cost you anything. The company offering the insert media pays the broker so you'd be silly not to work with an experienced broker.
Now, if you'll excuse me, I have to get back to eating one of my Omaha steaks!
Copyright 2005 David Frey
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