Eyes Glued on Meredith
Not many marketers can justify the costs of an 8-1/2" x 12" polybag acquisition mailing in this economy. Meredith Publishing Group can.
The Des Moines, IA-based publisher of more than 150 special interest magazines historically has enjoyed success with this over-sized package format, and was in the mail with it again in June with a three-years-for-the-price-of-one subscription deal for Better Homes and Gardens (202BEHOGA0603). Like many of its "big-poly" efforts, this one is jam-packed with selling tools: a two-page letter, a brochure, two inserts and two lift letters. Only this time, the creative team at Meredith made a clever tweak.
Spot-glued to the back of the 8-1/2" x 11" order cardbelow teaser copy that reads, "There's never been a better time to subscribe"is a buckslip promoting Better Homes and Gardens' "All-Time Favorites" cookbook premium offer. When the recipient peels off the buckslip, more copy is revealed on the order card: "It's double our best offer ever! Reply within 10 days to activate your TWO FREE YEARS!"
Meredith Publishing Group's Vice President of Creative Services Ellen de Lathouder says the initial test incorporating a "tip-on" (or "glue-on") lifted enough response to roll out.
"How we chose to present this premium is working. We thought, 'What if we glued on the premium buckslip and have [recipients] insert it in the BRE,'" shares de Lathouder. "It was one of those fun things that come out of a creative meeting."
The strategy employed here, de Lathouder says, is to hone in on the coupon-clipper mentality, where recipients feel as if they must redeem the coupon to receive two free years of Better Homes and Gardens and the free cookbook.
"I don't think anyone's done a tip-on or glue-on before," says de Lathouder, commenting on its interactive allure. "The recipient is forced to pull it off to see what it's all about."
When marketing via mail for new subscribers, rarely does Meredith sway from offering two years for the price of one or, better yet, three years for the price of one. And even more seldom does its premium offer become the focal point of the package. "We don't have premium-driven packages," de Lathouder affirmsa clear sign that right now Meredith is not afraid to be bold in the mail.
Asked if Meredith will apply its newfound tip-on technique to mail pieces for its other publications, de Lathouder said, "When it works on one, most likely it will work on others. Going forward, it would be foolish of us not to try it on some other controls."