Self-Liquidating Premiums Increase Conversion Rates By 27%

PennMedia Rolls Out Additional Service From Marketing Lab



Apr 05, 2001, 01:00 ET from PennMedia

    CHICAGO, April 5 /PRNewswire/ -- PennMedia announced today the
 introduction of the latest service from it's Marketing Lab; self-liquidating
 premiums.  Just like that football phone from the 80's, these are products
 used to increase registrations, subscriptions, and even order conversion rates
 for marketers.  Based on the lab results PENN found that the average marketer
 could expect an efficiency boost of 27% while also experiencing a "better
 grade" of consumer.
     The first product to roll out of the lab is a 35MM camera.  During the
 three-month testing period an average of over 500 cameras per day were given
 away.  The camera has been very effective at driving incremental
 registrations.  PennMedia's EVP of Sales & Marketing Roy Weiss said,
     "Utilizing self liquidating premiums has been used in the off-line world
 for years.  We took this very effective concept and morphed into the on-line
 world.  Most marketers have generated a lot of traffic to websites only to
 have abandon rates kill them.  If we can help improve conversion rates we
 figure marketers will eventually spend more money inside our ad network.  The
 best part is that it will not cost the marketer a dime.  We do it all from
 sourcing to delivering the premium.  The boost in efficiency covers the cost
 of the premium and S&H charges are picked up by the consumer."
     Marketing Lab VP John Nesbit said,
     "Most marketers lack the financial resources to adequately test the myriad
 of opportunities so our marketing lab does for marketing concepts what Good
 Housekeeping's lab does for products.  We test different items to see which
 lift response rates higher, which premiums have the highest perceived values,
 which offer low customer complaints etc.  Once we find the right mix we
 solidify all the operational details and move everything into turn-key
 operation."
     In January PennMedia's lab rolled out the "Doorway Involvement device".
 This now represents the second product or service to emerge from PennMedia's
 marketing lab.  For more information, contact Mary Kolacki at 708-478-4500
 Ext.109 or by email at Mary@PennMedia.com .
     PennMedia is the largest network of publications delivered via email,
 with over 50 million opt-in subscribers across 912 publications.  Dell,
 Nabisco, Xerox, Office Depot, Doubleday, Chase and AT&T are just a few
 marketers utilizing PennMedia.
 
 

SOURCE PennMedia
    CHICAGO, April 5 /PRNewswire/ -- PennMedia announced today the
 introduction of the latest service from it's Marketing Lab; self-liquidating
 premiums.  Just like that football phone from the 80's, these are products
 used to increase registrations, subscriptions, and even order conversion rates
 for marketers.  Based on the lab results PENN found that the average marketer
 could expect an efficiency boost of 27% while also experiencing a "better
 grade" of consumer.
     The first product to roll out of the lab is a 35MM camera.  During the
 three-month testing period an average of over 500 cameras per day were given
 away.  The camera has been very effective at driving incremental
 registrations.  PennMedia's EVP of Sales & Marketing Roy Weiss said,
     "Utilizing self liquidating premiums has been used in the off-line world
 for years.  We took this very effective concept and morphed into the on-line
 world.  Most marketers have generated a lot of traffic to websites only to
 have abandon rates kill them.  If we can help improve conversion rates we
 figure marketers will eventually spend more money inside our ad network.  The
 best part is that it will not cost the marketer a dime.  We do it all from
 sourcing to delivering the premium.  The boost in efficiency covers the cost
 of the premium and S&H charges are picked up by the consumer."
     Marketing Lab VP John Nesbit said,
     "Most marketers lack the financial resources to adequately test the myriad
 of opportunities so our marketing lab does for marketing concepts what Good
 Housekeeping's lab does for products.  We test different items to see which
 lift response rates higher, which premiums have the highest perceived values,
 which offer low customer complaints etc.  Once we find the right mix we
 solidify all the operational details and move everything into turn-key
 operation."
     In January PennMedia's lab rolled out the "Doorway Involvement device".
 This now represents the second product or service to emerge from PennMedia's
 marketing lab.  For more information, contact Mary Kolacki at 708-478-4500
 Ext.109 or by email at Mary@PennMedia.com .
     PennMedia is the largest network of publications delivered via email,
 with over 50 million opt-in subscribers across 912 publications.  Dell,
 Nabisco, Xerox, Office Depot, Doubleday, Chase and AT&T are just a few
 marketers utilizing PennMedia.
 
 SOURCE  PennMedia