Case Study: Clinique's Print Drives Mobile/Online Response
In a digital era of e-readers, email and text messaging, it would be easy to assume that the traditional print marketing medium has lost its appeal. Yet studies on consumer response defy such predictions—direct mail, ad inserts and other print channels are still incredibly viable marketing tactics and continue to communicate a brand's offerings and appeal to consumers in ways that online channels simply cannot do alone.
Vertis Communications recently helped cosmetics brand Clinique use mobile to expertly launch a weekly circular with Bergner's (owned by Bon-Ton Stores, Inc.—a regional department store operating 280 department stores and 10 furniture galleries in 23 states across the U.S.). As part of its "Free Seven-Piece Set" giveaway, Clinique added a mobile call-to-action in a weekly Bergner's circular, urging beauty-buyers to text the word "GIFT" to sign up and receive exclusive text alerts for future gift giveaways.
With the large reach Bergner's circulars carried across the market, Clinique was able to populate a sizeable mobile database for future integrated marketing efforts.
Bergner's worked with Vertis Communications to build a sizeable mobile database for future marketing efforts. With this program, Bergner's and Clinique were able to reach a critical mass through a more traditional method of marketing—the circular—but made it a two-way conversation by letting consumers activate their interest via text.
The resulting mobile database that was built—as opposed to purchased—is as good as gold, because consumers confirmed they were interested in hearing from both Clinique and the retailer in the future.
Creative and Offers
The circulars were four-page tabloids, measuring 10-1/2 inches by 10-1/2 inches. The pieces featured Clinique's free gift set and a mobile call-to-action that asked consumers to text the keyword GIFT to the code 266866 to sign up to receive exclusive text alerts for upcoming gift offers.
The circular piece was not personalized because the goal was to reach a wide audience and then drill down to specific target consumers. That is one of the major benefits of incorporating various tactics from the print, online and digital worlds: Marketers are able to personalize messages once the consumer is in the fold.