Many trade magazine publishers also have card decks which may represent the circulation of one publication, or an unduplicated list subscribers to several titles. And while card decks have long been a creature of business-to-business markets, some consumer-oriented companies are starting to get into decks as well. Leon Henry, VentureDirect, and Millard Group are companies offering consumer-related decks (see below).

The Downside: Quality/Quantity Balance

Somewhat like the so-called "bingo" or reader service cards in magazines, one of the problems with card decks is that it is often too easy to respond to them. Flipping through a deck of cards and pulling out anything that looks interesting at the moment makes this medium a tire-kickers delight. Some decks even include preprinted labels so the recipient needn't write his or her name on the card, but just affix a label.

As outlined elsewhere in this series, marketers need to be careful of the "Quantity/Quality Ratio." Attractive free offers with quick-and-easy response mechanisms invite abuse by less qualified respondents. It is advisable, therefore, to place a few hurdles in the road that only the more interested -- and therefore better qualified -- prospect will work to overcome.

These can be as simple as requiring the prospect to affix a stamp to the card, rather than using the more common postage paid business reply mail. Another is to require a phone number and perhaps include a "best time to call" slot to make it clear that the respondent can expect a phone call. Generally, the more information you request on the card, the higher the level of qualification.

Another strategy, especially if the fulfillment material is costly, is to re-qualify card deck prospects through a follow-up mailing or even a phone call if the financials permit.

Finally, be sure you know how each list is compiled. Sometimes the list itself can offer substantial qualification -- or not, depending. Always ask.

More About Co-ops

The competitive environment in a co-op envelope is significantly more intense than with some other alternatives. Four-color images are virtually mandatory. Graphics should be bold, but limited, with eye-catching logos.

Fine tune your offer to match the co-op's various markets, testing several if necessary. Offers should be "no-brainers," simple, quick to read and easy to understand. This is not a place to innovate. Make your piece as large as the envelope will permit.

Pricing for co-ops is usually negotiable, so ask questions. Back End Analysis is Critical

The primary keys to success with any form of alternative media is to carefully key each insert or card for each list and medium used and analyze the conversion rate based on your criteria for a "qualified" lead. Cost per qualified lead, not response rate, is the critical metric in alternative print media.

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Copyright 1998, George Duncan, All Rights Reserved With thanks to Leon Henry for permission to use his material. Leon Henry, Inc. can be reached at 914-723-3176.