How Marketing Inserts Impact Branding
A marketing insert is an additional paper popped into your product. It is a loose leaf insert. Customers will pick it up, hold it, and turn it around. In doing so, they judge your brand and its product. In other words, marketing inserts connect your client to your brand. So ask yourself – what values represent your brand? How will you embed those values into an insert? The easy wins are in quality of paper & print quality for your insert.
Marketing Insert Paper Quality
Paper quality connects with your clients sense of touch. What does your client feel when they touch insert? For example, will they hold a firm or flimsy insert? What does that first impression say about your brand’s quality? Is the paper cheap? Or does it present well? Did you get a glossy finish? Or did you settled with course printer paper. In summary, it’s a question of first impressions. In other words, if you took short-cuts on insert quality, did you also sacrifice production quality, to save a couple penny’s? If pursuing a private label brand – we encourage an emphasis on quality at every turn.
Marketing Insert Print Quality
A client can experience several first impressions with your insert. Perhaps the very first impression will be what they see. Before they pick up the insert, what will the client see printed? Will the customer see a high-def color print job? Or will they read a black & white request for a review? We believe in capturing a clients attention and keeping it. From the moment they open the box, to they day to day use of the item. Do not cut corners on the quality of printing. Instead, make sure the art and ink are attractive. Make the client want to pick up the insert and engage it. This controls their experience. Moreover, it ques the next first impression, paper quality. However, once they are engaged – what does the content of the insert look like?
How Marketing Inserts Help Sales Strategies
What is the purpose of your marketing insert. We discussed it is an ambassador of first impressions on product quality. However, what is next? What comes after these subconscious ‘quality ques’ are triggered via your insert? You captured their attention. Now the insert needs to keep it. Keep it just long enough to communicate a message. What message brings the most value to you. What do you want to pitch? For example, are you looking for social media engagement? Alternatively, do you want to drive website traffic? Instead, maybe you want to incentivize the client with a promo on different products. Ask yourself – what extra benefit can your insert’s content offer? A Marketing inserts content depends on your overall sales strategy goals. Here is a quick list of recommendations for marketing insert content:
- Customer Review
- Social Media Review
- Customer Referral
- Promotional Offer
- Discount Offer
- B1G1 Free Offer
- Direct Clients to Your Website for Future Purchases
There are a lot of options! Firstly, you can request customer reviews. However, this is against Amazon’s ToS. So be careful in your word choice! Secondly, request a social media review. This is where a customer posts a video review on Facebook or Instagram with targeted hashtags. Generally, this is defined as affiliate marketing. Thirdly, you can request a customer referral. This drops the cost of new client acquisition. Also, an insert can message different promotions to boost sales. Sellers can pitch discounts. They can upsell clients. Or, they can encourage future purchases on their website, instead of Amazon. In summary, make your insert content an function of your overall sales strategy.
How to Execute a Market Insert Strategy
Sellers can experience difficulty in the execution of an insert strategy. For example, it is difficult for factories to make high quality marketing inserts. Why? Factories focus on niche products. They do not manufacture inserts. Sellers need to connect a 3rd party printing shop. Shopping for 3rd party printers can be overwhelming. In fact, Issues of quality, MOQ’s, and price arise. Private Label sellers want high quality inserts. However, they also want a good deal. After all, these are the face of your brand! Therefore, sellers prefer to print them in America. And thereafter, a seller can connect their inserts and products together. Sellers can do this themselves. Although, they usually partner with a 3PL prep center to complete the work. To learn more about crafting insert marketing, find our friends at EcomEngine.
To learn more about Private Label FBA prep, click on our guide here.