Opinion Research Corporation found
As an industry-specific example, Euromonitor International reports that…
A Nielsen study determined the factors of a purchase that could sway consumers, too.
This kind of information is important in determining which aspect of your product is better than the competitors’ in order to leverage that element as a selling point.
by Bernard Martin
Onserts are a unique opportunity for publishers to provide the next level of advertisement to their premium brand advertisers who truly want to distinguish themselves from the competition. Onserts are not like inserts!
First, let's compare the types of inserts to onserts:
How many Inserts per issue?
How many inserts could be inside a given publication? As an advertiser, you may never know. The consumer opens the poly bag and out falls three inserts. There's even more glued inside and, what's that smell? It seems like there are different scents inside the magazine.
What make's an onsert different?
There can be only ONE!
There can be only one Onsert attached to the magazine! Yes, there are different types of onserts, but there is ONLY ONE onsert per magazine!
"Brands use many tactics to persuade consumers to buy their product, but there is one method that has proven its effectiveness time and time again–product sampling. For centuries, brands have been using free samples to get products directly into the hands of their consumers. It’s a true win-win for both sides, as consumers are thrilled to be receiving free product, and brands see an increase in sales as a result.
Despite your personal experience of receiving free products from brands, you may be asking yourself the question: How can product sampling help my brand? Though the overarching concept may be clear, there are many layers and factors that go into the art of sampling. This extensive guide will define and elaborate on the concept of product sampling, and break down the different methods being used by brands around the world."
by Bernard Martin
Your onsert should contain a recycling statement and it's not just because you are being a good citizen of the World. Although being a good citizen is a great reason in and of itself, there are those managers who don't want to give up the precious advert space for a recycling message.
Here's your opportunity to be creative!
Recycling to Encourage Pass Along
Think about the following two recycling messages:
by Bernard Martin
SampleMax has undertaken extensive research to assist our licensees in the use of onsert cards for their marketing purposes. One of the questions we have been asked a lot is " Does it cost more the mail?" We worked with Leanne Herman from RR Donnelley and several folks at the United States Postal Service to get the answers. Here's the important part:
"As previously discussed, the entire carrier, including the boxlike areas above and below the product sample, is considered advertising space (even if blank). Additionally, the carrier is eligible as a Periodicals supplement."
The sample we sent over for review sample consisted of a Periodicals publication poly-bagged with a plain white cardstock onsert product sample carrier:
Below is the excerpt from the United States Postal Service standards:
DMM Revision: Periodicals — Endorsements, Supplements to Bound and Unbound Publications
DMM Revision: Periodicals — Endorsements, Supplements to Bound and Unbound PublicationsIn response to customer needs, effective May 31, 2012, the Postal Service™ will revise Mailing Standards of the United States Postal Service, Domestic Mail Manual (DMM®) 707.3.3.5 to modify the marking standards for supplements to bound publications. Supplements prepared with bound publications that are enclosed in a complete wrapper, polybag, or envelope may be mailed without the endorsement “Supplement to…” followed either by the title of the publication, the name of the publisher, or by “Periodicals Publication.” This change will unify bound and unbound supplement endorsement requirements and simplify preparation of preprinted advertising in bound publications.
Mailing Standards of the United States Postal Service, Domestic Mail Manual (DMM)
* * * * *
700 Special Standards
* * * * *
* * * * *
3.0 Physical Characteristics and Content Eligibility
* * * * *
3.3 Permissible Mailpiece Components
* * * * *
[Revise the introductory text of 3.3.5 as follows:]
A supplement is one or more pages (subject to 3.3.1) formed by one or more printed sheets that are not bound into a publication. A supplement may be devoted to a single topic and may contain material different from that in the host publication. A supplement may not be mailed at Periodicals prices by itself. The length and height of a supplement may not exceed those of the host publication except when the host publication and the supplement are contained in an envelope, polybag, or other complete wrapper or under 3.3d. Supplements are subject to these conditions as applicable:
[Delete current items a and b in their entirety, and add new items a through d as follows:]
a. If a supplement to a bound publication is formed of more than one sheet, all sheets making up the supplement must be bound together.
