Pilot campaign in H&M clothing stores: special placement of english edition of Cosmopolitan magazines next to the cash-desks, so that while people are waiting in queue, they might decide to buy the magazine.
The idea behind this campaign is based on presumption that due to the fact that Cosmopolitan magazine offers readers different ideas about current trends in fashion, it would be interesting for women to find the same or similar clothes just in the shop where the magazine is available. It will hold people in the shop for longer time, so they will spend more money there, as well as it will lead to the increase in sales of Cosmo.
This campaign is called „pilot”, because it is like an experiment, the same can be done in other fashion and clothing stores, such as Zara, Reserved, Mango, Colloseum, etc.
The main advantages of the campaigns in cosmetics and clothing stores:
• Win-win fact will help to get the placement in the stores;
• The distribution equation is simple for magazines: the more outlets you are in, the more sales you will have, in this way there will be increased distribution;
• Even though the campaigns in both cosmetics and clothing shops will not bring a subscription from each of the queue reader, the sales will be boosted enough to cover the cost of the promotion and increase long-term subscriber numbers.
Incentives: discounts for a certain period of time in the press, clothing and cosmetics shops; discounts for subscription for 6 and 12 months via coupon websites (Zizu, Cherry, etc.), social media marketing (to create Facebook and Twitter pages for promotion of english edition of Cosmopolitan for Latvian audience) with special activities.
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