Rebates boost tenure of kiosk orders

The Goal

The objective of The Tennessean, located in Nashville, Tenn. (181,343; 250,575), was to increase long-term PIA order production.

The Story

Kiosks were staffed at various retail outlets. The order offers that were available promoted instant rebates in the form of a store gift card, which were valued at approximately 33 percent of the subscription price.  The terms offered were eight weeks to one year, and the longer the term, the larger the instant rebate.

“The one challenge that we found during this promotion was securing retail participation,” said Circulation Sales and Marketing Manager Tim Baumgartner.

Order production was used in determining whether or not the program was successful.

As a result, kiosks generated 745 orders, which were 638 orders over the previous year.

The Moral of the Story

When trying to increase long term PIA orders, create larger rebates for longer terms.