Cocktail Marketing

The Brief

• To create a subscribers loyalty scheme across ELLE, ELLE Decoration, Red and Psychologies magazines
• The scheme will act as a reward for existing subscribers and as an incentive for new subscribers
• A scheme that offers subscribers a range of quality, relevant and beneficial offers and discounts
• Provides an additional platform to communicate to the magazines’ loyal subscribers
• Increases subscribers, driving sales and subscriber numbers
• Reduces reliance on price cuts and price incentives

Communication channels

Hachette Filipacchi were able to offer partners:

• Access to a total subscriber base of 130,000
• Presence on monthly subscription carrier sheet
• Presence in new & renewed subscriber acknowledgement pack (DL size buck slip)
• Presence on each magazine’s loyalty club pages, including a unique, secure landing page.(Elleuk.com alone gets c.340,000 unique visitors a month)
• Presence on monthly email newsletter to subscribers
• Presence in magazine in a full page or DPS promoting the loyalty club depending on strength of offer
• Endorsement from each magazine brand – subscriber data is not offered to 3rd party rental lists and therefore not over marketed to

Implementation

• Cocktail were tasked to create 5 annual partners and 2 monthly partners on an on going basis
• These partners were designed to be lifestyle enhancing across a wide range of different sectors
• Reiss, Cafe Rouge, Malmaison/Hotel Du Vin, Nails Inc and Picturehouse Cinemas were brought on board as annual partners to launch in January 2010
• Wahanda and White Company were the first monthly partners on board for February 2010