Pop...use your imagination...just a little bit... For example: A.
Members Only are mailed the inserts for belonging to the 'club'. B. Include insert with merchandise (posters, tickets, keychains, t-shirts, etc). C. Give away the inserts at concerts, store releases, autograph signings, etc. D. Include a promotional aspect (win a vacation, dinner, hotel, etc). E. 1000'th scan wins tickets, vacation...