Today we have a guest blog post by Sandy Bucher, Media Engineer at Sonnhalter, sharing advice on how to reach the key people for your message.
If you are a manufacturer and want to reach a certain job title in a particular industry, in a particular market you want to focus on, targeted demographic inserts are another option to the standard print ad and are offered by most publications. Inserts can be one sheet, two-sided and are printed on heavier stock than the publication uses, but can also be a postcard or even a multi-page brochure. The inserts can be bound into, or glued into the publication, depending on the publication’s specifications.
The purpose of using a targeted demographic insert is that a company can select just those readers they want the message to reach, and the publication will send it only to those selected, rather than sending it to the entire circulation. For an example, if you only want to reach the engineers or the plant operations people, you select just those titles. The cost for placing a targeted demographic insert is generally less than placing a full-run advertisement because you’re reaching fewer people. But you also have to consider the cost of printing the insert. If you’re using a one-page, two-sided insert, remember it’s like placing two ads (you get two pages, more real estate), so that may validate the expense of doing an insert.
A targeted insert will get noticed. The paper stock is usually different than the paper stock the publication uses, so when flipping through the magazine, the magazine will naturally open to the insert, making the reader stop to see why the magazine keeps opening to that particular section of the magazine. A client of ours that uses the demographic inserts had someone call to voice his displeasure because the magazine kept opening to their insert and he was getting frustrated. But that’s what you want…you want to get noticed and the insert did exactly that for our client.