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Package insert programs have traditionally been thought of as a valuable direct response strategy. And when the right advertiser is matched with the right retailer, that’s absolutely true ✅.

The matching of an offer for a product such as KiwiCo, Inc. to an audience of Carter's Moms, for example, cannot be beaten and is a recipe for outstanding response. Or putting an insert for jewelry in front of the Rent The Runway audience would yield more outstanding results.

We at Connections are confident in saying that because we manage both the Carter’s and Rent The Runway package insert programs—along with many more.

However, package insert programs can also play a very effective role in brand building 🌟.

Research has shown that physical media inserted into e-commerce deliveries not only has an outstandingly high level of consumer recall of the insert, but by extension, the brand itself is often kept for a significant period of time once the product has been delivered.

Whether the ad is pinned to a fridge or resides on the coffee table, that longevity in the advertising message is a dream come true for brand-building marketers 🏡.

When you stop thinking of package inserts as just a DR play, their potential benefits increase even more.