The focus needs to be on PROCESS not on plan. If a continual, ongoing planning process is in place, a written business plan is just not important. Writing a business plan without a planning system in place is a massive effort that is done very infrequently. Many businesses write three to five year plans and update them annually. The plans are reviewed periodically during each year to analyze plan vs. actual variances. Little, if any, thought is given to strategy between annual updates. Strategy should be focus everyday. Setting up a planning system allows and sometimes forces you to focus on strategy. A planning system consists of two functions. One is a goal setting and attaining process, and other is a trend watching or environment scanning process. Setting up a planning system takes several steps. The first and foremost task is to set aside or make time for planning on a regular, ongoing basis. It must become part of your routine, not an occasional event that can be easily postponed. In evaluation phase, owner or management team and company are analyzed. From analysis, key or critical areas of business are identified. These areas are filtered down to focus on most important ones. Performance measures are determined and systems to gather and process necessary data are set up, if needed. A base of current performance is used to set goals.

Now regular, ongoing stuff begins. Strategies are formulated, tested, implemented, monitored, and reworked until goals are achieved. Each planning session is split between working on strategies and trend watching. As goals are achieved, goal setting and strategy formulation process begins again.

Let’s put focus back where it belongs on continuous, ongoing planning instead of writing business plans. As Karl Albrecht said in his book Corporate Radar, “The majority is not always right, conventional wisdom is not always wise, and accepted doctrine could well be flawed. The more fashionable an idea, more it is likely to be exempt from critical evaluation. Breakthrough thinking sometimes calls for contradicting most widely held assumptions and beliefs.”

Tip # 2

Alternatively, with your broker, identify potential programs NOT on market that may accept your insert.

Tip # 3

Use large, bold type and a strong, simple offer on your

insert. All rules that apply in creating a compelling space ad also apply in creating a compelling insert.

Ask yourself, "What is it, exactly, that I want my prospect to do when they get my insert?" Then put that in your headline.

Tip # 4

Make sure that you are utilizing maximum allowable size of insert.

Tip # 5

Make sure that it is easy to respond (this should go without saying). And use free offers to generate leads.

Tip # 6

Make it clear why your insert is riding along inside package. You need to link your copy into relationship that already exists between company offering PIP and your product or service.

For instance, a Home Depot insert that went to new homeowners said, "You've just moved in..."

Tip # 7

Always have new offers and new creative ready to go. After awhile, if PIP program is a regularly shipped item, people get tired of seeing same old ad. So you need to mix it up once in awhile.

Tip # 8

If you've been successful with one PIP program then test a few more. ______________________________________________________

Here Is a Comprehensive List of PIP Program Managers ______________________________________________________

Leon Henry practically invented package insert business. They still have largest and perhaps most experienced PIP brokers in industry.

Leon Henry, Inc. 200 North Central Avenue Suite 220 Hartsdale, NY 10530-1940 Phone: (914) 285-3456 Fax: (914) 285-3450 E-Mail: lh@leonhenryinc.com Web Address: www.leonhenryinc.com

Here are several other PIP management companies.

1. AM/Direct (Peterborough, NH); (603) 924-9262

2. American Marketing Network (New York, NY); (212) 243-8065

3. AMG Global (Redbank, NJ); (732) 741-0585

4. Atrium Marketing Group (Chicago, IL); (312) 733-3383, ext. 36

5. Bernice Bush Co. (Irvine, CA); (949) 752-4210

6. BrightStar Marketing (Lake Bluft, IL); (880) 700-7483

7. D-J Associates (Ridgefield, CT); (203) 431-8777

8. DK Group (Hillsdale, NJ); (201) 358-6100

9. Edith Roman Associates (Pearl River, NY); (845) 620-9000

10. Effective Mailers (Roseville, MI); (248) 588-9880

11. Everyday Media (New York, NY); (212) 481-7300

12. Gage Marketing Services (Minneapolis, MN); (612) 595-3862

13. GTE Directories Direct Delivery (Tampa, FL); (813) 664-5400

14. IDG Communications List Services (Framingham, MA); 1-888-IDG-LIST

15. List Services Corporation (Bethel, CT); (203) 743-2600

16. Media Solutuion Services (Atlanta, GA); (770) 955-3535

17. MKTG Services (Newtown, PA); (215) 968-5020

18. Our Tribe Marketing (New York, NY); (212) 462-0036

19. Pihera Advertising Associates (Lebanon, OH); (513) 932-5649

20. ProForma PrintNet (Marina, CA); (323) 692-9200

21. Right Lane Media (Saint Paul, MN); (877) 412-3200

22. Select Publishing (Madison, WI); (608) 277-5787

23. The American Mailshop (Sioux Falls, SD); (605) 338-4004

24. The Media Organization (Woodbury, NY); (516) 496-2577

25. Tobin Productions (New York, NY); (212) 727-1500

26. VentureDirect Worldwide (New York, NY); (212) 684-4800

27. Vis/Aid Marketing (Inglewood, CA); (310) 399-0696

28. Walter Karl, Inc. (Pearl River, NY); (914) 620-0700

29. Web-Magnets.com (Hot Springs, AR); (501) 627-0817

30. Worldshop (Grand Rapids, MI); (616) 957-0555

____________

Conclusion ____________

Getting Eric's gift from Omaha Steaks reminded me just how powerful a Package Insert Program can be. And package insert programs are just one type of alternative media.

There are many types of alternative media to choose from to reach your target market:

Ride-Alongs

Co-op Mailings

Statement Stuffers

Sampling Programs

Card Deck Mailing

Catalog Bind-Ins/Blow-Ins

Newspaper Inserts

Supermarket take-one racks

It's wise to work with an experienced broker who understands industry and can help guide you through to successful campaigns.

The broker doesn't cost you anything. The company offering insert media pays broker so you'd be silly not to work with an experienced broker.

Now, if you'll excuse me, I have to get back to eating one of my Omaha steaks!