Get Personal with Your Audience
Bookspan is counting on the relationship former club members have with its The Good Cook book club editor to persuade them to come back to the fold.
As editorial director, Patricia Adrian is the face of The Good Cook book club. Not only does she choose its book selections, but her picture, comments and recipe recommendations are strategically placed throughout this full-color, 28-page, 8" x 101/2" magalog (125GOOCOO0403B).
The book club adopted editorial-style content to its mailing several years ago to make it as personal as possible, recalls Adrian, who offers lapsed members several enticements to renew within an appeal fashioned as an editor's note on the inside front cover of the magalog.
"So much has happened in the world of cooking since you've been gone," writes Adrian. "That's why I put together this exclusive welcome back selection of new and award-winning books."
Adrian's photo and presence are not restricted to the mailing's letter, however. Photos of Adrian alongside world-famous chefs are spotlighted throughout the mailing. For example, a photo of Adrian with Lidia Matticchio Bastianich is placed on the same page promoting Bastianich's cookbookthe cover of which is displayed next to a two-page inside spread to give recipients a sneak peak at its delicious dishes. Several more author/chefs also are highlighted with a photo and pull quote about their favorite kitchen gadget.
By incorporating editorial pieces like the Barefoot Contessa Ina Garten's "Top 10 Kitchen Tools You'll Use Over and Over" and recipes for orange almond madeleines or Tuscan-style Porterhouse steak in its mailing, The Good Cook gives recipients a taste of what they can expect as returning members of the club.
This editorial theme kicks off on the cover, where the headline "fresh ideas from today's tastemakers" foreshadows the authors' appearance in the mailing. (This headline serves up a double meaning, also positioning The Good Cook book club as a "tastemaker.")
According to Adrian, the club's front-end promotions mirror the monthly selections catalog and special promotions it sends its members to create a seamless transition, so as not to disappoint new members.
A search of the Who's Mailing What! Archive reveals The Good Cook abandoned its slim-jim sized mailing in favor of the larger 8" x 10-1/2" format approximately a year ago. For example, the June 2002 mail stream produced a prospecting magalog effort in the less traditional format size of 81/2" high by 10" long; the cover image of a hunk of dark chocolate cake was a departure from the berry tart photos that had taken center stage in the magalog control for several years.
While Adrian confirms the larger format still works for the club, she says the marketer will soon return to the smaller, slim-jim format to save money and reduce its cost to acquire new customers.
Of course, a smaller trim size will mean less space for editorial features and photos, but Adrian promises to keep it personal.
Lisa Yorgey Lester