Marketing
FSI Campaign
The Country-themed FSI (free standing insert, e.g., Sunday coupon insert) program is produced annually by CMA and Marketing Events, Inc., on behalf of Valassis Communications. The project is designed as an advertising vehicle created to raise awareness of Country Music and to support traditional distribution channels, including radio, magazines, television, and newspapers. The objective of the FSI program is to provide a unique opportunity to participate in a multi-media event which will increase consumer awareness and generate extra consideration from the trade (grocery, drug, and mass merchandisers), thus resulting in incremental case sales of a product.
The CMA FSI program began in 1996 as a way to create partnerships between the advertisers and record labels, leading to cross promotions and expanded awareness of new Country Music artists. It includes a mix of sweepstakes offers, concert ticket giveaways, CD discounts and couponing. The program reaches 56 million households nationwide each June and 5.7 million C- and D-sized county households in September. An additional Canadian FSI reaches five million households each September.
For additional information regarding advertiser FSI opportunities,
contact Marketing Events, Inc. in Chicago; attention Tony DiFilippo,
312-552-4036.
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