The ABCs of Testing
Other interesting points to note are the lower, introductory price on the first shipment, the promise of future freebies to keep prospects salivating and a guaranteed refund on any unwanted and returned coffee shipments.
Because even the best premiums can suffer fatigue, Gevalia Kaffe recently has been testing a plush bathrobe and a pump thermos against the coffeemaker.
Professional discount offers are typically used by publications that would go to professionals whose offices have waiting rooms, such as doctors or lawyers. Vogue's bold move into new territory makes it the first women's consumer magazine to successfully work the professional discount.
As the offer is price-driven and typically used by well-known publications, the mailing efforts are bare bones packages with only a stark outer envelope, carbon slip order form and a business reply envelope. A few marketers add short letters to the order form.
The price is always promoted as the lowest discount available, but the actual numbers get tested for maximum efficiency. The bill-me payment option is encouraged; the BRE is just for quick response but can pull in cash with order.