Book Club Associates: The Domino Effect of Advertising
Research identified that there were certain barriers to joining Book Club Associates. Objective: to increase members. Media: Took an interactive and direct response approach. TV (test in Central), direct mail, door-drops, national press with coupons. TV guided people to the response mechanism via press or door-drop. Results: new membership increased by 53.3% in Central. Door drop response rose 67%. Book buying by existing members also increased. Differences in awareness and claimed likelihood to join were noted between Central region and elsewhere.