|
|
|
|
|
| Login | Home | Contact Us | About Us | Coverage Map | New Media | Print Services |
 |
||||||
 
|
Q: Why should I use Echo Media to manage my statement or program? Q: What are the benefits of having an exclusive management relationship versus allowing multiple sources to sell a program? Q: What if I have been contacted directly by advertisers that have an interest in participating in this program? Q: As the “Mailer” do I get to control which advertisers go in my statements if I outsource the management of an insert program? Q: What is a general contract term for program management? Q. Why should I use a manager instead of running an insert program in-house? A. The primary reason for outsourcing program management is to ensure that there is no need for you to increase staff or re-allocate resources to run the program. Remember, the goal is to fill unused postage that has already been paid to either offset mailing costs or produce revenue; it is not to become a media company. Entering into a reasonable agreement with a management company with a predetermined fee based on a percentage of sales generated protects you, the “Mailer,” in that you only pay the manager if they generate revenue for you. top Q. Why should I use Echo Media to manage my statement or program? A. Echo Media has over ten years of statement insert experience and over eight years of statement management experience, having developed many programs from concept to execution. Our comprehensive program launch strategy ensures program visibility in the marketplace through the following channels:
Q. What are the benefits of having an exclusive management relationship versus allowing multiple sources to sell a program? A. Giving a manager an exclusive management contract allows for the allocation of time and money towards program development, launch and promotion. Without exclusivity, there is less commitment to promote a program because of the potential that time and money invested will not be recouped. Additionally, active investment and promotion by one party will benefit all sources, not just the investor. It is also important to keep in mind that for the “Mailer,” exclusivity means that rates can be controlled more effectively. Third-party advertisers that have multiple sources for a program tend to “price shop,” giving the business to the lowest cost provider, thereby driving revenue for the “Mailer” down. top Q. What if I have been contacted directly by advertisers that have an interest in participating in this program? A. Direct relationships with third-party advertisers can be negotiated into a contract on a case-specific basis, but are generally discouraged. An effective manager should be able to serve that relationship just as well as the “Mailer,” and the manager’s involvement in the process should assist the advertiser with creative services, production and printing and making the entire distribution process seamless and efficient. Active involvement with every order by the manager also ensures that there are no scheduling conflicts and that revenue for available weight is maximized. top Q. As the “Mailer” do I get to control which advertisers go in my statements if I outsource the management of an insert program? A. Yes. Although advertisers are pre-screened by a program manager, there may be cases where you as the mailer still feel that the image of the offer does not fit with the brand image you have built. In that case, as the mailer, you have the opportunity to reject the offer. It is one of the program manager’s responsibilities to ensure that offers brought to the “Mailer” for clearance are in line with the criteria set forth in advance. In addition, a manger should be willing to pursue relationships with target advertisers that suit the image of the “Mailer” as agreed to by both parties. top Q. What is a general contract term for program management? A. Most exclusive contracts are negotiated for a term of one year. At the end of the one year period, contracts are extended if the program is successful and well managed. top ©2005 Echo-Media.com. All rights reserved. Media properties represented on this site are not owned by Echo Media. Site Map |