PIP Series: Part 1: What exactly is a package insert program?

For many years now we at Connections have been bringing retail partners and advertisers together through online and offline partnerships.

The work that we do with our retail partners has evolved and now incorporates digital partnerships such as dedicated emails sent by complementary advertisers to a retailer's opted in email database, partnerships on a retailer's own social media pages, in-store giveaways and many more.

But the foundation of all these programs are, as they always have been, package insert programs.

A Package Insert Program (PIP) is the longest-established and most consistent of all the available partnership channels.

These are the offers from the likes of Hello Fresh, Doordash, Chewy etc that you see as a consumer when you receive your online purchase. Many studies have shown that exposure to an offer at the point of unboxing can lead to a favorable association between the customer and the advertiser. This then often leads into a purchase. That is why PIPs are among the most responsive offline media channels around.

And, for the retailer, it is the dictionary definition of a win/win. Their customer is presented with relevant, complimentary offers which often appear like 'gifts' provided by the retailer themselves rather than just a standard advertising activation.

And of course, these campaigns provide the retailer with much-needed, incremental revenue, often running into the many millions of dollars. Over the next few weeks, Connections will be posting content on the questions we are asked most frequently by retailers considering launching their own PIP.

Let us know what you think!