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Good Times, a Canadian magazine for seniors, belonging to the Transcontinental Media group, largest publisher of consumer magazines and educational materials in Canada requested that we design a strategy to create loyalty within their new subscriber segment. To reach this goal, we created a subscription renewal campaign using an innovative communication vector : the magazine’s front page.
  Good Times and Varibase create the first personalized consumer magazine cover:
Details
 
 Support:
 

Magazine cover completely personalized to the subscriber.
 Marketing operation :
 

Personalized subscription renewal for new subscribers.
 Objective :
 

Adapt the offer based on subscription profile and incite new readers to renew using an impactful communication that will speak to seniors’ sensibilities and interests creating loyalty.
 Operation details:
 

2 campaigns were launched in parallel to be able to compare the personalized cover results with a traditional approach:

  • A control campaign provided a baseline. This campaign consisted of a personalized letter with a subscription renewal offer.
  • A campaign including a personalized cover with a subscription renewal offer and a personalized renewal letter.
 Results:
 

The results speak for themselves: between 251% and 389% higher response rate (varies with price point) compared to a control campaign sent simultaneously without personalized covers. This unique approach placed Good Times subscribers back at the heart of the communication and demonstrated that their magazine is really adapted to their needs, in the hopes that they will realize that intrinsic value and motivate renewal.
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