Online Experience
Max Power Global Challenge Microsite
Aims:
- Increase traffic to Maxpower.co.uk from the magazine
- Increase registered users on the site
Max Power Global Challenge Microsite
Max Power magazine each year ran a section in the magazine called Max Global Challenge. Across 5 issues (5 months) editorial would feature 5 cars from a different regions of the world each month.
To extend this idea and drive both traffic and registrations to maxpower.co.uk I took the concept online – working with a freelance designer we developed a microsite to run along side the magazine on the newstand where people could go online and vote for their favourite of the 5 cars featured within the issue.
All 5 cars technical specification were also online, along with a gallery of photos. They then selected 1st, 2nd, 3rd, 4th and 5th favourite for each of the cars on a drop down menu and submited their choices.
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Classic Cars online compeition
- Increase traffic and drive awareness of classiccars.co.uk
- Data capture to increase registrations to the site
- Bring the Classic Cars audience online
Classic Cars Online Competition
Classic Car magazine had a struggling online proposition compared to some of the magazine and brands with younger audiences. The older readers had less knowledge and interaction with the web.
A simple way to try and get them interacting online and also to capture some data to increase the low numbers of registered users was to create a compeition which played on their pride of car knowledge. Knowing the reader like to think they are car affcionados – a test of this knowledge seemed like a good hook to draw them in. Also sourcing a leather jacket as a prize.
Again, working with a freelance designer we used the concept of the excel spread sheets that were being forwarded around the office at the time – where there was a brand or cartoon character etc and you would type in what you thought it was and it would be green or red.
This worked on the same basis. Entrants would have a section of a classic car and they had to identify make and model – they would complete as many as they could seeing how many they had correct (identified by green tick) and then submit their entry along with their details.
A solus email went along with this and we cross promoted to the similar data bases – Practical Classic, Landrover Owner, older age groups of the Parkers.co.uk database.
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Evening Standard reader Offers Newsletter
- Increase registered users
- Drive traffic/response to promotional offers and competitions
My main job on these newsletters was to impliment best practices and help the newsletter become more user friendly, well targetted and increase open and click response rates.
As you can see on the examples below the newsletter has evolved to become cleaner yet having more information and offers within it. It also promoted other areas and suplements to drive people back to the paper.
My other role in this was to improve the targetting to the database to increase response rates. This would involve subject line targeting and identifying relevant groups for specific subject lines for offers that are more interesting to them. This was all measurable and had a positive effect on the newsletter as you can see in my reporting page.
Click to see a full version of the original email
Click to see the latest version of the Newsletter
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Offline Experience
- Events
- Newsstand Promotion
- Magazine House Ads
Whilst at Emap I got the chance to develop my Marketing skills across a wide range of platforms before focusing on digital.
I began looking after the newsstand promotional activity – this included – sourcing the packaging the magazine would be displayed in, sourcing gifts on a monthly basis in line with the given budget and organising the promotional elements to go along with that months issue e.g. house ads, online adverts.
Newsstand Packaging
- Managing the creative and production schedule to make sure delivery was on time
- Sourcing new cheaper and more effective ways to package the magazine
- Sourcing gifts to go with the magazine on the newsstand to give added value
Each month Max Power magazine went on the newsstand displayed within a plastic bag so that gifts could be bagged and also promotions run on the packaging to stand out.
My main success with these was sourcing a new unused supplier who actually produced the large quantity of bags cheaper than our previous supplier, they were also very enthusiastic about the processes and I ended up using some new styles of packing which were very effective on the newsstand. The first of these successes was actually using a cheaper bag than usual and it being printed on the reverse of the bag which then gave a gloss finish and felt highly supperior to previous packaging used.
In a similar way each month we would have a promotional budget for a covermounted gift. This might be a poster, supplement, DVD, or CD. My major success on this was having a wrist band produced just as the charity bands were taking off. This not only gave us something relevant and timely to go out on the newsstand with but also promotional gifts to take out on the road to shows etc.
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Monthly House Promotions
- Briefing of creative for online and in magazine content
- Managing schedules for the campaign creation and also the insertion
Each month as the magazine hit the shelves we would need to promote the particular issue. This would be done with space on our website but also other relevant websites where space was available or I was able to negotiate. In the same way I would negotiate space or contra deals to have house ads run within other Emap titles such as FHM to hit relevant audience.
These were generally straight forward – either working with the internal creative team or a freelancer single page adverts and online banners would need to be created to promote and push the current issue to new audiences.
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Client Facing Experience
- Campaign Management
- Problem Solving
- Sharing of best practice and educating the client
- Conference Calls
- Work Shops
- Documentation and process development
“It’s been great working with you on the many ‘last minute’ campaigns that I’ve thrown your way in the last few months! Somehow you always manage to pull them out the bag!”
Boots online Marketing Manager
