As a marketer, you may be surprised to learn that today’s consumers still turn to traditional media despite an increase in their digital media consumption habits. According to a Coupon Trends report by Inmar, coupons are still the most powerful influencer among shoppers, and many of those coupons are found and clipped from newspaper inserts. In 2014, distribution increased by 3.2 percent and 2.9 billion coupons were redeemed.
Newspaper Inserts Have a Wide Reach
Also known as free standing inserts or FSIs, newspaper inserts are the single sheet ads placed in the center of newspapers that are distributed to readers in targeted ZIP codes. These inserts include a variety of promotional offers such as information on current sales, mini-catalogs, and new product launches.
Savvy shoppers use these inserts to save on products and services they use often. And, despite what you’ve heard about newspaper circulation declining over the last few years, inserts still reach approximately 50 million households on a weekly basis. That’s not a number to sniff at.
The most advantageous aspect of advertising with these inserts is that they drive consumers to take action. For example, a survey conducted by MORI research found that 70% of consumers “regularly” or “occasionally” read newspaper inserts, while 60% of consumers clipped coupons from newspaper inserts and 50% purchased a product as a result of an ad.
Newspaper Inserts Bridge the Online and Offline Divide
Is advertising with inserts an “old school” approach? Undoubtedly. But this “old school” offline tactic supports mobile commerce and ecommerce spending trends. A survey conducted by Valassis found that within 30 days of viewing a newspaper insert, 30% of people went online to get more information.
Newspaper inserts are also incredibly effective for retailers who want to drive foot traffic into their brick and mortar stores. In fact, a recent article in the Wall Street Journal has broken the good news that newspaper inserts drove more retail shoppers than digital ads and are, without a doubt, the most powerful drive-to-retail media available to marketers.
4 Reasons to Include Newspaper Inserts Into Your Marketing Mix
As you’ve just read, newspaper inserts generate a high response from consumers who seek these marketing messages during their shopping routine. Here are four more reasons why including inserts into your multi-channel marketing strategy can bring you a return on your investment.
- Lasting Power
The thing with digital ads is they are fleeting. They’re there one second and gone the next. But newspapers have real lasting power and tend to stick around in consumers’ homes longer than most other media. This means people spend more time interacting with inserts and browsing deals and offers. - You Can’t Beat Sunday Shoppers
Getting your inserts into the Sunday paper is like getting your kid into Harvard: You can expect good things from it. Sunday is considered “shopping” day for many consumers. This is the day people actively seek out the inserts so they can plan their weekly shopping schedule. Can you imagine having consumers actively seek out your ads? - A Massive Audience
Don’t believe all of the hype about print being dead. Statistics clearly show that newspapers still reach a very large audience. In fact, according to data from the Newspaper Association of America, 83% of adults regularly or occasionally read a newspaper while 56% of young adults between the ages of 18 and 34 read the newspaper either in print or online. - Consumers Adore Anything That Makes Their Life Easier
You’re a consumer. Don’t you tend to love anything that makes your life easier? Well, newspaper inserts save consumers time and money. Consumers rely on inserts when researching offers on products they are planning on buying and they enjoy browsing to discover even more ways they can save.
Newspaper inserts continue to be one of the most influential marketing channels with the power to affect consumers’ buying choices. Inserts help consumers find what they need at an affordable price while increasing brand awareness. If you haven’t incorporated inserts into your multi-channel marketing mix, now’s the time.
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