Launched in India in June 2006, international women’s magazine, ‘Marie Claire’, is out to enhance its brand visibility in 2007. The magazine will be laying more stress on its promotional activities this year.
Starting January 2007, the magazine has launched a mega subscription drive, which will continue till March 2007. Gifts of worth Rs 20 lakh are on offer for the readers, while over 400 gifts would be distributed through lucky draws. Brands like Maruti, LG, Allen Solly, Cosmos, women’s wear brand W, etc., are part of this mega promotional activity.
For Marie Claire India this will be the second largest marketing activity after its launch here. Suresh Selvaraj, Associate Publisher, Marie Claire India, said, “We have been doing promotional activities in a sustained manner since we launched ‘Marie Claire’ in India. ‘Marie Claire’ is just seven-month young magazine and for strategic reasons we were not announcing our activities. We have been following our TG very closely through various BTL activities, instead of taking just the ATL route. We have also been concentrating on direct marketing.”
The magazine will also continue its association with Ferns n Petals, which began in October 2006. The tie-up will continue till March 2007 and involves free delivery of flowers to subscribers with the first issue of ‘Marie Claire’ to make them feel special. According to the magazine, Ferns n Petals had never done this kind of tie-up with any publication.
Said Selvaraj, “We always want our reader to be happy and feel special with their association with ‘Marie Claire’ and gifting flowers is the best way to make somebody feel special. The association started with three months’ activity and later on we mutually agreed to extend it for another three months.”
In order to promote its subscription activity the magazine will be taking a 360-degree communication plan, which will include, print, radio, outdoors, direct sales, online medium, direct mailers. Radio campaign and outdoor activities will be restricted to metros only.
When queried on the budget allocated for the promotional activity for 2007, Selvaraj said, “It would be close to ground level activities for 2007 in general, and yes, there would be many such bursts happening throughout the year. Each activity depends upon the locations and theme. We are glad that more and more brands are coming forward to associate themselves with ‘Marie Claire’ through our BTL promos. The costs depend on the nature of such activities and who is associated with us and where. Hence, it would be difficult to quantify at this stage.”