Cover5, a US Patented Activation Model, Brings Beauty Directly to the Consumer's Home
Cover5 is proving to be the next frontier of direct marketing and doing something that is not feasible through digital media.
NEW YORK, Oct. 17, 2018 /PRNewswire/ -- Integrated Branding and Media Group (IBMG) introduces Cover5, a brand new, innovative activation model that enables beauty, health and wellness brands to send premium-size samples to consumers via leading fashion, beauty and lifestyle magazine subscriptions. By way of a customized, branded, beautifully designed "fifth" cover that houses the product, Cover5 delivers impact, awareness and in-home trial in a manner that is changing how sampling is done.
"Whether zip code, household income, or shopping habits, brands are now able to execute a more substantial sampling program that is not arbitrary, but rather purposeful, thought out and strategic," says former Chanel Executive Vice President and co-founder Jean Zimmerman. "Never before has this opportunity existed with magazines through the US Postal Service and we have created a patented program to market, advertise and encourage trial in a way that really can't be ignored."
Cover5 is proving to be the next frontier of direct marketing and doing something that is not feasible through digital media. Brands are now able to alter the consumer journey by controlling the messaging and eliminating the confusion that often comes with shopping at retail. In a cluttered advertising and marketing arena, Cover5 delivers an experience that genuinely engages, surprises and can't be skipped with the click of a mouse. It also enables brands to offer single or multiple samples of scent, skincare, and cosmetics. The social media exposure is also immediate and provides strong brand support.
The Cover5 exclusive and patented 3D engagement platform consists of two components in very targeted publications:
- Onsert-AD Card: The branded Onsert is designed around the product and can include up to three deluxe samples. It houses and protects product while also displaying the ad imagery and messaging of the campaign. This printed piece is positioned along the spine of the magazine, giving consumers instant access to the product even before opening the issue.
- Branded Deluxe Wrapper: This enclosed premium wrap accurately showcases the brand's colors, graphics and imagery. It surrounds the entire magazine and entices subscribers to open and engage with the product upon arrival.
"When we deliberated this concept a few years ago, we were inspired by traditional and proven methods of reaching the customer. We realized we could deliver something that digital could not and that is the opportunity to try a product at home with no in-store pressure," says co-founder Mark Husmann. "Estee Lauder revolutionized the industry in 1949 by introducing sampling, and it's something the industry now needs to re-evaluate and evolve."
For more information on Cover5, please go to www.ibmg.com
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SOURCE Integrated Branding and Media Group
