DM NEWS: The unlikely insert can return great results

INSERT MEDIA HAS always been about leveraging a pre-existing, engaged audience for a targeted message. Aside from the blow-in, the package insert or the statement ride-along, printed inserts find their way into many unlikely places. In all cases it is a format that thrives on understanding not only the target but also the value of good real estate.

For example, Commerce Bank uses tissues to help drive new business. For the past two years, the 30-year old company has placed coupons for $20 or $25 redeemable with the opening of checking account with direct deposit inside a branded tissue pack.

"The tissue pack is a unique medium, and it's very effective," says Ron Mendoza, vice president of merchandise at Commerce Back, headquartered in Cherry Hill, NY. "It's the favorite item in all our blitzing efforts."

In fact, of the 600 promotional items in its inventory, Commerce Bank hands out 1 million branded tissue packs a year – an amount bested only by the bank's branded pen, of which 20 million are distributed yearly.

"The advantage to the tissue pack is that it has the ability for a call to action," Mendoza says. "It's effective and transportable." The tissue packs are produced by AdPack, a division of Itochu International Inc. Pocket-sized, a plastic sleeve surrounds the tissue and is customized with Commerce Bank's logo and messaging. Commerce Bank promotes itself as "America's most convenient bank," with services including office hours seven days a week, free coin counting machines, and online and over-the-phone banking. Commerce Bank has nearly 450 locations throughout New York, Philadelphia, Washington, and South Florida.

The branded sleeve holds the 3-inch by 4-inch coupon, making it a sales vehicle for one of the bank's most challenging accounts to promote – the direct deposit checking account. The tissue pack has done so well that Commerce Bank has plans to debut a pack carrying a $25 plastic gift card for retail transaction, contingent on the opening of a checking account. The launch is planned for mid-October.

A billion dollar industry in Japan, AdPack CEO Steve Jacobs says there has been a "slow-process" of adoption of the tissue pack as an ad vehicle in the US market. The latest trends in usage have included mini-catalog inserts and messages that drive consumers online.