Proper Positioning

The bottom line is that you’ll maximize results from both prospect and retention inserts by taking a proactive strategic approach. Inserts can help you achieve overall profit and sales goals more effectively and efficiently, but only when they’re part of your overall media mix.

Shari Altman is president of Altman Dedicated Direct, a direct marketing consultancy specializing in acquisition, continuity, DRTV and loyalty marketing. She can be reached at (336) 969-9538 or saltman@altamndedicateddirect.com.