These days, many marketers are looking for inexpensive but effective direct-response media to reach increasingly fragmented audiences. As a result, cataloguers are putting more emphasis on insert programs as a way to build revenue from their targeted databases. Learn more about how this growing insert opportunity could benefit your catalogue including: which factors influence the wider acceptance of inserts, what are the typical insert rates, and what high-tech options are available for targeting and personalizing inserts.

Why Catalogue Inserts Are Gaining Attention

The current marketing environment is perfectly suited to catalogue insert media for a number of reasons including:

• Low cost of distribution as postage becomes a bigger marketing cost factor.
• Visibility levels under the radar screen that enable companies to test products and offers, sell overstocked merchandise, and prospect inexpensively while remaining virtually unnoticed by competitors.
• Measurability that demonstrates the marketing return on investment.
• Targeting to reach important market segments and sub-segments of proven direct-response buyers.
• Personalization capabilities that enable customized messaging.
• Supplementing sales and lead generation between other major programs.
• Implied endorsement benefit from the trusted cataloguer.
• High readership as many recipients look forward to receiving their catalogues—especially inserts included with an exciting merchandise delivery.
• Category exclusivity, which most cataloguers grant for both catalogue and package inserts.

In short, inserts generate very respectable response rates at a relatively low cost. Their stealth aspect is especially appealing to marketers who, for a variety of reasons, may want to keep a promotion’s visibility low.

More Catalogues Sponsor Insert Programs

Just as higher postage causes advertisers to seek cost-lowering measures, the same conditions encourage cataloguers to establish additional revenue streams. Thus, more cataloguers are allowing a few non-competitive advertisers to ride along, mainly as blow-ins, but also through bind-ins, tip-ons, outserts and even on-page advertising.

While major cataloguers have long sponsored package insert programs that accompanied product shipments, inclusion of inserts with the catalogue enables more catalogue companies to become sponsors. That’s because not every cataloguer has sufficient product fulfillment volume to attract insert-media advertisers, but many direct merchants mail millions of catalogues annually to targeted audiences, making the reach more attractive.

How Much Can You Charge?

The typical published rates for catalogue package-insert programs are about $60 per thousand, while catalogue blow-ins are more often in the $30 to $35 per thousand—a real bargain! Since most catalogue inserts are blow-ins, the standard size for a catalogue insert is generally a multi-panel piece, folded to 3.5" x 6", printed on 45# stock and weighing less than 0.1 oz.

But there are other benefits to accepting inserts beyond direct revenue. Cataloguers also develop relationships with advertisers and can sometimes establish a reciprocal arrangement that allows them to promote their offer to the mailer's customers. In fact, “barter” agreements between cataloguers and other advertisers is a common practice.

High-tech Options

Increasingly sophisticated print technology provides more options for targeting and personalizing promotions of all types. Advanced catalogue bindery-line technology now features the ability to selectively include a variety of inserts. This furthers a marketer’s ability to significantly improve targeting and personalization, especially when combined with inkjet imaging. So it’s possible to include an insert in catalogues going only to recipients of a certain:

• Income level
• Geographic area
• Gender
• Or even purchasing pattern

Variable-data digital print presents additional possibilities. Nothing draws attention like personalization, and today’s digital printing technologies allow advertisers to speak with customers at ever-higher levels of customization—even on a catalogue insert. Advanced systems at Transcontinental combine digital printing with selective binding and barcode technology to create highly personalized inserts and outserts.

Summing Up the Insert Opportunity

Advertisers are investing in media that perform at high levels and produce measurable results at the lowest possible cost. Catalogue companies are generating important ancillary revenue by offering advertisers a wide range of targeted, personalized and response-generating inserts.

With more than 10,000 catalogues in the marketplace, the category potential for inserts is considerable. Catalogues offer significant volume and rollout possibilities through package insert programs, blow-ins, bind-ins and on-page advertising options.
 

How Transcontinental Can Help with Catalogue Inserts

Transcontinental offers a full range of options for printing and binding inserts in a variety of formats. We also feature a wide range of personalization and selective binding options that enable your insert customers to reach target groups or speak 1to1 with individual recipients. Most importantly, we recognize the importance of helping you satisfy advertisers’ needs and work collaboratively to achieve the best solutions.

For more information about Transcontinental's catalogue insert capabilities, please contact us today.

8 Tips for Creating Effective Inserts

Whether it’s a blow-in, bind-in or package insert, these tips will help you improve your response:

• Focus on the headline—Make it big and benefit oriented.
• Make an enticing offer—Buy one, get one free, 30-day free trial, etc.
• Choose a strong visual—Let the headline and visual work as a team.
• Show your product or service in action.
• Highlight your benefits–Write body copy that highlights 3-5 key benefits.
• Have a strong call to action—Visit a website landing page, complete and mail a reply card, call a toll-free number, etc.
• Ask for qualifying information - Determine what additional qualifying information you want, then ask for it.
• Don’t be afraid to sell–Remember, this is not a branding activity.