Speaker Outlines Benefits of Using an Insert Broker

Share this content:
RYE BROOK, NY -- The benefits of using an insert broker were among the topics addressed by a speaker at the Alternate Response Media Council's "Insert Media Success Stories from a Mailer's Perspective" breakfast yesterday.


"From our perspective, whoever your broker is, you want to make sure they have certain established relationships within the industry with various program managers -- people that have been around for a number of years," said James M. Kushner, director of marketing, alternative media, at Guthy-Renker, Santa Monica, CA. An experienced broker has "systems in place already that will help you get a test campaign off the ground quicker."


Also featured at the event was Donna M. Malavolta, senior account executive at Singer Direct Inc., Scarsdale, NY. She suggested that managers and program owners review their own programs.


"See where any given mailer may have been in their program," she said. "Maybe they've only tested once. Maybe they tested once and returned with a small expansion and then they dropped the program. Go back to your broker and say, 'What would it take to get you back in there? Is there some sort of rate or is there some sort of number that we can work together to get you back in to see if we can save this program?"


She added that, "as a broker, you should not be going out there and just asking for one given rate for every single program."


But Kushner said there is a point at which a rate could be too low and the manager could lose money.


"You could always say 'no' if a rate we need is far below what the cost is for the owner," he said.


In the question-and-answer session, Kushner was asked whether celebrities are paid based on sales or according to a flat rate. "It depends on the contract," he said.


He also was asked about protection against celebrity spokespeople who generate negative publicity due to events in their personal lives. He drew laughter when he deferred to his company's legal department.


Loading links....
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here