Introduction

For the last 23 year’s Ant Marketing have been providing an outbound controlled circulation subscriptions generation for the UK domestic and world's leading international business publications. We have been working closely with the audience development and circulation directors, playing a key role in maintaining magazine readership volumes and developing new reader audience world-wide, via our multilingual communication skills and multicultural knowledge. It is because of our commitment to meet our client's required conversion rates that we have maintained the relationship with this client for this long. We are constantly striving to add value by suggesting enhancements to the projects along with providing a whole host of management information on a daily, weekly and monthly basis so that the client is informed of our activity on a constant basis.

Objectives

Objectives

  • Renew and generate new qualified readers worldwide across consumer and business audiences.

  • Generate a comprehensive database for both re-contact and direct marketing activity.

  • Increase the awareness of the brand and specific product offerings.

  • Provide the development/circulation management team with collected demographics information.

Challenges & solutions

Challenges & solutions

Challenge

To ensure each of the successful reader registrations are of high quality and are meeting qualifying criteria

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Solution

  • Ensuring the team is fully briefed on each project.
  • Agreeing to and adhering with predetermined criteria for a qualified registration.
  • A robust quality control procedure ensuring contact demographics and reader contact data is accurate.
  • Adhering and following BPA and ABC rules.

Challenge

To deliver qualified reader registrations to the fulfilment team on the regular bases.

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Solution

  • Agreeing to and adhering to delivery schedules with the fulfilment house.

Challenge

Ensuring the highest level of product knowledge

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Solution

  • Extensive initial and ongoing training.
  • A dedicated team to the project (7 to 35 operatives)
  • Ongoing product knowledge assessment. Independent of operations Ant Marketing every month makes an assessment of each operative and dependent upon the results provides additional training (This is undertaken by Ant Marketing’s Training Division).
Results

Results

Ant Marketing audits the service by a series of client satisfaction surveys, these are undertaken on a regular basis and actions taken if required.

1

The client monitors closely the data penetration and qualified reader registration conversions generated from each list supplied

2

Reader registration and demographics accuracy - This is achieved via ongoing quality control and audit procedures.

3

Robust reporting on a daily/weekly basis. This consistently looks at and measures against the key performance indicators.

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