The Cambria homepage also promotes the publication. The goal is to double circulation to 150,000 for the next issue. Eventually, Cambria hopes to reach 400,000 to 500,000 subscribers, based on demand, [Summer Kath] said.
www.dmnews.com | Month XX, 2009 | DMNEWS | XX 6 | DMNEWS | March 30, 2009 | www.dmnews.com SEARCH EXPERTS DEBATE PAID VS. ORGANIC SEARCH P6 PRINTING & PRODUCTION ADDING DIGITAL TO YOUR PRODUCTION FLOW P8 E-COMMERCE MANAGING CURRENCY DIFFERENCES P19 Cambria puts a new custom NAILEDIT publication on the table Eric Harber, president and By Lauren Bell COO of HipCricket, discusses : Cambria, a producer of natural quartz how Jiffy Lube added mobile DS countertops, has launched its ﬁrst custom coupons to its radio ads on publication, Cambria Style, as part of a new y Year-over-year push for consumer engagement. KCCQ, a radio station in Ames, % percent change -3% The glossy magazine will be sent to IA, to increase engagement 18,000 Cambria customers in the brand’s % -5% best-served geographic regions, which % 8% include Minneapolis, Chicago, Toronto, Q: What was Jiffy Lube’s goal with this Q: How did it work? % 20% Charlotte and Wisconsin, among others. mobile campaign? 2009; Jan. 31, 2009; Cambria customers tend to be high- A: KCCQ did 15-second spots giving the rnet users. income baby boomers — exemplified by A: The objective was to acquire new listeners the chance to win free oil chang- spokeswoman and ﬁrst cover model Cheryl customers and trace their activity es for a year. Each listener who entered Tiegs — and buyers are split evenly between through trackable mobile coupons. the contest received a coupon via text men and women. message that included discounts on oil The magazine also is being mailed to Q: Why was mobile the ideal channel? changes, wiper blade, tires rotations and Cambria fabricators and installers, as well ﬁlters, and the like. as to the brand’s 5,000 retail partners. Addi- A: The interactivity that mobile brings tional copies from the ﬁrst run of 75,000 to traditional media and measurability Q: What was the response? are available for free to anyone who signs The ﬁrst Cambria Style features model Cheryl Tiegs was a big factor. Mobile has the ability to up on the company Web site. take those two things and create clear A: Jiffy Lube was able to generate many “Cambria is a family-run company that next month, and the company hopes to ROI. Jiffy Lube was looking to increase new customers. In fact, 50% of people that really values and hangs its laurels on its eventually create a robust social network this ROI and also to create a database redeemed the mobile coupon were entirely relationships with our business partners of Cambria owners and sellers. Kath also for future offers for its consumers. At new customers. It was ecstatic about the and consumers,” explained Summer Kath, noted that the custom magazine is not only the end of the day, it wanted to be left results because it was looking to increase director of marketing for Cambria. “We a ﬁrst for Cambria, but also the countertop with a database to which it could re- sales and to build this database for ongoing really wanted to produce something that surface industry. engage and remarket in a direct fashion. interaction with prospects. had value for partners and consumers and Touchpoint Media, a custom publishing Additionally, because the database is would further connect us to them, and [cus- company based in New York, is responsible fully permission-based, it is basically Q: What does Jiffy Lube plan to do with tom publishing] really was the vehicle for for producing Cambria Style. The magazine someone raising their hand and say- this new database? us to do that. will be mailed three times a year, and the ing, “I would be willing to engage with “We’re not just producing stories about second issue will be used to introduce new Jiffy Lube under these terms.” So you A: It is going to use this as an opportunity the product but also about our partners and products to consumers. have someone that is highly interested, to re-engage these people and continue to consumers,” she added. “We want to get it To drive consumers to the first issue, highly qualiﬁed. provide offers of interest and value to that out there and create this community. We Cambria sent out e-blasts to its purchasing consumer base. call it ‘Cambria Style’ because we want it base of about 40,000 consumers. Q: Why did they tie mobile to radio? to be about the lifestyle of the person that The Cambria homepage also promotes Q: What are the key takeaways from would have Cambria in her home.” the publication. The goal is to double circu- A: KCCQ proposed a mobile exten- this campaign? Cambria Style is the first offering in a lation to 150,000 for the next issue. Even- sion to Jiffy Lube’s radio schedule
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