Give aways with magazines

Read an interesting article about how the magazine business in Sweden is slowly creating an environment of disloyalty for one time buyers. What this means is that a consumer will buy the latest edition of Elle or Glamour based on what is the give away for the month – i.e. eyeliner, make-up case, book, CD, etc. While waiting at the check-out stand, a consumer is encouraged to impulsively make a purchase. I don’t think that give aways is unique for the magazine business – all consumers are interested in freebies. What do the people who regularly subscribe get for their loyalty?

Coffins for Charity

In Stockholm, a recent event marketing campaign made a powerful impact by parading child sized wooden coffins through the city. The coffins where then piled up to form a mountain of coffins. The sender of the message is “Doctors without Borders” which is a volunteer organization for medical staff. They highlighted that more than 13,000 children throughout the world die everyday of malnutrition – not only do these children need food, but they require medical attention. We, as global citizens, could diminish the mountain of coffins by sending a text message to a designated number to contribute a small monetary gift. Although this is a morbid, sensitive and even shocking way to get the message across, it has been successful in generating funds for a good cause. Well done!