Old-school printed inserts can still be cost-effective lead generators. At a recent conference by the National Etailing and Mailing Organization of America (NEMOA), Dennis Erickson, senior vice president of insert and print media at Paradysz, shared ideas culled from catalogers like L.L Bean on how to turn old-fashioned paper inserts into online lead engines. One way is to highlight a "hero" product that is a seasonal, or perennial, strong seller to create brand interest and drive prospects to your website for purchase or catalog request. Another proven option is to match magazine inserts with the publication's editorial content for top-of-mind appeal. For more of Erickson's tips on effective insert strategy, see the chiefmarketer.com article at http://chiefmarketer.com/direct-marketing/how-generate-leads-insert-marketing.
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