The January 2011 issue of our ‘Sample of the Month’ case study newsletter features our client Bonnier Corporation and their successful test of a slim-jim magalog with new creative for their magazine, Saveur.
Ballantine handled the printing and mailing of this campaign and Grace Garguillo provided the copy and design.
Click Here for Pictures.
Saveur’s previous control package was also a slim-jim magalog, but new creative and copy was tested which reflected more closely the current look and feel of the magazine. In addition, the new package was four pages shorter than the control and used personalization on the outer mail panel and order card.
Lastly, 2 different covers were tested: a hamburger cover and a steak cover. Saveur’s newsstand sales results told Bonnier that featuring “meat” was the way to go – those are always the best-selling covers for Saveur.
The new hamburger test package beat the control by 18%. The steak package beat the control by 16%.
Per the test results, Bonnier rolled out with the hamburger cover, but they’re also testing the steak cover again to see if there is any seasonality impact. (The hamburger won in the summer; the steak may be stronger in the winter?) They’re also testing a few different treatments of the order card to try and improve cash upfront.
We have some samples available. If you’re interested in receiving one, please email Ryan Cote.