I need your help. As you would expect from the mag nation chief magazineologist, I keep an eye out on what other magazine subscription sites are doing. Christmas is the key time for mag subscriptions, and every subscription provider dials up the rhetoric on offers and freebies.
We too are offering free stuff if you subscribe to magazines through our website. We do it because we think customers like it.
However, where we are different is in terms of size and independence. We are not affiliated with any publisher. Nor are we a massive corporate who can afford TV advertising. This is where I need to ask your opinion…
The other guys are offering a chance to win a car, a fantastic exotic holiday, a trip to the moon etc… But only one or two people win this. Most of the mag nation staff don’t even own a car, so we definitely ain’t giving one away. Therefore, we are offering what we can… 1 in every 100 subscriptions purchased from us is for free. This means that lots of people will win something small, as opposed to 1 person winning something big. We have already contacted a bunch of people and delighted them by telling them that their subscription purchase has been fully refunded to their credit card.
Does this work better for you? Or do you prefer the tattslotto type odds and pay off? Or maybe you don’t give a shit and the freebies are just a distraction? What do you think we should be doing from a marketing perspective to entice you to consider us over and above the others? Please keep in mind that we have very limited budgets!
Your thoughts would be greatly appreciated. While it is too late for us to change anything this year, perhaps we need to start saving up for next year to offer you a fantastic camping trip in my mum’s back yard…
perhaps a discount on a similar subscription type?
keep up the good work dudes!
pauly e
My biggest bugbear with magazine subscriptions is that as a subscriber of publications like Marie Claire, Cosmo etc (mainstream publications) is that you never get the ‘freebie’ that those buying from the newsstand get – be it a mascara, bag etc. I would be more likely to subscribe to these mags, rather than just buying them monthly, if I knew I was going to get the good stuff, or something ’special’ for being a subscriber. When I subscribe, I don’t do it for a car or a holiday etc, i do it because I like the mags content, as usually this will mean I am interested in the freebie that comes with that mag. Marie Claire recently introduced a different cover for subscriber – personally I think this is crap, and probably costs them more anyways. Hope this helps in any small way!
For me, if I were to get a magazine subscription, I would get it from you guys for sure anyway, with out any promotion. I’d rather give you the money to support you because you guys support local talents and stock unique and interesting mags. I get the feeling it is what you are passionate about, whereas other large companies only give a shit about money! What about a giveaway of a Tee with subscriptions, a Magnation Tee… like something that says, I support Magnation or something to that effect… or the cool graphic that is at the start of your website… Lame? or Cool? Haha. Maybe subscribers could get it for a low cost, like $10 or something?? Hope the feedback helps in any little way
Merry Christmas!
Bec
x0
I love the idea that I might win something – even though my head tells me that the odds of it happening are less than remote. If the competition is interactive, even better. Your twitter comps were brilliant, and you should keep doing them. My 2 cents anyway.
i like that you want to give things away to your customers. i like it because it shows a sense of goodwill, but it doesn’t necessarily influence my decision to make a purchase from magnation during the length of the competition. i’d prefer to receive a small, unexpected gift when the product arrives over flashy prize draws…
I like your current promo (1 in every 100) but I also like the promise of definately getting a freebie when I subscribe to mags.
I only subscribe to mags that I buy religiously to save a bit of money and time. Perhaps you could offer a subscription promo where the customer purchases one subscription title and receives 2-3 issues of a similar genre title free (eg. Subscribe for Oyster mag and get 2-3 free issues of Russh). This way you are supplying the consumer with the mag they want as well as introducing them to another title which they might grow to love and subscribe to as well. This could increase current and future business and open consumers eyes to the other great mags you guys stock.
Sarah – we too get frustrated about not getting the freebies with subscriptions(called tip ons). From a retail point of view, it kills us with the international magazines. Many o/s titles have a separate “export issue” and it rarely includes the tip on. The most high profile example of this was last year’s Vogue Paris which had a lingere calandar attached, but not for Australia. We do our best to bring these in on our own, but it doesn’t address your issue with the local subs.
Bec – Thanks. You are right that we are passionate about mags. Interesting idea re the t-shirt. We have never considered a mag nation t-shirt because we sort of thought that no one would care enough to wear one! Maybe we should consider it!
