Although the voucher is still the industry workhorse, magazine publishers are successfully tweaking vouchers. Publishers are also beating voucher packages with larger formats, see-through packages.
October 26, 2006 (Press Release) --
New York, NY –Copywriter and Consultant Shira Linden of PromoWriting described hot acquisition strategies that are working in the marketplace right now at the Folio Show on October 24.
Ms. Linden said that while the voucher is still the industry workhorse, magazine publishers are successfully tweaking voucher packages when results start flagging. She discussed five strategies that are currently working:
· Using a larger, 6 x 11 inch format
· Adding a lift note
· Teaser copy - Reply in 5 days
· Teaser copy - DO NOT BEND
· Including a freemium
Linden referred to remarks by John Tighe, vice president for Time Inc. consumer marketing promotions and operations, who told the Direct Marketing Association of Washington’s Bridge Conference this July that Time Inc. had a 64% increase in sales when offers included a free item. “All you need is to drop something in the package such as a magnet or a greeting card and people will feel more loved,” Mr. Tighe said.
Samples that toppled prior controls were passed around, including the U.S. News Gold Award Winner in Circulation Management’s Best Direct Mail Campaign – consumer magazines. The #14 package beat out a long-standing Cable voucher control. Plus, a see-through package for Wooden Boat that performed 9% better than a double postcard control and a full package for Spin to Win that trounced a voucher were also shown.
Winning with e-zines and e-mail blasts, sweeps
Ms. Linden mentioned that Boardroom is using e-zines to turn buyers into multi-buyers. She showed attendees samples of Bottom Line Secrets, an e-zine that is sent three times per week. Two issues have editorial content with offers interspersed, while the third issue is all offers.
To close out the online segment, Ms. Linden discussed e-mail blasts such as one from Jane, where readers are invited to subscribe and give a gift subscription for free. According to circulation consultant Nicole Bowman, member-get-a-member strategies like this work really well for niche titles looking to expand their market, because most niche folks know others in the same market. And an aggressive 2-for-1 helps when lists are hard to come by.
“Sweeps are back,” Linden told the Folio audience, adding that they work best when they are tied to the magazine’s editorial mission. She closed by urging marketers to take risks, try new creative strategies, and test.
With 15 years of experience and many controls, Shira Linden, PromoWriting, has helped hundreds of companies sell subscriptions, products, and memberships.
A seasoned idea generator, brand builder and promoter, Shira writes punchy, impassioned copy that is hard-selling, product descriptive, and emphasizes key customer benefits. She’s developed a unique style one of her clients described as “hard-to-resist.” To inquire about sparkling copy that will boost your bottom line, give Shira a call at 203 371-0654 or visit www.promowriting.com.
Ms. Linden said that while the voucher is still the industry workhorse, magazine publishers are successfully tweaking voucher packages when results start flagging. She discussed five strategies that are currently working:
· Using a larger, 6 x 11 inch format
· Adding a lift note
· Teaser copy - Reply in 5 days
· Teaser copy - DO NOT BEND
· Including a freemium
Linden referred to remarks by John Tighe, vice president for Time Inc. consumer marketing promotions and operations, who told the Direct Marketing Association of Washington’s Bridge Conference this July that Time Inc. had a 64% increase in sales when offers included a free item. “All you need is to drop something in the package such as a magnet or a greeting card and people will feel more loved,” Mr. Tighe said.
Samples that toppled prior controls were passed around, including the U.S. News Gold Award Winner in Circulation Management’s Best Direct Mail Campaign – consumer magazines. The #14 package beat out a long-standing Cable voucher control. Plus, a see-through package for Wooden Boat that performed 9% better than a double postcard control and a full package for Spin to Win that trounced a voucher were also shown.
Winning with e-zines and e-mail blasts, sweeps
Ms. Linden mentioned that Boardroom is using e-zines to turn buyers into multi-buyers. She showed attendees samples of Bottom Line Secrets, an e-zine that is sent three times per week. Two issues have editorial content with offers interspersed, while the third issue is all offers.
To close out the online segment, Ms. Linden discussed e-mail blasts such as one from Jane, where readers are invited to subscribe and give a gift subscription for free. According to circulation consultant Nicole Bowman, member-get-a-member strategies like this work really well for niche titles looking to expand their market, because most niche folks know others in the same market. And an aggressive 2-for-1 helps when lists are hard to come by.
“Sweeps are back,” Linden told the Folio audience, adding that they work best when they are tied to the magazine’s editorial mission. She closed by urging marketers to take risks, try new creative strategies, and test.
With 15 years of experience and many controls, Shira Linden, PromoWriting, has helped hundreds of companies sell subscriptions, products, and memberships.
A seasoned idea generator, brand builder and promoter, Shira writes punchy, impassioned copy that is hard-selling, product descriptive, and emphasizes key customer benefits. She’s developed a unique style one of her clients described as “hard-to-resist.” To inquire about sparkling copy that will boost your bottom line, give Shira a call at 203 371-0654 or visit www.promowriting.com.
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