Hearst Tests Personalized Onserts Featuring QR Codes

Posted on by Larry Riggs

Harper's Bazaar is testing personalized onserts, targeting select subscribers with ads for Neiman Marcus featuring QR codes.

The fashion magazine's effort follows a similar test Hewlett Packard ran last fall in another Hearst publication, Popular Mechanics. That 2011 test yielded 15,288 HP website visits in 28 days from 12,008 unique visitors living near retailers selling HP products.

The Popular Mechanics test featured a contest to win a wireless printer. The entry form asked for name, address, phone number and email address.  The form also asked entrants if they wanted that information automatically filled in based on the subscriber data associated with their QR code.

Harper's, which has a 744,000 circulation overall, ran the onserts promoting a Neiman Marcus cosmetics sale in 300,000 copies of its March issue. They were polybagged with copies sent to subscribers living within 50 miles of one of 41 Neiman Marcus U.S. stores, says Connie Livsey, advertising director, beauty and lifestyle, for Harper's Bazaar. 

In this promotion, the onserts were personalized with the subscriber's name and their nearest Neiman Marcus store. The QR code took the subscriber to NeimanMarcus.com, where they could view a video of magazine executive fashion and beauty editor Avril Graham giving tips on using the promoted cosmetics.

In-store promotions were also highlighted on the onserts. For example, customers buying $100 worth of products received a free tote bag and product samples. Those included Tom Ford Neroli Portofino and A Dozen Roses Electron fragrances, La Mer Reparative body lotion, Molton Brown Vitamin AB+C shower gel and others.

Response data was still being tabulated at deadline. But overall, Livsey is optimistic about the potential for using this technology to connect with readers. The magazine is also planning to extend this type of program to other advertisers.

"It creates a one-on-one relationship," she says. "It's a very interesting, sophisticated and personal way to reach a subscriber."

More

Get Content Like This Delivered to Your Inbox

Related Posts

Chief Marketer Videos

by admin

Chief Marketer Top Shops

TRCO MARKETING WUNDERMAN VERTICAL MARKETING NETWORK UPSHOT TWO/TEN TRACK MARKETING GROUP TPN TIPTON & MAGLIONE TIC TOC TEAM EPIC TEAM ENTERPRISES TEAM DIGITAL PROMOTIONS THE STRATEGIC AGENCY SWITCH SOURCE MARKETING SOHO EXPERIENTIAL SLANT SCOUT SPORTS & ENTERTAINMENT RYAN PARTNERSHIP RUBIK MARKETING REVOLUTION RE:FUEL AGENCY REDPEG MARKETING RED MOON MARKETING PSE-PACKAGED SPORTS AND ENTERTAINMENT PRO MOTION PRIZELOGIC POWERPACT PGW EXPERIENCE NEXT MARKETING NATURAL SELECTION PROMOTIONS MOMENTUM WORLDWIDE MKTG MIRRORBALL MICHAEL ALAN GROUP MASTERMIND MARKETING MATCH MARKETING GROUP THE MARS AGENCY MARKETVISION MARKETING WERKS THE MARKETING STORE MARKETING RESOURCES MARKETING LAB THE MARKETING ARM MARKETING ACTIVATIONS GROUP MARDEN-KANE LIVE NATION MEDIA & SPONSORSHIP LIKEABLE MEDIA LEGACY MARKETING PARTNERS LEADDOG MARKETING GROUP LAUNCHFIRE LAGARD´ERE UNLIMITED KICKING COW PROMOTIONS JACK MORTON WORLDWIDE INTERACTIONS THE INTEGER GROUP INSPIRA MARKETING IN MARKETING SERVICES IC GROUP HMT ASSOCIATES, INC. HELLOWORLD GROW MARKETING GOOD SOLUTIONS GROUP GOLDNFISH MARKETING GROUP LLC GMR MARKETING GEORGE P. JOHNSON GEOMETRY GLOBAL GENERATION Z MARKETING GAGE MARKETING GROUP FUSE, LLC FORMULA STREET INC. FLUENT FCBX FCB/RED FAME ESCALATE THE ELEVATION GROUP EASTWEST MARKETING GROUP DON JAGODA ASSOCIATES DEPARTMENT ZERO CONCEPT ONE COMMUNICATIONS COLLABORATIVE MARKETING GROUP COLANGELO CATAPULT CARDENAS MARKETING NETWORK BRANDFORCE BRAND CONNECTIONS BLUE CHIP MARKETING WORLDWIDE BFG COMMUNICATIONS BECORE BDA ATTACK! MARKETING A2G ARC ALL TERRAIN ALLIED INTEGRATED MARKETING ALLIED EXPERIENTIAL ALCONE ACTIVENT MARKETING, LLC THE A TEAM
×