Each month, NZ House & Garden magazine offers readers the chance to step inside a selection of the country’s most beautiful homes and gardens and to meet the people who created them.
NZ House & Garden is New Zealand’s leading monthly lifestyle magazine with single-copy sales accounting for 42% of total circulation. Since the December issue is critical to overall results, the magazine launched a multi-channel campaign to ensure a high retail result was delivered to the business.
Though the campaign included TVC, print, point of sale, radio, and digital advertising, the direct mail component was the key driver in delivering additional sales in a measurable way with positive ROI.
Working from the target sales number, we formulated a database using Onecard, the loyalty club from Countdown, a large supermarket chain in New Zealand.
We pulled the database together through queries that allowed us to target lapsed retail buyers — customers who had bought the product in the last two years but not in the last six months. The database also let us target customers who had purchased the competitor’s magazine title.
Our direct mail campaign was a personalised letter to those customers, promoting the content of the magazine along with a discount coupon. To fully leverage the opportunity, we also promoted Cuisine magazine’s Christmas issue content with another discount coupon.
To further extend the campaign and entice consumers to purchase NZ House & Garden at retail locations, we also launched a reader promotion. This entailed a Christmas dinner put on for the reader and friends. It included a three-course meal cooked by an in-house chef, wine and turning the winner’s living room into a full Christmas celebration. This campaign was promoted in the magazine with an online entry form and at points of sale.
The promotion resulted in a total circulation lift of over 20% compared to the average sales over the year.
Customer redemption on the coupon was very high at 17.5%, which is well above the average redemption rate for Countdown.