HERNING FOLKEBLAD SUBSCRIPTION CAMPAIGN

Herning Folkeblad wanted to attract new subscribers
Herning Folkeblad wanted to run a campaign to attract new subscribers to the newspaper. The campaign was to be run via direct mail and new subscribers were to be offered the chance to try Herning Folkeblad for 20 days at the cost of DKK 20. However, the challenge was to make ordering and payment so easy that the offer was taken up by the maximum number of people possible.

 

Payment for the welcome offer was made by text message
Telecom Scandinavia provided a solution where subscribers could order the newspaper via premium rate IVR or by text message. Ordering by IVR or text message cost DKK 20, and this way, people paid for the trial subscription at the same time as they placed their order.
The system itself looked up the subscriber's name and address where possible, otherwise the subscriber was asked to provide this information by recording it onto the IVR or by texting it.
Every day, Telecom Scandinavia transferred a file with the new orders to Herning Folkeblad.

 

The ease of accessibility brought many new subscriptions

The campaign's combination of a good offer and easy ordering resulted in a very high response rate and helped Herning Folkeblad establish contact with a huge number of new trial subscribers.