Consumer Voice :: PiggyBackMailing

Piggyback Mailing

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Marketing

An innovative method was explored to increase the subscription base

Piggyback Mailing

Help Age India an NGO with a donor base of 1,00,000 was approached and were requested to insert CV lightweight mailers in their routine Diwali mailing to its donors. The response was encouraging- above 1% and a boost was received as around 1200 subscribers were enrolled.

A lead was set with the above experiment and it was decided to change the marketing focus on piggyback mailing.
A detailed strategy was worked out to contact bank credit card companies where mass mailing existed and explore the possibility with them.

The marketing department was able to explore with Bank of Baroda Credit Card and mailers were sent to their base of 1,00,000 credit cards members and as expected the response was around 1%- 900 new subscribers were enrolled. Similar exercises were carried out with Bank of India, Syndicate Bank, Central Bank of India, State Bank of India, Andhra Bank.

Hence it was decided to continue the exploration with other credit card companies for CONSUMER VOICE Negotiations are on with Dena Bank, Bank Of Maharashta, United Western Bank.

Lastly we have sent now to Hutch mobile Subscribers numbering 18,80, 000 subscribers spread all over India, in Nov and Dec 2005 and hope to receive good number of subsribers.from this mailing.

We have arrived at an MOU with National Consumer Helpline under the ageis of Delhi University, and are sending mailers to all the phone callers similarly with Core Centre (Consumer Online Resource and Empowerment Centre, run by Consumer Coordination Council, and mailers are being sent to all those who register their Consumer Complaints. We are receiving encouraging response for subscription to CONSUMER VOICE

For more... contact us on subscription@consumer-voice.org