MBM - What price loyalty?

[Solitaire]

Yesterday, while at the Boat Show, it semed to me that every corner I went round some kid lept out and accosted me over taking out a subscription to one of IPC titles. Oh, and you'll get a free nav bag sir! I've now been a subscriber to MBM for at least 4 years and have just renewed again for 2004. Have I been rewarded for loyalty - not a bit of it. In fact I'm still waiting for the nav bag promised after attending the Southampton Boat Show speacial day run by MBM.

It seems to me that it's a waste of time renewing one's subscription each year. One might as well just take all the "freebies" on offer and take out a "new" subscription each time, 'cause as a regular punter you get zippy it dodah! That will screw up the "lifetime value" calculations of the marketing depart - assuming of course they know the meaning of the term!

<hr width=100% size=1>Boating is <A target="_blank" HREF=http://www.powerboat-training.co.uk>Serious</A> Fun

 

[barryjl]

I'm 100% with you on that one - there should be some incentive to re-subscribe otherwise the mags are totally ingnoring their prize asset, the existing customer base. I have been a subscriber for many years to both mags (MBM and MBY) but haven't received the last two months copies of MBM - maybe my subscription has expired, but if it has, noone bothered to remind me, and I bet if I phone up, I won't get anything for reinstating my subscription! I love both mags and will re-subscribe anyway, but what a shame that I'm not made to feel 'welcome' as a result of being a long term customer.

<hr width=100% size=1>There's no problems..just opportunities

 

[powerskipper]

Yup!!
Sorry!!
Feel the same,!!
I subscribe to MBM, MBY, and PBO. And have done for the last 6 years off and on, [having trouble hidding them now]

And still read them from cover to cover, except the adverts! So some kind of loyalty, hat or T shirt or new bag would be greatly welcomed,

So have a thought for the loyal ones among us. /forums/images/icons/smile.gif

<hr width=100% size=1>Julie ,
IMOSHO of course,/forums/images/icons/smile.gif

 

[gonfishing]

Go to the next big Forum meet, it could be Mercury or whatever !!! I have asked Kim to Auction/raffle my freebie from the S.B.S Cos' it's certain I'm not gonna get it!!!!!!

Julian

P.S Brendon I'm only teasing!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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[hagrid]

My coments after SBS, KIm came back with the cost of getting new subscribers, I really wanted to cancel my subs in December and then take them out again at LBS, Its about time the IPC woke up and smelt the roses, IMHO..... But then again all they will do is say" The cover price needs to be raised" well, you get more loyalty from Tesco's, Sainsbury's and alike at a 1p in the pound you would think IPC would follow suit?

Come on boys and girls you pay your markerting bods all that money get them working on some form of incentive, to us people who pay your wages (Please)

Hagrid (Mr)
AKA Andy

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[lanason]

I've got a Big Blue Credit Card and I get a reminder about the "shows" and a discount if I use my Big Blue Card. Got a Big blue T shirt with the phrase "a passion for boating" printed on it - which made me smile.

But the best bit at SBS was entry to a VIP lounge to eat my sandwiches and have a free cuppa coffee. SWMBO and the kids thort that was wonderful. Just the thing to take the weight of my tired feet. Well worth it.

I've still got the Big Blue Card.

<hr width=100% size=1>Adrian <A target="_blank" HREF=http://www.arweb.co.uk/argallery/kelisha>Kelisha</A> I never snub anyone accidentally

 

[BrendanS]

It's taken some fairly hefty bribes to make sure it wasn't delivered too!!

<hr width=100% size=1>There is no such thing as "fun for the whole family."

 

[BrendanS]

Re: another perspective?

I keep subscribing to MBM, MB&Y, PBO and YM, cos I get a huge discount over buying it off the shelf, and I get it delivered. The idea of a c baseball cap or yet another umbrella to add to the collection wouldn't aid in keeping me as a reader.

And it really doesn't fill me with any enthusiasm to cancel my subscriptions annually, and go through all that form filling and direct debit setting up to get a little gift.

