This grab bag of ideas looks at ways to use your image to build sales, proven techniques for polishing your image, as well as add-on publications sure to please subscribers and advertisers.
1.
Design a self-promotional effort that mimics your publication
Often called a "mag-a-log," this publication is an exact replica of an
existing newsletter or periodical. Except for one big difference: it's
cleverly chocked full of promotional material about your company, publications
and services.
2.
Publish an annual "best of" issue
Readers love them! Makes a great premium for renewals or prospecting
new subscribers.
3.
Spin-off a publication from your flagship
Test launch a publication(s) dedicated to a small, as-yet-to-be developed
aspect of your existing specialty/market. You may discover a new market
of interest that warrants its own publication.
4.
Publish plenty of commemorative and celebratory issues
Same impact as "best of" issue, but with brand new content. Try to publish
issues that honor historic anniversaries. Avoid publishing yearly "anniversary"
issues.
5.
Publish an annual index
Extremely helpful and beneficial to all of your subscribers. Helps readers
find what they need...including back issues they may need to purchase!
(Be sure to add to your website.)
6.
Sponsor
and/or endorse seminars, conferences and events within your industry
Your readers are prime prospects for seminars, conferences, and events
on hot industry topics! You can approach these as a new profit center,
or you can look at the events as p.r. for your publications. Either
way, be sure to showcase all of your publications.
7.
Add new life to your advisory board/contributing editors
In with the new, out with the old. An injection of new talent, regardless
of age and experience, can supercharge your next subscription promotion.
Plenty of positive PR opportunities when announcing a change of this
magnitude.
8.
Segment and celebrate!
If your publication(s) cover a broad industry, consider publishing a
detailed year-end wrap-up of each segment of the industry. Readers will
appreciate the sharp focus on their area of specialization...niche advertisers
will appreciate the chance to target market...and you'll create premiums
you can use in upcoming subscription campaigns!
9.
Add value to your subscriptions: consider free timely updates, hotlines,
special reports
and double-issues
Your readers will feel more like members than subscribers when they
receive these bonuses! The active information flow help you cement your
position as an industry authority.
10.
Give your readers instant access to work-in-progress
Use new electronic marketing tools to bring your readers sneak previews
of the coming issue, along with updates and revisions to past articles.
Create a toll-free hotline of editorial progress reports or explore
providing in-demand updates via a 900 number. Get a fax on demand service
up and running. Put your publication on-line. Actively look for ways
to speed up delivery of news and information.
11.
Expand your market! Explore international waters and consider translating
your publications
Does your publication have international appeal? Do a survey to find
out. If interest is high, consider creating foreign-language editions.
Or, offer on-line subscriptions in several languages.
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To learn about how O'Connell Meier can generate bright ideas and boost sales for your orgainzation, give Rich Meier a call at 703.739.2266 or send us an e-mail. For a preview of the sales-boosting techniques we use, visit the association section of our bright idea generator. And for an overview of our company, our experience, and our creative and marketing services visit the About OM section. |
