Direct Marketing in the Land of Oz
IMS mails offers to Australia for four of Agora's heath newsletters and four of its health book titles. After IMS built files of a few thousand names for each of these titles, it adopted a local approach for their respective renewal packages and insert advertising, and consequently saw another jump in response.
Agora continues to mail 40,000 to 70,000 pieces per title per quarter in the Australian market.
National Geographic's Premium Test
"Survivor II" and the 2000 summer Olympics in Sydney may have drawn the world's attention to this land of the kangaroo and koala, but Australia has proven a highly responsive market for the National Geographic Society for many years.
"Australia has always been one of our best markets, because it is a substantial market and is English-speaking," says Walt Terry, National Geographic's senior manager of international business development.
Unlike its other international mailings, the package National Geographic currently mails was both designed and tested in the Australian market, rather than adapted from a U.S. control. Its current acquisition package is a two-color A5 outer-envelope that uses more four-color pieces than other international mailings.
"The Australian market," says Terry, "thrives on color and pizazz." He explains that National Geographic can afford to use more four-color pieces in this market because it takes advantage of Australia's domestic postal rates by mailing within the country, rather than paying international rates to mail from the United States.
The cost of membership in the National Geographic Society is priced in Australian dollars, which is significantly lower in value than U.S. dollars. However, Terry says, the mailer recoups what it loses in revenue through savings on its promotions, which also are created and mailed in Australia.
According to Terry, Australia also is a market that responds well to premiums. Two years ago, the mailer began offering prospects entry to its sweepstakes and a chance to win a National Geographic expedition—a prize closely associated with its product. Recipients could enter the sweepstakes regardless if they ordered or not, but respondents received a free world map with their paid order. (The National Geographic Society successfully has used a world map as a premium for more than five years.)