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Member Company
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Here's the problem:
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A
respected health magazine
targets men 25 to 40. The magazine
has a sassy attitude and is filled with workout tips, nutrition recommendations,
and lifestyle articles. Oh, yes, there are articles devoted to sexual conquest.
(What did you expect?)
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First, take a look at this client's quagmire:
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From the standpoint of attracting the attention of
crazed young men, this is a pretty good envelope. However,
the reigning direct mail package, produced by a New York-based agency, emphasizes sexual rewards to the exclusion of
everything else. The solicitation receives good response, but
many who answer the call don't convert to paid subscribers. The package lathers
them up then lets them down.
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Brent Green & Associates received the challenging
assignment to beat the control package and to remain truer to the editorial
mission of the magazine.
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What would you do? Admit it: The above control isn't an easy package
to beat. Well, here's our challenger: |
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Whereas, the first package appeals primarily to libido,
we are taking a broader approach: Read the magazine, suck-proof your life. |
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Against all odds, we beat the
control and established a lucrative, suck-proof benchmark for the publisher.
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