When sales start slipping, try one of these offers or techniques. Then, stop by our direct response tips section for a whole world of response-boosting (and control-breaking!) ideas.
1.
Try using a premium (free book or subscription)
A sluggish promotion can be supercharged by a simple, inexpensive freebie.
Use remainder books or limited subscriptions to newsletters or periodicals
with low circulations. Try creating a new promotion designed around the
free material with the pitch, "Yours FREE with your paid subscription
to our newsletter."
2.
Create a special offer to include with seminar and conference announcements
If you sponsor events, it is easy to slip a small brochure into each
promotional package. If you don't, why not approach conference sponsors
in your industry? Offer a special rate for their customers! You get
added visibility...and the event sponsor gets your contribution to the
cost of the mailing.
3.
Promote your publication as an introduction to membership
A complete membership offering has a higher perceived value than a single
publication subscription. Look at what you have to offer, and look for
ways to package your subscription as a membership. (Perhaps by offering
additional benefits like access to an on-line information center!) Then,
be sure to offer members the opportunity to subscribe to additional
publications.
4.
Cross-promote
your subscriptions with all subscriber correspondence that leaves your
office
Anything outgoing--a bill, renewal notice, press release--should be
selling a different subscription. It's an easy and inexpensive way to
educate your readers on what you publish and boost sales across the
board.
5.
Do the unthinkable: promote in a competitor's publication
It's a quick and often inexpensive way to build subscribers, especially
if your newsletters and periodicals are not head-to-head competitors.
In lieu of paying, return the favor or offer other services.
6.
Give subscribers to one publication a taste of another
Try using an issue wrap or ride-along promotion. That way potential
subscribers can see your publication firsthand. The promotion can be
styled as a letter-length testimonial from one of your readers. The
promotion is literally attached to the issue!
7.
Test an oversized self-mailer
Conventional wisdom says that packages always outpull self-mailers,
but we've seen some real exceptions to this in recent years. Best formats:
oversized mailers that stand out in the mailbox. Use bright colors!
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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. |
