Inserts, Leaflets, Flyers, TPI – one of marketings most traditional forms of advertising. So, what of it? Here are some of the basics you should know about to get you in the know!
Essentially inserts, leaflets, flyers and TPI (third party inserts) are all the same thing. They are media words used to describe pieces of paper with artwork printed on them and placed into customer communications that don’t require PII (personally identifiable information.)
We’ve broken the description down into these 3 elements to help explain the concept and process better.
Paper
Artwork
The artwork used in Inserts is typically designed to create a direct response. So it is usually heavily offer related, or incentivised for sign up. Inserts can be used for brand awareness, but it is highly recommended to include a clear ‘call to action.’
This is where brand managers, account managers and all other marketeers can get creative with their imagery and messaging. At relish we also encourage as much testing as possible. As long as you provide a tracking code (ask us about this if you are new to this), you can then attribute any success back to what you were testing. Dynamic QR codes are your best friend here!
Insert Channels
The location of the insert is also a key component to this type of media. The insert is placed into a customer communication, which could include formats such as: Magazines (subscription or news stand), Newspapers, order confirmations, product despatch (customer orders), statement mailings.
The fact that there is a name and address on some of these channels is secondary to the insert being distributed; In other words, the insert (or the person putting it there), hasn’t selected the item based on the name and address, the insert is being distributed anyway – there is no selection or segmentation taking place. In effect the insert is being distributed at random, but the profile of the recipient is assumed based on the type of communication they are receiving. E.g. If they are buying dog food, it is assumed that they are a dog owner, so it might be appropriate to place an insert about pet insurance in that order. This is crucial because it means this channel is GDPR compliant and no PII (personally identifiable information) is being accessed.
So now you know what we’re all talking about, why don’t we find some solutions to increase your customer acquisition through insert campaigns. Campaigns starting from £1,250 for print + media.
