Dennis Publishing, one of the world’s leading independent publishers, is set to expand its subscription acquisition programme in 2012 with a stronger focus on social media, and a range of new titles to be added to the programme.
Ten Thousand Hours (TTH) has taken over all media planning and buying for the campaign, having previously managed Dennis’s affiliate and email marketing programmes, which is run on Magnetise’s Lead Intelligence platform.
In 2011 the campaign won Best Media Campaign in the New Media Age Awards, promoting titles such as The Week and Men’s Fitness, helping the publisher reach a new audience of subscribers, 97% of whom were previously unknown to Dennis.
The campaign for 2012 will also run on the Magnetise Group’s Lead Intelligence management platform, but will include new social media features such as sign-ins on Facebook, Twitter and Google+. It will enable consumers to sign-up for special offers and subscribe to magazines more easily as a result of data being auto-filled into forms, and consumers will be able to share special offers through the Like and +1 buttons.
“Finding ways to improve an already brilliant campaign is a great problem to have,” says Richard Ayerst, Online Marketing Manager for Dennis Publishing. “Being able to consult and collaborate with Magnetise and TTH so effectively shows us we’ve chosen the best teams and technologies to work with, and we expect to see our efforts to convert into even more impressive results over the course of 2012.”
New event-based prospect relationship management features are being rolled out to optimise conversion – so, for example, if the telesales team is unable to get through to a potential subscriber, they can log an unsuccessful call, which in turn will notify Lead Intelligence to automatically send an email to the prospect in a bid to increase conversion rates.
