ARE YOU READY TO BE INCLUDED?
It’s been years since we’ve talked seriously about co-op advertising, but a national mattress manufacturer is bringing it back in a practical—and profitable—way.
Here’s how it works: The manufacturer produces promotional inserts for Restonic and Spring Aire mattresses. There are two size options: 8.5”x11” or 11”x17” folded to 8/5”x11” 60lb, gloss text. The inserts are provided to participating furniture stores, who have their own message printed on the reverse side—maybe a coupon, store hours, or a local offer. Once complete, the inserts are placed in local publications to drive traffic and boost mattress sales.
The frequency with which a furniture store can run the insert depends on how many mattresses they’ve sold. So, the more beds they move, the more often they get to run the ad. This is a true co-op program: a national brand footing the bill to help local retailers drive traffic, and a local paper benefiting from the insert printing and distribution.
Sounds like a win-win, right? But here's the catch: you can’t be included in the plan if the printer can’t get ahold of you.
Mark Helmer of Helmer Printing, Beldenville, Wisconsin is the printer handling the project. Mark shared that while many furniture retailers would rather handle payment and placement themselves (to get the best local rate), most are unfamiliar with the insert process. That means that he takes on the task of calling publications directly to get the details needed to book the placement—and he’s running into a lot of dead ends.
In his words:
“It can be challenging to find this information on websites or through phone prompts. The menus usually default to classifieds, obits, or display ads, with no option for preprints. And when you do reach someone at the front desk, they often don’t have the answers we need.”
He went on to say that in the past, publications trained staff to be able to answer these calls on the spot. That made things quick and easy—and it meant more inserts got placed. Today, time-strapped agencies, printers and clients don’t have bandwidth to chase down data. If they can’t get an answer fast, they move on to the next paper.
Here’s what most are looking for when placing a preprint insert:
• Quantity needed
• Deadline for receipt
• Contact at the receiving location
• Sales contact (if different)
• Circulation map
• Info on zoning, routes, or full coverage options
• Insert rates (when available)
Mark shared the name of a publication that’s doing a great job of making the info he needs easily findable. The name of the publication is the Intercounty Leader and they are located in Frederic, Wisconsin. Their website offers a clear map and insert rate sheet—easy to find and download. Check out their site at: https://www.iccpaonline.com
So, now you may want to ask yourself: how easy is it for your publication to be included in the next co-op campaign? Are your circulation and insert specs easily accessible online? Can your team confidently answer questions from someone looking to place a preprint? If the answer to all of those questions isn’t “yes” then you’ve got some work to do!
This insert program is a real opportunity for you to secure more business for your publication. Let’s not miss it because a buyer got caught in your voicemail.
Now, go and get those inserts!
Lee
P.S. Here’s a pro-tip from Mark that I really like….
Call Yourself! When was the last time you called your own office pretending you were a customer or partner? It’s one of the easiest ways to spot friction points in your process—and one of the fastest ways to fix them. Try it today. Call your publication using the main public phone number—just like a new advertiser or vendor would. Pretend you found the number online, in one of your ads or from a friend. Can you easily reach someone who can help? Is it a quick and smooth experience for someone who knows nothing about your organization? Remember, you only get one chance to make a great first impression.
Do you still have questions? Feel free to reach out to Mark: mark@helmerprinting.com
It’s been years since we’ve talked seriously about co-op advertising, but a national mattress manufacturer is bringing it back in a practical—and profitable—way.
Here’s how it works: The manufacturer produces promotional inserts for Restonic and Spring Aire mattresses. There are two size options: 8.5”x11” or 11”x17” folded to 8/5”x11” 60lb, gloss text. The inserts are provided to participating furniture stores, who have their own message printed on the reverse side—maybe a coupon, store hours, or a local offer. Once complete, the inserts are placed in local publications to drive traffic and boost mattress sales.
The frequency with which a furniture store can run the insert depends on how many mattresses they’ve sold. So, the more beds they move, the more often they get to run the ad. This is a true co-op program: a national brand footing the bill to help local retailers drive traffic, and a local paper benefiting from the insert printing and distribution.
Sounds like a win-win, right? But here's the catch: you can’t be included in the plan if the printer can’t get ahold of you.
Mark Helmer of Helmer Printing, Beldenville, Wisconsin is the printer handling the project. Mark shared that while many furniture retailers would rather handle payment and placement themselves (to get the best local rate), most are unfamiliar with the insert process. That means that he takes on the task of calling publications directly to get the details needed to book the placement—and he’s running into a lot of dead ends.
In his words:
“It can be challenging to find this information on websites or through phone prompts. The menus usually default to classifieds, obits, or display ads, with no option for preprints. And when you do reach someone at the front desk, they often don’t have the answers we need.”
He went on to say that in the past, publications trained staff to be able to answer these calls on the spot. That made things quick and easy—and it meant more inserts got placed. Today, time-strapped agencies, printers and clients don’t have bandwidth to chase down data. If they can’t get an answer fast, they move on to the next paper.
Here’s what most are looking for when placing a preprint insert:
• Quantity needed
• Deadline for receipt
• Contact at the receiving location
• Sales contact (if different)
• Circulation map
• Info on zoning, routes, or full coverage options
• Insert rates (when available)
Mark shared the name of a publication that’s doing a great job of making the info he needs easily findable. The name of the publication is the Intercounty Leader and they are located in Frederic, Wisconsin. Their website offers a clear map and insert rate sheet—easy to find and download. Check out their site at: https://www.iccpaonline.com
So, now you may want to ask yourself: how easy is it for your publication to be included in the next co-op campaign? Are your circulation and insert specs easily accessible online? Can your team confidently answer questions from someone looking to place a preprint? If the answer to all of those questions isn’t “yes” then you’ve got some work to do!
This insert program is a real opportunity for you to secure more business for your publication. Let’s not miss it because a buyer got caught in your voicemail.
Now, go and get those inserts!
Lee
P.S. Here’s a pro-tip from Mark that I really like….
Call Yourself! When was the last time you called your own office pretending you were a customer or partner? It’s one of the easiest ways to spot friction points in your process—and one of the fastest ways to fix them. Try it today. Call your publication using the main public phone number—just like a new advertiser or vendor would. Pretend you found the number online, in one of your ads or from a friend. Can you easily reach someone who can help? Is it a quick and smooth experience for someone who knows nothing about your organization? Remember, you only get one chance to make a great first impression.
Do you still have questions? Feel free to reach out to Mark: mark@helmerprinting.com