Benz – Thanks. We were just having fun on Twitter. Will definitely try to do more of that next year.
Sarah – the big companies who offer the cars and holidays obviously do so for a reason. It wouldn’t really influence me either, because I am sceptical that I will ever win, but it must pay off for them or they wouldn’t do it… or is that an overly simplistic view?
Bec: Your idea is awesone. I am totally sold on this idea and would love to add to it.
Inviting an artist every month, or fortnight to do a design that somewhat relates… (or not) to Magnation, but is stamped with magnation logo, or at least a hang-tag with certificate of authenticity cause this ought run on a limited number, let’s say, start with 25, see if it goes out fast then move onto 50, then 100 when there is enough subscriptions happening. Maybe eventually you guys will be running a whole tshirt line stamped w/ Magnation. Fame & Fortune comes. Hah.
One in 100 free subs sounds like a good offer. But what speaks more clearly is your commitment to your readers, which is far more valuable. The mag industry depends on people like you
Thanks Ravi…
Maybe the T-Shirt could be a comp too! The wining design gets a free subscription? I’d totally and proudly, wear a Magnation T-Shirt
The one in 100 free odds depend on the buyer’s guesstimate of how many subscriptions you sell. My guess was too low, apparently. But why not promote the fact people have already won?
What happened to the announcements (in photo, or just text, for privacy)? Eg, long time customer at our Elizabeth St just won…/first-time customer making telephone order just won… his/her subscription faves are….
By the way, I like some of the T-shirt ideas, too. And the multi-magazine package idea (hard to curate/cost, ‘tho). And I really don’t want/expect a car or holiday from you: just not relevant to your image.
To be honest, it never occurred to me to buy subscriptions at Mag Nation as I’ve always subscribed by the magazine directly, especially for o/seas ones. but I’d definitely consider it.
I make things and have done quite a few small giveaways here and there, it perhaps exposes you to some new people but not really massive sales alas!
I never go for those win a car or holiday comps. I feel the odds are against me. Id rather something smaller and a bunch of them to win. Only thing stopping me buying subscriptions to about 10 magazines is that my mail man bends all my mags. I recent bought a back issue of a mag for a small fortune only for it to arrive FULLY bent in half. I’m considering getting a post office box just to get all my mags unbent. The money id save in subscribing would pay for the post box.
anyways im off track. smaller, better
Keep your prizes – providing us with difficult to get publications is our reward – put the money that would be spend on prizes into continuing to expand your range – we don’t need prizes – this society is gluttonous and rewarded enough.
Firstly, love your work.
Secondly, with regards to competition incentives, I like that you are trying things.
The Mars Bar 1-in-6 wins competition was uber cool for the low product price point, and for a product category that experiences frequent purchases.
The Mag Nation 1-in-100 wins competition doesn’t share the same high odds of winning, but it also doesn’t experience the same frequency of purchase. And as you say, the odds are much higher than winning the big kahuna one-off prize.
Although neither the 1-in-100, nor big kahuna one-off prize, would entice me to purchase, unless it was already a consideration of mine to do so. In which I would likely do it anyway (and likely with mag nation).
Although, it does seem a bit of fun! (And would likely get the word-of-mouth flowing …and put a magazine subscription on the consideration list of other gift shoppers.)
PS. Your other competition with all your magazines subscriptions refunded, for the person who subscribed to the most, almost had me laying out several thousand dollars with you (until I read the fine print – for the maximum number of subscription reimbursements). That had excitement written all over it.
PPS. But as for other ideas, I like the idea by Marisa above, about giving them a bonus ’similar style’ magazine, which may help with cross-selling (but may come at a cost, unless you could use old un-sold back issues). Twitter/Facebook comps are cool – to help get the word out even more. And the free T with subscription sounds cool too. Or something that doesn’t cost you much but has good value with the customer (maybe even something like a free coffee card, for five free coffees – to help get customers into the store, and discovering more mags). Anyway, all the best!
A very big thank you to all of you who have taken the time to give us your thoughts. Seriously, it is greatly appreciated. We know that feedback requires time and effort and we do not take for granted that you have given your time to help us out. Cheers.