b. A bound publication mailed with one or more supplements must be enclosed in a wrapper.
c. A supplement to an unbound publication that is not prepared in a wrapper, polybag, or envelope must be combined with and inserted within the publication under 3.5.4.
d. A wrapper is not required when a loose addressed supplement is included within the same mailing as the host publication, bears a proper delivery address, contains at least 25% nonadvertising material, and includes on the front/cover page the endorsement “Periodicals Supplement to” followed by the exact title and issue date of the host publication. The external dimensions of such supplements may exceed those of the host publication provided they are of the same processing category as the host publication.
Samples are an efficient means to make consumers test new beauty products and influence their purchase decisions; all product categories are concerned, including makeup. In a recent study, The NPD Group found that one in five makeup users have received a makeup sample in the past year. Even the relatively new sample subscription programs are proving efficient.
Making consumers pay for samples may pays off long-term for manufacturers and retailers. Actually, among women who subscribe to makeup sample subscription programs, 83 per cent were influenced to buy the full-sized product, according to the 2014 Makeup In-Depth Consumer Report, The NPD Group from The NPD Group.
“The idea of offering samples has been around for some time, but sample subscription programs are a fresh way for manufacturers and retailers to engage with interested consumers and monetize their sample programs, while consumers discover brands or products they may not have been aware of previously,” said Karen Grant, Vice President and Global Beauty Industry Analyst, The NPD Group. “Women strive to find a makeup product that works for them, and when they do, that is the primary reason they become loyal to it.”
Most women like to self-test products without pressure, and samples give them that ability. Take home samples are the second most popular makeup shopping preference, over things like salesperson explanation and personal consultation, but retailers are finding new ways to incorporate samples into the shopping, and even purchasing, experience. According to the market research firm, one in five makeup users have received a makeup sample in the past year, primarily from retailers (17%).
Women under the age of 55, specifically the 18-34 year olds, are most likely to report receiving a makeup sample in the past year.
Makeup samples strongly influence purchase decisions for about one-third of women, while over half are somewhat influenced by these samples. The 35-54 age group is the most likely to be influenced by samples, indicating opportunity that goes beyond the youngest generations.
“Sample subscriptions are still relatively small in their reach, but their potential impact on the makeup industry is significant. Incorporating this method of product discovery into a marketing and sales strategy can uncover new consumers and expand on target audiences,” added Grant.
Source: 2014 Makeup In-Depth Consumer Report, The NPD Group
original article can be found at Premium Beauty New
"The best way to sell somebody your product is to put it in their hands".
That been the adage of people selling products since the guy who invented the wheel and axle attached it to the dark behind basket. That being said, an advertiser or publisher still needs to know how statistically effective is it to provide a product sample to consumers.
From January 18 to February 15, 2008, Arbitron and Edison Media Research conducted a national telephone survey. 1,857 respondents, ages 12 and older, were selected at random from Arbitron’s 2007 fall diarykeepers. In geographic areas where Arbitron diarykeepers were not available (representing 8% of the population), a supplemental sample was interviewed through random selection.
The final report was titled: "Product Sampling Study" and it found product sampling reaches 70 million consumers every quarter, and one-third of customers who try a sample will buy the sampled product. Samples play a very significant factor in brand loyalty and awareness. More than 58% of those surveyed reported that they would buy the product again.
Consumers were grouped into three categories: Acquisitions, or those who were new to the sampled product; Conversions, or those who had heard of the product but had never bought it; and Retentions, or those who had previously purchased the product.
Fully 85% of the Retentions and 60% of the Conversions said they would in the future purchase the sampled product; samples encouraged nearly half (47%) of the Acquisitions to purchase the product in the future.
"Will you plan to buy the product sampled in the future"
The study also found:
Here's where you will find some ideas on how to maximize your onsert marketing, some press releases, news stories and events.