Reader Contest and Engagement Initiative at Mayfair Magazine
The publishers of Mayfair used various strategies to keep their readers engaged. Some of these included running competitions and conducting surveys to increase interaction between the brand and its audience. These methods helped create a sense of community among readers while increasing reader retention.
Mayfair's Reader Contests
One way they did this is through contests that gave their readers chances to win prizes. For example, the magazine hosted a contest where readers were asked to submit photographs taken during travel to exotic locations. They also had a "Caption This" section where readers could caption pictures and winners received gift cards for online stores. Other contests involved naming characters from TV shows or movies, predicting which sports team would win certain games, or guessing the weight of a celebrity. The prize for one such contest was a trip to Hawaii.
These contests not only attracted new readers but also encouraged loyalty among existing ones. It also created excitement around reading and engaging with the magazine as readers looked forward to taking part in future contests.
Interactive Sections and Polls
Mayfair's interactive sections like "Foodie Friday" and "Celebrity Match Up" allowed readers to share recipes and guess the identities of celebrities based on clues given. They conducted surveys to find out what topics their audience wanted more information about, creating relevant content that kept them coming back. One survey question was: "What type of articles do you prefer reading?" allowing readers to choose between beauty tips, food reviews, and fashion trends. Based on these responses, Mayfair published more articles focused on their readers' interests.
Readers felt heard by these initiatives, leading to a sense of ownership and belonging within the community. It also helped them feel connected to other people who shared similar interests. These strategies were effective at increasing reader retention and loyalty.
In conclusion, Mayfair used reader contests and polls, along with interactive sections, to create a sense of community and increase long-term readership. Their approach ensured that their target market felt heard and valued, making it easier to retain and develop relationships with them.