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The question we are asked more than any other here at Connections is how to judge best the success or otherwise of a package insert program (PIP) campaign.

 

All of our advertisers are looking for customers to cross the bridge between an offline ad and an online response, without the help of a tracked click or an attribution window.

 

It is a challenge, for sure. But here at Connections, we have been facing that challenge head-on for many years.

 

Different advertisers use different methods, and a lot depends on the level of experience and comfort they may have with the channel. Connections are happy to work with whatever approach our advertiser prefers, but if consulted, our recommendation would always be for the following: 

 

Unique tracking codes (example Wayfair) - one way that advertisers can accurately track campaign response is through unique tracking codes. This is where a different tracking code is printed onto every insert used. This approach ensures that each code can only be used once, as it becomes void after redemption.

 

This resolves the issue of potential sharing of an offer code via online forums, which leads to exaggerated responses, as some responders may never have received the actual insert.

 

Similarly, unique QR codes can be printed on each insert to ensure the same protection (example Disney+ Streaming). 

 

This is the approach we recommend to all our advertisers, and Connections can manage all aspects of a campaign such as this. From creative consultation to printing. Delivery to post campaign reporting.    PIPs are not untrackable; you just might need to use a bit of creativity!