Big magalog increases Health Alert's subscriber base by more than 20 percent.A colorful, 11 X 14-inch, 24-page, saddle-stitched tabloid tab·loid n. A newspaper of small format giving the news in condensed form, usually with illustrated, often sensational material. adj. 1. In summary form; condensed. 2. Lurid or sensational. promoting Dr. Bruce West's Health Alert newsletter won the Gold Award in The Newsletter on Newsletters' 2003 Newsletter Promotion Awards Competition. Those stats of the mailing should indicate that it's anything if not big and bold. It features dozens of stories, obviously predicated on the premise that "Long copy sells." An index of illnesses and diseases covered in the tabloid has no fewer than 49 listed. Dr. West also offers no fewer than 21 special reports from his Quick-Reference Healing Healing See also Medicine. Achilles’ spear had power to heal whatever wound it made. [Gk. Lit.: Iliad] Agamede Augeas’ daughter; noted for skill in using herbs for healing. [Gk. Myth. Library, if the prospect signs up for 24 issues at $77. That's his "Best Deal." His "Good Deal" offers six special reports for signing up for 12 issues at $39. Marketing challenge Craig Huey, of Creative Direct Marketing Group in Southern California Southern California, also colloquially known as SoCal, is the southern portion of the U.S. state of California. Centered on the cities of Los Angeles and San Diego, Southern California is home to nearly 24 million people and is the nation's second most populated region, , created the package. He explained their marketing challenge: "Health newsletter circulations are down over 55 percent in the last three years. This has resulted in lower response rates and fewer quality names to mail. Over a dozen health newsletters have gone out of business in the last three years." Huey added, "The number of newsletters in the last 10 years has more than tripled, resulting in intense competition and product confusion." Objectives Huey said they had three objectives in the DM campaign: * To position Dr. West as different from other health doctors, * To stand out from the competition, * To break even or better on the promotion. Creative solution Huey outlined his approach to meeting their objectives: * We separated Dr. West from the competition by positioning him: -- As the doctor who has helped people with his phytonutrient phy·to·nu·tri·ent n. A substance derived from plants, such as a pigment, that is beneficial to health, especially one that is neither a vitamin nor a mineral. therapies (the "father of phytonutrient medicine), and -- As one whom other doctors listen to. * We used testimonials and patient examples to prove Dr. West's news editors work. * We inserted a special section (numbered A3, A4, A23, A24) that increased response by 22 percent by adding additional stories. * We showed Dr. West's therapies work for a variety of illnesses, showcased in sidebars and the bonus reports. * We used a tabloid size with large print so the average age audience of 65-85 years old could easily read the piece. * Each bonus report had a special cover and title to create strong buying desire. The 21 special reports have a combined value of $302. * Each sidebar (1) A Windows Vista desktop panel that holds mini applications (gadgets) such as a calendar, calculator, stock ticker and Vonage phone dialer. It is the Windows counterpart to the Dashboard in the Mac. See Windows Vista and gadget. tied into a bonus report. * Each sickness SICKNESS. By sickness is understood any affection of the body which deprives it temporarily of the power to fulfill its usual functions. 2. Sickness is either such as affects the body generally, or only some parts of it. of the subscriber base was analyzed an·a·lyze tr.v. an·a·lyzed, an·a·lyz·ing, an·a·lyz·es 1. To examine methodically by separating into parts and studying their interrelations. 2. Chemistry To make a chemical analysis of. 3. for writing the copy to the most common illnesses. Results Huey reported the results: "The subscriber base grew by over 20 percent while other subscriber bases have declined. The results were 176 percent over breakeven breakeven 1. The level of output or sales necessary to cover fixed expenses. Companies in industries that have high fixed costs and, consequently, high breakevens, such as automobile and steel manufacturing, are likely to exhibit large fluctuations (and projection). Despite intense competition and a declining market, Health Alert is growing with the new creative approaches." Lessons to be learned This mailing's strengths are not limited just to promoting health newsletters. Newsletter marketers of all stripes could do well noting these features of the promotion: * A testimonial on practically every page, usually accompanied by a photo of the person whose story is being told. * That word is key, too: stories. The testimonials go beyond "Great newsletter" to actual stories about real men and women lowering their blood pressure, avoiding heart transplants heart transplant Procedure to remove a diseased heart and replace it with a healthy one from a legally dead donor. The first was performed in 1967 by Christiaan Barnard. , recovering from a stroke, getting on top of diabetes, and curing incontinence incontinence Inability to control excretion. Starting and stopping urination relies on normal function in pelvic and abdominal muscles, diaphragm, and control nerves. Babies' nervous systems are too immature for urinary control. Later incontinence may reflect disorders (e.g. . * Practically every article and testimonial is linked to a special report--and they are promoted as much as, if not more than, the newsletter itself. |
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