The Magazine Club Card which I created in 2004 is the subject of a report in the respected Circulation Briefing newsletter by Jim Bilton at Wessenden Marketing. This is very respected international coverage for what is a local low-tech magazine marketing initiative.
The many newsagents who have implemented the loyalty program can be proud of the attention this program is now drawing.
When we first launched the magazine Club Card in August 2004 we expected it to run for six months. It continues today without a break. Unlike a greeting card loyalty program, this one works on a continuous basis – especially if you stick with the rules we developed when we launched.
Every day we receive positive feedback from our customers about the program. A newsagent who is using the program said that the Magazine Club Card is the single most valuable marketing initiative he has seen in 30 years. That is what matters to me – that newsagents are able to use this simple program to grow their magazine sales and demonstrate a rewarding value proposition to customers.
This card is better than a VIP Card or some similar points based loyalty program. It connects with our customers in a more timely and practical way. I know of a newsagency which ditched the VIP Card for this and makes more money as a result.
It would be good to see Australian newsagent journals cover the Magazine Club Card as Circulation Briefing has in the UK.