case g goodie bag –luxury box– p y packa g y party p effective sampling Time and time again, readers are amazed at how much they get for so little Veronica magazine’s super treat-yourself package include the Goodie Bag, The Luxury Box and The Party Package. We regularly offer our readers packs of this kind, full of luxury products. The Goodie Bag contains about fifteen seasonal products, consisting primarily of cosmetics and personal care items. The Luxury Box is filled with a luxurious range of unique products. Last but not least: the Party Pack is full of with delicious snacks for a cosy evening with friends or family. PROPOSITION A lot for a little. To think up attractive, original ways of bringing new and existing products to the attention of readers though sampling and creating direct trials amongst those that order these package. Target group All Veronica magazine readers. Use of media • Goodie Bag (in an edition of 3,500 copies); 2x a 2/1 page in successive editions. • The Luxury Box (in an edition of 650 copies); 2/1 page. • Party Package (in an edition of 1,500 copies); 2/1 page. Message Objective The following applies to all of these bags, boxes and package: • Winning campaign for subscribers; • Editorial focus; • Pre-sale campaign aimed at readers who have previously ordered a Goodie Bag, The Luxury Box or Party Pack or those who simply want to be kept informed; • Online shop environment. RESULT: The 2010 Goodie Bag was presented in an edition of 3,500 copies. A third had already been sold directly as a result of the pre-sale mailing campaign. The other bags were sold out within a week. As a result of the ‘only very limited stocks available’ character of the campaign the Goodie Bags became real ‘must haves’! 30 Pagina 29
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Mediakit 2011 ENG Lees publicatie 1Home