Hello,

The Ballantine Corporation would like to welcome you to the September issue of our Sample of the Month Newsletter. This issue features a case study from our client SourceMedia, publishers of American Banker and their test of a #10 package with both a label and a faux label.

We'll be at the upcoming DMA 06 conference in San Francisco October 14th-19th, booth 211. We'll be exhibiting with our 1-to-1 marketing strategic partner, DME.

Please stop by to say hello if you're attending. We're giving away a neat promotional item at our booth that I think you'll get a kick out of.

And if you're in the San Fran area and want to go, visit www.dma06.org by 10/5 and enter Value Code VIP1006 for a $220 discount.

American Banker
#10 Package - Previous Control

This is American Banker's previous control. It's a #10 package with a window and no branding on the outer. Inside is 2-color Statement of Benefits order form and BRE. The rate is $495 for one year of American Banker (250 issues).

American Banker
#10 Package - New Control

This is American Banker's new control. It's also a #10 package but the outer is branded with a faux label showing their corporate logo. Inside is a slightly redesigned 2 color SOB order form and BRE. The rate is also $495 for a one year subscription of 250 issues.

Note: Faux label creative designed by Joe Favale of Shine Advertising.

American Banker was previously using a #10 package with a window and no branding on the outer, a 2 color order form and BRE. They then tested the same package, but with a slightly redesigned order form, closed outer and a label - one with a real label and one with a faux label - both containing the American Banker logo.

According to Lou Cassetta, Direct of Marketing for SourceMedia, "We wanted to capitalize on the American Banker brand equity. We did so by including an actual label with the AB logo on the outer and then, to cut down on costs, had the outer designed with a realistic-looking faux label."

Results of this test?

The redesign with the real label lifted response by 15% and the faux label lifted response by 17% (plus it was less expensive to produce).

The biggest surprise of the test?

"I was pretty surprised that the faux label held up so well in the test," said Mr. Cassetta. "I was confident I'd see positive results, but it exceeded my expectations."

What's next?

American Banker will continue to use the new branded outer and test additional branding within the package.

Something to think about it...

If your product or service has a strong brand equity, are you positive you're using it to the fullest? Brainstorm with your marketing team to see what ideas you come up with.

Furthermore, if your control package contains a label that doesn't need to be peeled off, consider having your designer create a faux version of it instead. It will save you money, and shown by this test, could help boost response at the same time.

The following three pieces of information will help answer this question:

1. Our printable company brochure (PDF).

2. Our 3 minute company video.

3. Our free white paper.

Thank you for taking the time to read the September issue of our Sample of the Month Newsletter. If you have any feedback, please email us.