FORBES CHINA
Client of DMA since 2004
DMA- the Sole Subscription Agent in Hong Kong, China and Asia
“…On marketing and subscription selling, we are very grateful with DMA’s professionalism, efficiency, and earnestness in implementation. They always work out creative online and offline direct marketing activities with very positive results.”
“…They’re the only team with fleet of company vehicles and obtaining ISO9002, providing reliable and cost effective
logistics for sound business practice…”
Forbes China
BACKGROUND
Forbes China is a leading business and financial magazine in the world, highlighting the most significant and credible
ranking lists in the world markets.
The company aims to enter into the Hong Kong and Mainland China market by launching the traditional Chinese
version.
PROJECT OBJECTIVES
- To expand the market through introducing subscription plan in different regions and recruit yearly plan subscribers
- To increase brand awareness and build Forbes China’s image among customers as a credible financial magazine in the
China and Asian Pacific businesses and financial markets
TARGETS
- Heavy Investors
- Entrepreneurs
- Middle to Top Decision Makers
STRATEGIES & EXECUTION
Subscribers’ Recruitment
-
Identified and located potential
customers through Target Selection
-
Selected B2B & B2C target customers
through Zmartbuy Members
Database Marketing -
Printed subscription forms, personalized
leaflets and direct mails by one stop
shop Digital Printing, Production and
Lettershop assembly lines -
Distributed printing promotion materials
through offline channels, including
Household Delivery, Appointed
Commercial Unit Delivery,
Newspaper Insertion and Fax
Broadcasting -
Promoted subscription through online
channels by Email Marketing and
Search Engine Marketing -
Organized
Data Driven Event
Management events, like exhibitions
and seminars to recruit new subscribers -
Expanded subscriptions in
Macau,
China & Asia by International Direct
Marketing channels -
Increased
Forbes China’s brand
awareness through Public Relation,
with press release and interviews
arrangement and handling
Subscription Handling
-
Handled inquiries and collected
subscription applications through
Subscription Hotline, Direct Mailing,
Email Marketing, Fax Broadcasting
and Walk-in -
Subscribers’ Database Management
with new subscribers entry,
deduplication and many others -
Handled all the subscription
payments on behalf of Forbes China through
eCommerce -
Arranged monthly magazine for all
subscribers in Hong Kong, China & Asia
through Packaging, Address Label
Printing and Labelling by one stop shop
Digital Printing, Production and
Lettershop assembly lines -
Magazine distribution through
Household Delivery, Direct Mailing
and Appointed Commercial Units Delivery -
Magazine Fulfillment to hotels/
libraries/ newsstands/ VIP lounges of
the Airport in Hong Kong
Customer
Relationship
Marketing
-
Subscribers
Database Management
with subscription renewal notice alert,
subscribers information update,
deadmail updates, bounce back email
updates and many others -
CRM Telemarketing with hotline
supporting subscriptions and inquiries
handling -
Arranged Premiums Packaging to all
new subscribers by Lettershop
production lines and distribution and
logistics by Postal Handling -
Regular CRM activities with subscribers
to maintain customer loyalty
RESULTS
Attracted more than 10 magazines and newspapers to report Forbes China’s New market entry and the new subscription
campaign
New subscribers’ base achieved average growth of 26% monthly
Extensive magazine distribution coverage in most newsstands, bookstores and all public libraries all over Hong Kong
Expanded the subscription plan in China, Singapore, Macau and Japan market