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Magazine Cover Mount Program
Client:
The Client is a leading storage lifecycle solutions provider with operations and partners in the US, Europe and the Asia Pacific region.

Client Needs:
The Client was approached by a well-known IT magazine in Australia to partner with them in a cover-mount program using one of the client’s popular hard-drive partitioning products.

Cover mount programs are often an excellent way of introducing products into the mass market and getting customers to try a product. However, the issue for SGS was to add further value to the client by creating opportunities for customer relationship building.

The objectives of this program was three-fold:
1. To build a profile of potential users through the readership of the magazine
2. To convert these users to the latest version through an upgrade program
3. To gain marketing information / demographics on the readership of the magazine

Solution:
Through our integrated infrastructure SGS was able to add further value to the Client by coming up with a cover mount program that led to further customer relationship building activities. Many magazine cover-mount programs allow readers to download a full version of software without a means of identifying who this potential user may be.

SGS developed a wrapper program, custom-designed for the Client, to create a process that ensures that every user is identified via a registration & survey system. The program also allowed readers to upgrade to the latest version from the cover-mount software within a specific time period. The Client is then able to track the response to the program, analyse the data collected from the survey and has an account of every single upgrade sale.

Results:
The Client was reluctant to take part in cover-mount programs due to the fact that it does not add much value except for product exposure. SGS was committed to changing this perception by providing a solution that enabled the Client to see immediate results such as:


  • The number & details of people who registered to use the cover-mount software

  • The number of business leads obtained from the survey

  • The number of people interested in a training seminar

  • The number of people interested in receiving a trial CD of the latest version

  • The number of people who purchased an upgrade


The Client is currently into their second cover-mount program with another magazine.

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