Project Description
Gift with Subscription/ Premium Program
This Old House Insider –online home improvement resource, a companion to the print magazine and tv show
The Goal
Increase membership sign-up rates to the online do-it-yourself database and video archives
Increase Membership Signup Rates
Target Online Do-It-Yourself Database
Target Video Archives
The Process
Most of their potential subscribers already know and love the This Old House brand and quality content. Because of this established relationship, a gift with purchase featuring their iconic logo was an easy incentive choice.
The Solution
We developed several TOHI-branded items targeting their audience’s interest in home improvement. The client tested our ideas by surveying their audience, then they tested those survey-winning items again in limited quantity offerings to the public.
The Result
A variety of our items have successfully increased subscription rates, but most impressive so far is our Telescoping Magnetic Grabber/Flashlight which proved its worth with a 40% lift in subscriptions over their previous t-shirt offer. Through this collaboration our team is continuously generating ideas to be developed and tested. This ensures their gift-with- subscription offer is persuasive, engaging, and consistently meeting subscription goals.
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