success stories

Objective

Faber's main objective in using PureResponse is to communicate, as easily and immediately as possible, any piece of news or information, which they think their Newsletter subscribers will be interested in.

Background

Currently the size of Faber's opted-in list is increasing quite consistently, with only minimal promotion at present. Faber intend to push the Newsletter much more aggressively via PureResponse and eventually build specific newsletter groups for the many genres their books encompass.

Challenges

The Newsletter is an integral part of Faber's online strategy, enabling them to engage with readers and book buyers in a way that no one else does. This will become increasingly important as the gap between retailers and book buyers widens. The simplicity of PureResponse allows Faber the flexibility they require to do this.

At the same time Faber want to develop their database of subscribers, and build lists based on particular interests, for example film fans, theatre lovers, music buffs, tying in with the books they publish. Faber's long-term aim is to develop specific web communities, and subsequently direct campaigns at targeted groups.

Conclusions

• The PureResponse system will play a key role in a number of viral, online campaigns that Faber intend to run during 2004.
• Allows Faber to update and refine their lists with minimum effort. As Faber's subscriber list grows it will be automatically updated on the PureResponse system.
• Enables Faber to track the specific subscriber interests through the PureResponse report function. The information acquired via this function will provide an invaluable opportunity for Faber to target these interest groups seperately.
  

Matthew DeVille, Faber's Online Manager says:

"Teaming up with Pure for our Newsletter is an important step in Faber and Faber's online development. We are now in a position to take the website forward and really start building it. We don't have to worry about complicated or unreliable systems. Faber and Pure, along with Lateral, who built the Faber site, are a good match - we didn't want a great corporate monster, but people we could work together with in a style that suited us."