<hr width=100% size=1>There is no such thing as "fun for the whole family."

 

[robind]

Re: another perspective?

I got a boat show discount, as I understand it based upon shelf price, a Musto bag and superb servicefrom an extremely nice young lady, how about that?
Regards
Rob))))

<hr width=100% size=1><A target="_blank" HREF=http://www.rejuvanu.com>RejuVanu</A>

 

[BrendanS]

Re: another perspective?

how about what? That's the normal procedure



<hr width=100% size=1>There is no such thing as "fun for the whole family."

 

[Solitaire]

Re: another perspective?

I can't see anywhere in my post where I mentioned base ball caps, T-shirts or umbrellas! My "rant" was based on the fact that as a regular subscriber to MBM and having been given a commitment when purchasing tickets to the MBM day at SBS I find that people are thrusting at me to take out a subscription for a free gift that I have in fact "paid" for and yet still not had. I and a friend, who came with me on that day, have both been in contact with the marketing dept of MBM to ask what's happening about the bags. "Oh, they have been out of stock! We have them now, we'll be sending them out soon!" So far nothing! So frankly it p*****d me off when, as I say, I was accosted by IPC reps trying to flog me a subscription.
I know all about the magazine subscription marketing - I used to work for Reader's Digest, the masters of subscription based marketing! I know the dynamics inside out. I also work in direct marketing so I know the value of a customer and how much it costs to recruit one. I also know that the quickest way to loose them is not too fulfill customer expectations. Subscriptions are a very important asset to a publication like MBM - they provide valuable reassuarance to advertisers which in turn feeds back into maintaing and increasing advertising revenue not too mention cash flow!. I have both bought and sold magazine advertsing space! The danger, in my view, with MBM is that its starting to go down the route of the car mags. I need a car, so I'll go and buy a car mag for a few months to gen up! These publications have transient readers, people dip in and out as needs arise - of course there are the exceptions but unless its something like Classic Car, circulation is transient. To me, MBM is going that way. I can buy it when I need a boat 'cause its got the buyers guide in the back! Another inherited car mag trait! I can check out the front cover and see what boats are being compared this month and decide if it's something I need to consider. While I except that a magazine cannot be all things to all men, and that would be a mistake to even try, from my personal perspective MBM has shifted its emphasis, I no longer wait with eager anticipation for it to land on my doorstep. Poor customer service only goes to reinforce and make it easier for me to make the descion to drop it in the future. So back to your comment - base ball caps, T-shirts and umbrellas, your right! Failure to fullfill customer expectations - far bigger issue! To loose me as a subscriber no big deal, but how many others are there out there who's expectations are not being met? Now I'll duck and wait for the fall out /forums/images/icons/laugh.gif

<hr width=100% size=1>Boating is <A target="_blank" HREF=http://www.powerboattraininguk.co.uk>Serious Fun</A>

 

[itsonlymoney]

I also agree.
However just taking delivery of MBM at least at the same time as the local Newsagent would be nice. I receive it at least a week later every time. Often wonder why I bother with a subscription, the saving is no big deal when you look at the bigger picture of boating costs.
Ian

<hr width=100% size=1>Play the best game you can with the cards you've been dealt ! ! !

 

[BrendanS]

Re: another perspective?

To be fair, I didn't mention t-shirts, only baseball caps and umbrellas - both of which I mention, because they were gifts on offer when I subscribed a few years ago.

Kim has posted on the reason for non shipment of SBS stuff, and I'm not going to comment on the rights and wrongs of that. I guess my point is that these little gifts are surely not going to sway the repeat business of many readers? are they? perhaps I'm wrong

<hr width=100% size=1>There is no such thing as "fun for the whole family."

 

[Artie]

Re: another perspective?

I must agree about the "Car mag" image - MBM has definately changed of late and I am stuck with it until my 3 year suscription runs out but then, if it still stays the same - I feel I will look around for a different mag that suits my requirements
Ah - New Brooms sweeping clean and all that!

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[Deleted User YDKXO]

Re: another perspective?

