Harvard Business Review Targets Lapsed Subscribers With New Print Effort

The magazine launched an eye-catching win-back campaign.

06/16/11

Harvard Business Review, a magazine intended for company executives, is trying to win over lapsed customers through a new print marketing campaign, Direct Marketing IQ reports.

The campaign is highlighted by an engaging envelope printing aspect. The packaging clearly shows off the brand's name and shield, which is sure to make the piece stand out among unmarked envelopes. Additionally, it has a see-through window to the inside of the envelope that details what kind of flat dollar savings the publication is offering to subscribers, which the source notes will further intrigue customers.

"Unlike most magazine publishers, Harvard Business Review clearly decided to spend some money on its recent renewal effort. [HBR's uses a] so-called 'hybrid voucher' that manages to capture eyeballs with its outer and employ great copy inside," notes the source.

Packaging is key to a successful print marketing effort. It doesn't matter how lucrative the enclosed offer is, if consumers don't open the envelope to begin with, they will never see the promotion. That is why it's crucial to be creative when designing envelopes or packing materials.

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