CASE STUDY: Your M&S For Business Daily Mail Incentive Scheme
Provided by Your M&S for Business
CASE STUDY: M&S For Business and Daily Mail Incentives and Rewards Club incorporating M&S vouchers and e-gift cards
What was the Challenge / Background of the Campaign?
The Daily Mail wanted to increase its weekly and weekend subscriptions. The association with the M&S Brand was seen as key to drive these all important sales.
What was the Campaign Objective?
Increase awareness & boost subscriptions
What was the Solution?
Daily Mail wanted to drive sales and increase brand awareness so partnering with M&S was a perfect choice and solution for them. The solution and incentive was to reward customers with M&S vouchers when they subscribed to The Daily Mail.
What were the Results?
The Daily Mail customers valued the M&S incentive and helped the Daily Mail achieve above target campaign growth. In 2009, marketing campaigns offering M&S vouchers fueled additional 120,000 subscribers. The association with the Daily Mail continues today and M&S is involved in their every popular Rewards Club. "M & S appeals to women and men of all age groups, so their vouchers are the perfect incentive for us. For our recent 'home delivery' promotion we gave responders a choice: 'M&S or supermarket vouchers?' and nearly 75% of people opted for M&S." Daily Mail.
What were the Key Learnings of this Campaign?
Reward and recognition are key to improving the performance and behaviour of clients employees and business partners. M&S gift vouchers are an extremely effective motivational tool and have a proven success rate. Other Media and Charity brands which utilise Your M&S for Business Incentives include The Guardian, The Telegraph and Macmillan.