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2011 IMA Awards: Lead Gen Initiative
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- Rodale, Inc.: Cadillac and Bicycling Magazine
- TMG Custom Media: JCK Flawless Club Lead Gen Initiative
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Rodale, Inc.: Cadillac and Bicycling
 Lots of people test-drive automobiles. Not so many actually make the purchase. For a second year in a row, Bicycling created and managed a marketing program that incented readers to test-drive a Cadillac, this time its CTS line. Cadillac introduced its new CTS Sportwagon in the magazine.
Then, spinning off research showing cycling enthusiasts have an appreciation for premium products that combine form and function, Bicycling bound into its August 2010 issue a redemption card that readers then took to dealerships with the additional carrot of receiving a cycling jersey for their efforts. Cadillac dealers mailed the cards to GM OnCourse Marketing to be entered into GM’s prospective customer database.
During the 30-day period, the program drove 3,858 dealer-validated CTS test drives among Bicycling’s circulation of 425,000, a 14.8% increase over program participation from 2009. At the program’s conclusion, GM delivered an electronic file of participants to Bicycling and Bicycling ordered custom jerseys for the participants.
Fast Fact: Bicycling readers are 40 years old on average, 39% have a college degree and the average household income is $93,844.
TMG Custom Media: JCK Flawless Club Lead Gen Initiative
 After 140 years (no joke!) serving the jewelry industry, JCK had lost some of its luster among advertisers. Additionally, the magazine recently switched from a paid subscription model to primarily a controlled circulation model and needed to get advertisers reinvigorated.
Enter the JCK Flawless Club, an incentive program for current and potential advertisers to create more robust print, Web and video ad campaigns. Advertisers who invest $50,000 or more each year in JCK’s print edition or Web site receive benefits throughout the year, with most tied to the JCK Las Vegas trade show. Perks include up to 500 names of registrants to use for a preshow email, a product showcase at the show, coverage in the show daily publication and a 15-second JCK TV product spotlight shown at hotels during the convention.
Invitations to join the club were mailed to current advertisers, who were issued membership cards upon hitting a predefined level of investment. Since the program launched in July 2010, 24 accounts have reached Flawless Club status and total spending has increased 42%. Shine on!
Fast Fact: Flawless Club members also receive a personal concierge before, during and after JCK Las Vegas to help with travel and hotel arrangements.
Honorable Mention:
- Condé Nast: Chase—My Ultimate Reward
- Everyday Health Inc: Vaseline Dry Skin Rescue Free Sample Program.
- Hearst—Food Network Magazine: A Taste for Travel
- Martha Stewart Weddings: Wedding Essentials Lead Generation
- Sunset Publishing —Time Inc.: Naughty Volvo's at Sunset Savor the Central Coast
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