Winning subscriptions is one of the hardest conversions in media: the reader has to commit to a recurring payment for a benefit that is only felt later. A tangible, immediate gift lowers that threshold dramatically.
For Libelle and Femmes d’Aujourd’hui, Roularta used a Wout Bru pan set as a welcome gift with every new subscription. The result was, in Roularta’s own words, a huge success.
The lesson here: the gift must have a value that feels clearly higher than the cost of the subscription, and it must carry a name or brand that the target audience trusts. Cookware from a well-known chef combines both elements perfectly for a readership that identifies with quality and homeliness.
IMFACO handled the complete rollout: from product proposal and volume planning to delivery aligned with the acquisition campaign, so that Roularta could focus on the marketing itself.
