recruiting loyal subscribers

NRC Handelsblad

Channel: street
Proposition: weekend subscription with a digital subscription for weekdays

Question:
It seems obvious: research shows that a perfect match between consumer and proposition leads to a long term relation. But do all of us do this all the time? It was up to Pepperminds to design a new recruiting strategy that doesn’t focus as much on the number of sales, but more on the duration of new subscriptions.

Approach:
Truly listening to the client. With this mission in mind, our Peppers hit the streets every day. They are armed with a tablet presentation that shows NRC’s complete product portfolio, including their innovative digital newspaper. This makes them motivated, sharp, and on point when it comes to the news. Not only does this method lead to great results and long subscriptions, it also provides NRC with insights about their target group that they can use to improve their products. Besides that, we run an ambassador program in which our recruiters frequently visit the NRC offices, speak with the editor in chief, and get to witness what goes on in the newsroom.