It’s All Marketing

Some is good. Some is bad. But it's all marketing. 
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February 8, 2010
 

Get a Free Magazine

From time to time I stumble across free magazine offers that have the potential to help me as a marketer. Today, while cleaning out my gmail account, I saw one I thought I'd subscribe to and thought you might be interested too.

EContent is apparently $119 annually, but you can grab it for free here. Of course, this is a marketing strategy for EContent, so they do require some demographic info from you and, based on that info, might not qualify you for the free subscription.

Short Description: EContent is a valuable industry resource that focuses exclusively on content. Content is the engine that drives commerce, collaboration, and community. EContent covers the people, products, and services that make content happen! Regular subscription is $119 annually but you may sign up for a FREE SUBSCRIPTION only on this site.

*Disclaimer - If you sign up, I get like $.50 or something.

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January 27, 2010
 

The "Inner Circle"

ESPN The Magazine sent me renewal offer today. In the pitch was the added benefit of becoming part of the "Inner Circle."

Sounds important, right? I get to be special, right?

Let's have a look:

Apparently, the inner circle means I can lock in the $11.97 rate the are offering me AND have my account auto renew every year without me having to do anything.

Here are my main issues with this pitch:

1. I paid $5 for my original subscription. So, $11.97 doesn't sound very impressive.
2. A couple months ago, The Mag offered me the chance to renew for $1. Seriously, $1. That makes $11.97 sound like an utter rip off.
3. Being in the inner circle means I'm locked into my subscrition until I proactively call to cancel.
4. They'll renew me at the "prevailing rate." What the heck is that? I think they just left the door open to change me whatever the heck they want when renewal time comes around.

I don't have a problem with trying to get me to opt in for an auto renewing subscription. But, if you're going to pitch it as being part of the "Inner Circle" at least offer me a cool jacket, membership ring, or access to a secret hand shake that allows me to drive a zamboni or something.

The "Inner Circle" benefit sounds more like the the "We Think You're A Sucker" benefit.

People really fall for this stuff?

Note: Last August Mr. Magazine had an good post on the ESPN The Magazine $1 renewal offer.

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January 22, 2010
 

I can get $10

I'm obviously checking my gmail account during lunch... thus the posts...

Anyway, I bought a new coffee pot on Amazon the other day and, today, received an email saying that I qualified to receive a free subscription to my choice of GQ, SELF, Conde Nast Traveler or Architectural Digest. Then, in the Terms and Conditions I saw this:

I find it interesting that it calls it a "refund." Is that odd, or is it just me?

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January 22, 2010
 

Wired, Wired, Everywhere

Hey Wired, thanks for the $12 subscription offers you sent in my magazine yesterday... and then for offering me a $10 subscription in my gmail sidebar ads.

 What was so special about the $12 subscription again?

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January 21, 2010
 

Right target?

Following up my last post, this pitch was included in my new magazine subscription.

Is someone who bought a $10 tech magazine really the person you want to pitch a $40, uh, what the heck does The New Yorker write about anyway?

Sent from my iPhone.

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January 21, 2010
 

Welcome to your RENEW NOW!

My very first issue of Wired arrived today. Inside were three different cards trying to get me to renew. Welcome to the world of print magazines.

The bigger problem Wired has to face with me is that I bought this subscription for less than all the "act now" deals they are pitching me. You've got 12 issues to prove your worth more than my original price. Good luck Wired.

Also, I'd love to see some conversion rates on those annoying inserts. Anyone have some?

Sent from my iPhone.

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January 19, 2010
 

Advertising Homes You've Already Sold

At lunch I grabbed a local real estate book to look for houses. I found it interesting that of the 65 pages in the book, more than 10% of the pages were devoted entirely to houses that were already sold.

I assume the logic is that realtor want to prove to prospective sellers that they can actually move houses in this market. What I wonder, however, is how many people selling thier house are picking up the real estate magazine to find a realtor. That doesn't seem like it would be the norm. That said, is this really a good use of advertising dollars to show off what you sold if the main readers of the publication are looking to "buy" houses?

I could be wrong on the readership. Any realtors out there want to weigh in?

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