Parcel inserts have been around for a while now, but new tracking technology has the potential to make them a major marketing channel.
One of the curious – and sometimes infuriating – things about marketing is the way it’s able to insert itself into almost every area of daily life. Aside from the thousands of daily advertising messages through traditional channels such as TV, digital, newspapers, magazines, direct mail and billboards, there’s a constant stream of new ways for a brand to grab your attention.
Stare down at your feet when walking up a staircase at a train station and you’re faced with an advert, walk through a busy town centre and there’s an experiential ‘pop-up’, watch your favourite soap and there’s a carefully placed coffee cup. Now marketers have cottoned onto the positive feelings associated with opening a parcel.
Of course, package inserts have been around for a while now – usually for boxes of wine or meal subscriptions – but the one thing that’s stopped them from gaining traction in marketing circles is their inability to be assessed. Inserts are packed, parcels are sent out, and whether the consumer takes action is a complete unknown.
However, a company in America has recently developed the technology to track these inserts, making it simpler for marketers to monitor their impact and get a true picture of the performance of this relatively new channel.