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Insert Management - Client: Barnes&Noble.com
Objective - Launch new insert program, maximizing revenue generated for B&N.com by selling non-competitive 3rd party inserts into outgoing merchandise shipments, while maintaining brand integrity.What we did…what happened - MHM produced a program media kit, promoted the program via mail, e-mail and in-person meetings, and sold 59 new advertiser tests in the first year. 10 of these advertisers had never used inserts prior to the B&N.com launch. Extensive research was done using MHI proprietary research tools, Simmons and TNS/PIB to show prospective advertisers the affinity with the B&N.com buyers to their product or service.
MHM developed a multi-advertiser co-op insert to generate revenue from non-insert advertisers. Second year revenue exceeded year 1 by 42%, and exceeded client’s revenue goals.
