Package insert
For package inserts and advertising supplements in general, it is traditional to brochures, flyers, coupons or product samples advertising driving companies that outbound shipments of mail order companies are settled.
Classification of package inserts in the marketing landscape
Traditional advertising supplements can be classified as classic advertising media. If the package inserts are provided with a voucher or offer code, one speaks of classic advertising media with dialogue elements, as the recipient is given the opportunity to interact.
Package inserts as a marketing tool
One advantage of package inserts is that the insert always reaches an active customer. Apparently, the insert reaches the customer in a moment of increased attention when the shipment is opened and mostly positive expectations with regard to the product ordered. However, this only applies to the majority of recipients. According to a study of 16% of the recipients of a package insert, this is perceived as "rather superfluous" or "completely superfluous". The response rate is then higher than with traditional advertising and other forms of insert such as in newspapers or magazines.
On the other hand, this advertising channel is now so popular that the recipient of the goods is increasingly confronted with a wide variety of advertising partners. Furthermore, the package insert reaches the buyer at the moment when an investment has already been made and therefore may not have any free finances available for subsequent purchases.
Selection options
Parcel inserts can already be selected and addressed in a targeted manner from large mailers based on the usual criteria such as gender, age, income, etc. The larger the preselection, however, the lower the monthly potential of additional packages.
Booking of package inserts
The mediation of package insert capacities has meanwhile become everyday practice for senders. For example, capacities can be booked directly or through agencies at many large German mail order companies. In addition, intermediaries for package inserts have established themselves on the market, which on the one hand broker the capacities of large mail order companies or on the other hand market the capacities of small and medium-sized mail order companies such as eBay Powersellers or smaller online shops. There are a large number of agencies in Germany through which package inserts can be commissioned in Germany, depending on the desired target group.
When booking package inserts, advertisers can choose between a high reach, usually with a wide range, or a very specific target group definition, which in turn limits the reach. However, typical principal-agent conflicts are problematic when conveying package inserts , since the advertiser can hardly, or only with difficulty, check whether the inserts are actually being distributed. Mail order companies could thus have the incentive not to include the advertising. One solution to this problem is to make test orders.
literature
- Heinrich Holland : Direct Marketing. In dialogue with the customer . 3rd edition Vahlen, Munich 2009, ISBN 978-3-8006-3609-9 (EA Wiesbaden 2001)
- Ralf Kreutzer : Practice-oriented dialogue marketing. Concepts, instruments, case studies . 1st edition Gabler, Wiesbaden 2009, ISBN 978-3-8349-0574-1 .
Individual evidence
- ↑ Olaf Kolbrück: Study: This is how customers see the ideal voucher. In: etailment. August 7, 2013, accessed January 20, 2015 .
- ↑ See Holland, Direkt-Marketing, 2009, p. 410.