Nigel Swabey, the UK’s “catalogue king” behind Scotts & Co, Scotts of Stow, Bloom and The Traditional Garden Supply Company, is launching a new insert programme, offering over 200 million targeted inserts at what he insists will be a fraction of the cost of a postage stamp.
Mail Train Media will provide a direct advertising solution that is claimed to be more cost-efficient and better targeted than press inserts and online advertising, with guaranteed circulation figures and costing 80% less than direct mail.
The new programme is being aimed at brands that want to reach affluent male and female consumers aged over 55 who have shown a preference for shopping direct from home.
With over 30 million separate catalogue mailings planned for 2021, Scotts & Co is so confident that Mail Train Media will provide a cost-effective solution for brands that it is offering first-time advertisers an opportunity to test 50,000 inserts for free.
The launch comes at a time when people are spending more time at home than ever before due to the coronavirus pandemic.
Swabey, who is chairman of Scotts & Co, claims the increase in home working caused by the pandemic has set in motion a trend that is likely to last well beyond the end of any lockdown.
He said: “Consumers are going to be spending more time at home in future. With so many having discovered the sheer convenience of direct home shopping over the past six months, the response to personally-addressed advertising mail is now greater than ever.”
Swabey adds that response rates to the firm’s catalogue mailings have soared by over 75% compared with 2019, but did not provide details of previous rates.
Over the next 12 months, advertisers and agencies will have access to this pre-qualified audience for Scotts & Co.’s biggest catalogue titles: Scotts of Stow, Expert Verdict, Gift Discoveries, The Traditional Garden Supply Company, and Bloom.
The firm insists all Mail Train Media mailings will be fully personalised and fully compliant with GDPR.
Swabey added: “Unlike inserts in newspapers and magazines, neither shortfalls in circulation nor returns of ‘unsold’ copies will arise. Our circulation figures are guaranteed and advertisers can access records of postings at any time.
“Similarly, pure play online advertising cannot compete with the power of this new medium, which is more cost-effective, stays longer in the home, and creates a much stronger impression – particularly for an older audience.”
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