Niche to see you, to see you niche

There’s a strange law of nature which says that the more niche and specialist a person’s interests, the more likely they are to shout about it… and to know loads of other people who share that interest. (Case in point: people with allergies, cos-players, pencil sculpture*.)

Maybe that’s why Immediate Media, the UK’s leading special-interest publisher, sell 74 million magazines every year: you love a magazine because it caters to something you’re incredibly passionate about and you tell your friends who share that passion. Or maybe it’s just because they produce fantastic mags.

I’m guessing it’s a bit of both, but Buyapowa are certainly delighted to help Immediate take that organic word-of-mouth element into the digital age, powering brand new refer-a-friend programmes for a range of their titles, starting with 220 Triathlon and Cycling Plus.

Both programmes are smart and simple, incentivising existing subscribers to get their friends on board by rewarding them with vouchers to spend at Wiggle - the specialist cycling retailer - whenever they made a successful introduction. Their friends, meanwhile, are incentivised to subscribe via a range of special welcome offers, including three issues for £3, 30% off


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Jamie Oliver's recipe for business growth

If you've been following the massive hoo-ha about the BBC removing recipes from its website, you'll know how passionate the UK public are about them. So it's no wonder that 'Jamie' - the award-winning food & travel magazine from celebrity chef Jamie Oliver, which features over 75 recipes in each and every issue - is one of the UK's best loved publications.

We love it when we come across products which are all about passion, because they're a natural fit for our refer-a-friend technology. If you're into cooking, you're bound to know others who are, too. Even if you're hopeless in the kitchen but love visiting great restaurants, trying new street food, learning from the world's greatest chefs and winemakers and discovering hot new gastronomic destinations, then your friends are highly likely to share those passions.

That makes sharing natural, and subscriber-get-subscriber referrals simple - providing you're using the right platform to incentivise and facilitate those referrals. That's where we come in, of course, and we're delighted to announce that the 'Jamie' team have come to us to power their brand new refer-a-friend programme.

We're also really excited that they're using one of our platform's unique features - tiered rewards


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Why Smart Companies Launch their Referral Marketing Scheme in January

So about now you probably are back in the office, refreshed from a well earned break after a hectic period. As well as reviewing your performance in Q4 2015 perhaps, with new budgets now in place, you will also now be looking for fresh new ideas that will make a real difference for you in 2016?

Now is a great time to think about getting a referral scheme in place or, if you already have one, looking at how you can improve the performance of your scheme in line with the 'best in class' examples on the market.

There are actually four very specific reasons why we launch more clients in January than any other time, and I’d like to share them with you here to see if they resonate:

  1. Customers are more likely to tell their friends about you soon after they themselves have made a purchase. And, given that you’ve probably just made more sales in a month than you do in most quarters, that means there’s a lot of happy customers out there, ready and willing to spread the word about you to their friends.

  2. Customers don’t come cheap at this time of


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I may spend $32,354.87 on subscribing for stuff this month!

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Well, of course I won’t. Trust me, I don’t earn nearly enough!

But it’s what I calculate it would cost me if I accepted all the subscription offers that landed in my email inbox, Facebook newsfeed and Tweet stream over the past year.

Of course that would mean I would not be just be subscribing to magazines, newspapers, gyms, mobile phones and satellite TV subscriptions, but also for:

  • Films (Netflix and Amazon Instant Video)
  • Music (Spotify, Deezer, Pandora)
  • Online training (Lynda, Udemy)
  • Healthy snack boxes (Graze, Nature box, Smile Snack, KlutchClub)
  • Cigars (Cigar of the Month Club, Cigar Connoisseur)
  • Razor blades (Dollar Shave Club, King of Shaves)
  • Recipes and ingredients (Blue Apron, Simply Cook, Spiceboxes)
  • Cosmetics (Birchbox, Glossybox, Mumtreats)
  • Teas and coffees (Whittard, Rave Coffee, The Cozy Mug)
  • Vitamins (Bulubox, Koge Vitamins)
  • Cake (Cake Slice Club, Sponge, Cake Nest, Hobbs House Bakery)
  • Socks (London Sock Co., HenryJSocks, Sock Fancy, FootCardigan, Nice Laundry)
  • Knickers (Lacybox, Secret Envelope, Knicker Club, Briefd, Blacksocks)
  • Ties (Freshneck, The Tie Bar, Rootbizzle, Tie Cargo)
  • Flowers (H.Bloom, Bunches, Bloom and Wild)
  • and even ………….condoms (DollarRubberClub) and tampons (Pink Parcel, Juniper)

As well as getting a mild case of schizophrenia, I would have to


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If your job is selling subscriptions, it just got a lot easier

How to sell magazine subscriptions

Selling newspaper and magazine subscriptions is the holy grail for publishers. For the price of an acceptable discount, it guarantees a long-term commitment to buy (something any retailer would kill for in this climate), bolsters circulation figures, cements cash flow and delivers a loyal and passionate readership for the title. So, if your job is selling subs, everyone else at the publication should be bringing you cups of tea and giving you foot massages around the clock - you're the (wo)man.

But it's a hard sell, even with that discount. How do you persuade people to stump up a year's worth of money in advance when they can spread the cost of reading your title over 52 easy weekly payments*? Well... you do it by bringing disparate buyers - who, ordinarily, wouldn't feel any sense of urgency - together into a single, crystalised, limited-time transaction.

That's exactly what the UK's leading consumer magazine and digital publisher IPC have been doing for their world-famous titles, Horse & Hound (a weekly magazine) and Horse (a monthly). They've staged Price Drop Co-buys, where their readers can secure an enticing discount on subscriptions - but these discounts have had to be earned by


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