Newspaper Applications
Over 140 daily newspapers have enjoyed
tremendous success with the DVD and Dinner & Movie Gift Card
programs. The following are just a few of the proven high-ROI
applications:
"EZPay" Conversion
Virtually every newspaper has a commitment to increasing retention
through converting subscribers to "automatic payment plans". The DVD
Gift Card is a proven, easy and cost-effective promotion that will create
high-ROI results. Billing inserts, House/ROP Ads,
direct mail, website advertising,
customer service upgrades, targeted telemarketing, and
subscription signup upgrades are just a few of the most
popular marketing vehicles.
SUCCESS STORY: Several papers have converted thousands of
subscribers to "EZPay" using these promotions, and one client paper has
utilized the DVD Promotions to add 8% to their EZPay percentage in
the last 9 months alone.
Acquisition / Renewal
Low CPA (Cost-Per-Acquisition) is attained by offering a promotional
incentive that has a high real and perceived value to the consumer, combined
with a relatively low cost. The enormous popularity of DVD movies,
combined with the DVD image licensing rights, ease-of-use, and high
value/cost ratio makes this easily the hottest subscriber acquisition
promotion in the marketplace today. Single-Copy Tip-Ins,
House/ROP Ads, direct mail, website
advertising, kiosks, and telemarketing are the
methods of choice.
SUCCESS STORY: One our our newspaper clients has enjoyed tremendous
success offering a "DVD movie with your new subscription", and "Dinner
& Movie with your 6 month Renewal."
Prepayment Incentive
Persuading new and existing subscribers to prepay their subscriptions is
a proven way to increase both retention and cash-flow. Customer
Service marketing, telemarketing upgrades,
House/ROP Ads, direct mail, website advertising,
and subscription signup upgrades are just a few proven
strategies.
SUCCESS STORY: Telemarketing sales have a notoriously higher churn
rate. Subscription prepayment is an extremely effective way to
increase retention rates for these "high flight risk" subscribers. One
of our client newspapers acquires an average of 200 new subscribers per day
through their telemarketing channel. Traditionally, only 1-2
subscribers would opt for prepayment (around 2%). After implementing a
"Free DVD Movie if you prepay today" promotion, they are averaging almost
35% prepayments with telemarketing acquisitions.
"Stop-Save"
Customer Stop-Saves are an often overlooked area when deciding where to spend marketing dollars, yet often have extremely high success rates. There are many "schools of thought" about offering a gift or subscription discount to save a customer, and we certainly understand the business reasons involved when sliding on this "slippery slope". If you decide to test offering a stop-save incentive that is non-discount related, nothing can beat a DVD movie of their choice that costs you only $6.50 to $6.95, delivered to their door.
SUCCESS STORY: One of our client newspapers reports "This looks to be a great "customer save" tool. Just today we have already saved over 40 customers who were calling in to stop their papers using the Dinner/Movie Gift Card!"
Classified Promotions
Not until we recently had a booth at the NAA Marketing Conference in Dallas did we realize that there might be an excellent application for our DVD promotions for Classified Promotions. We aren't a company that fabricates results, so we are "all ears" regarding potential Classified applications. The consumer popularity, ease of use, and high value/cost ratio would seem to make this an excellent "classified upgrade" promotion.
© 2005,
Customer Motivators, LLC