Class:
Business to Business Promotion
Objective:
To introduce the Afro-American bridal
magazine and generate advertisers.
Strategy and Execution:
Copying the
wedding gift format, this publishing company sent a large white box
with calligraphed-address labels to 288 key potential advertisers,
as well as media and distributors five months prior to the premiere
issue. Inside the box, nestled in tissue paper, was a gold tulle
netting-wrapped wine glass imprinted with the magazine's logo and
filled with pastel bridal candies. A copy of the magazine and a
media kit complemented the package.
Results:
Reportedly, 150
advertising leads were generated, with a total of 37 four-color
pages sold for the first magazine. The American society of
Journalists invited the editor of the first Afro-American bridal
magazine to join the publishers from Ebony, Essence and Emerge to
speak on trends in the black
media.
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