Welcome to Direct Marketing
INSERT AND CO-OP MEDIA
Chapter 13
Insert and Co-op Media
• Co-op mailings allow marketers to share costs,
thus attaining a much lower cost per thousand
circulation
• Participation in a co-op costs about one-fourth
as much as a solo mailing, response rate from a
co-op is also only one-fourth as much
Insert and Co-op Media
• To ensure readership, use a simple message
clearly stated with effective graphics
• More alternatives means less response. If the
offer appears to be too much trouble, the home
shopper goes to the next offer
Direct Mail Consumer Co-ops
• ADVO, Shop Wise, Money Mailer, ValPack,
Valassis
– National
– Market (retail trade zones)
– Zip code, SCF etc.
– Sub Zip
– Carrier route
– Household
Newspaper Inserts and FSI’s
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Valassis, Smart Source, etc.
Distribution selection can be complicated
Cost effective at $4-8
Takes advantage of the reputation of the
distribution vehicle
• Total Market Coverage Programs
Statement Insert Programs
• Implied endorsement from the billing
organization
• Bang tail envelope
– Offer printed on the reply envelope
• Cost $25 - $40 per thousand
Customer Mailing Ride-Alongs
• Are included in mailings already going to
customers
• Low distribution cost
Insert and Co-op Media
• Coupons are an excellent way to generate
inquiries for a high-priced item or to sell a
lower-priced product or service
• They work well for offers requiring a
minimum of information for a target audience
Insert and Co-op Media
• To test co-ops, know what your break-even
point is and test a sample large enough so your
result can be acted
• Test a cross-section of the complete co-op list.
If no "nth" sample is available, request
distribution in several different markets—all
widely dispersed
• Don't let too much time elapse between your
test and your continuation
Online coupon activity
• Three major promotional models
– In-store redemption
– Online redemption
– Continuity/Affinity programs
Key Points
• Co-op mailings allow marketers to share costs,
thus attaining a much lower cost per thousand
circulation
• But while participation in a co-op costs about
one-fourth as much as a solo mailing, response
rate from co-op is also only one-fourth as
much.
Key Points
• To ensure readership, use a simple message
clearly stated with effective graphics.
• More alternatives means less response.
• If the offer appears to be too much trouble, the
home shopper goes to the next offer.
Key Points
• Coupons are an excellent way to generate
inquires for a high-priced item or to sell a
lower-priced product or service. They work
well for offers requiring a minimum of
information for a target audience.
Key Points
• To test co-ops, know what your break-even
point is and test a sample large enough so your
result can be acted on.
• Test a cross-section of the complete co-op list.
• If no nth sample is available, request
distribution in several different markets-all
widely dispersed.
• Don’t let too much time elapse between your
test and your continuation.