Frankly I dont understand the logic of your rant. All businesses want to attract new customers and many use short term incentives for this purpose. You buy a new Ford Mondeo one month and next month they giving away free aircon in a special promotion. You dont go back to Ford and demand aircon be retrofitted, do you?
Whats more important? Whether the content of MBM meets your needs and you consider it value for money or whether they give you a free baseball hat for long service? And, if its the latter, you have the option to unsubscribe and resubscribe anyway
Personally, I consider the mag gives me sufficient enjoyment to continue to subscribe for the very modest price that it is and I dont give a toss whether they're throwing freebies at potential new subscribers

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[Solitaire]

Re: another perspective?

Each to their own! As I said in my post, it can't be "all things to all men!" I'm very happy for you that mag delivers what your looking for, equally there are others who seem to agree with me. Ever so will be the case!

<hr width=100% size=1>Boating is <A target="_blank" HREF=http://www.powerboattraininguk.co.uk>Serious Fun</A>

 

[gonfishing]

Now Why doesn't that surprise me !!!!!!!!!!

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[kimhollamby]

Bag

I'm sorry about this, not least because it is me having to explain it every week until the supplier coughs up.

It was explained at the time that the bag went out of stock due to unforeseen demand. You should subsequently have received a letter explaining this. I have also posted this explanation on several occasions now. The empty packages are sat on a desk here waiting to be filled and posted just as soon as the new order arrives. When it does you will have the bag and in the meantime, again apologies on behalf of the MBM team.

As for the marketing structure that places an incentive scheme on new acquisitions, well there are all sorts of arguments and counter-arguments against that. As an editor I always fiercely supported reader loyalty which made me rather unpopular a few years back in our United Newspaper days with a managing director that wanted to kill all discounts for renewals. At least our titles are now in the position of offering a similar cost structure for new and renewal subs, which is a major improvement from my perspective.

As for gifts, well, they could be offered for all renewals but I am assured that the cost of the magazine would go up. Given that the gift might, or might not, be attractive, then the results would be patchy.

In fact it can work against you -- I recently lapsed on a magazine that I read because the gifts being offered were not of interest to me and I couldn't decide which of the two to clutter my house up with.

Concluding that ramble I have considerable sympathy with your views and can assure you that subscribers are valued, even if it seems that the new subscriber incentive proves otherwise.



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[Solitaire]

Re: Bag

I appreciate you taking time out to respond. Your right, I did receive a letter explaining the situation and was happy with that even though the letter stated the bags should be received by early December, but of course that did not happen. I left it for few weeks and and rang just before Christmas and spoke to an individual who shall remain nameles here and was, how shall I say this, made to feel that I was in the wrong for ringing up! I did so out of my own embaresment to my friend who kept asking where his bag was! As I explained in my earlier posts, I know all the arguments for and against subscription incentives and how much it all costs. I also sympathise with the pressures editors are under to deliver month after month to publishers who are interested in the bottom line.

I have not seen any of your posts regarding the issue - my problem not yours. Perhaps if I had, maybe I would have reacted differently. Anyway,I hope it won't be too long before the bag arrives - my one from the 1994 Power Boat Festival has seen better days!!


<hr width=100% size=1>Boating is <A target="_blank" HREF=http://www.powerboattraininguk.co.uk>Serious Fun</A>

 

[Artie]

Re: Bag

I didn't get a letter. Nor a bag - What the hell I enjoyed the mag but ...... Cars do not turn me on neither do new Editors who think boats are like cars and need to be displayed/compared with each other.
Anyone who is spending the sort of cash we do to buy a boat needs to do a lot of research and decide what sort of boating he wants first.
Next the type of boat that falls into the category (Displacement, Semi Displacement, Planing etc)
Fly bridge or not
Petrol or Diesel
Inboard or outboard,
and God knows how much more including the purpose for the boat and expected crew etc.
Only when we are sure what we want to do should we look at specific boats and do a good deal of looking before buying. The old method of reviewing boats was good and gave us a much greater overview than the comparrison of three 20 foot Tupperware speedboats

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