Realtime research results XX Ltd Project Name March ‘08.

realtime research results

XX Ltd

Project Name

March ‘08


Survey participants


Survey participants


Current subscribers


Length of time a subscriber to Gardeners’ World

Two thirds (67%) have been subscribing for up to 3 years


Gardening experience

Experienced gardeners and those who have recently taken an active interest account for 80% of subscriber

base


Perceptions about Gardeners’ World Subscriber Club

Majority of subscribers (88%) know they automatically become a member


Gardeners’ World Subscriber Club Benefits

BenefitFully aware/

have usedFully aware/

never use

Fully aware/never used/might do in

futureNot aware All

Free plant offers in the magazine 62% 2% 31% 4% 100%Exclusive offer and competition pages in every issue 58% 2% 35% 5% 100%10% discount at 300 garden centres 27% 4% 57% 12% 100%Discounted plant offers 25% 10% 57% 8% 100%Discounted tickets to Gardeners’ World Live 25% 10% 57% 8% 100%Personalised club card 22% 5% 44% 29% 100%10% discount at 10 online garden centres 17% 4% 52% 27% 100%VIP lounge and special offers at Gardeners’ World Live 10% 12% 48% 31% 100%

Over one-half of subscribers are aware of and have taken up magazine based offers


Renewal intentions

Over two-thirds of subscribers (71%) would renew regardless of Subscriber Club, although one-sixth see it as a significant reason for renewal (18%) . Only 1 in 20 would consider not renewing if

Subscriber Club was excluded from package.

People who have subscribed for less than a year have slightly lower propensity to renew regardless of Subscriber Club (67%); no real difference in terms


Other Gardeners’ World channels

Over 90% of subscribers are aware of other Gardeners’ World channels

Twice the number of subscribers have visited website compared with Live Event

Propensity to visit Gardeners’ World Live increases with length of subscription and is greater amongst those with many years of gardening experience

(41%)


Newsstand buyers


Gardening experience

Experienced gardeners and those who have recently taken an active interest account for almost 70% of

newsstand base

…which is lower than for subscribers (80%)


Gardening titles bought in last 6 months

Over 75% of Top 5 competitive titles are bought at newsstand


Other Gardeners’ World channels

Over 75% of newsstand buyers are aware of otherchannels

Twice the number have visited website compared with Live Event

Propensity to visit is lower than for subscribers (over 90%)

Those with very little experience are less likely to know about website & live event


Non-subscribers – bought other titles in last 6 months


experience

Non-subscribers are not as experienced as subscribers and newsstand buyers


titles bought in last 6 months


Other channels

Over one-half of non-subscribers are unaware of other Gardeners’ World channels

Where visits have occurred, twice the number have gone to website compared with Live Event

Propensity to visit is lower than for subscribers and newsstand buyers

Those with very little gardening experience are less likely to know about website & live event


Response to current offer – with/without club

Statement Agree Neither DisagreeWith club: I fully understand what is on offer here 75% 19% 6%With club: I understand what I have to do to take up this offer 74% 21% 5%With club: There is enough information here to enable me to make a decision regarding the offer 71% 20% 9%With club: I think this is a good idea 56% 38% 6%With club: This is something I would be interested in finding out more about 36% 42% 23%With club: There is not enough information here for me to fully understand what is on offer 19% 28% 53%

Statement Agree Neither DisagreeWithout club: I fully understand what is on offer here 75% 20% 5%Without club: I understand what I have to do to take up this offer 76% 19% 5%Without club: There is enough information here to enable me to make a decision regarding the offer 70% 24% 7%Without club: I think this is a good idea 55% 39% 5%Without club: This is something I would be interested in finding out more about 35% 46% 19%Without club: There is not enough information here for me to fully understand what is on offer 14% 27% 59%

Respondents are clear about what is on offer and what they have to do to in order to respond. There is, however, a lot of uncertainty about whether it is a good idea or something about which they would be interested in finding out more.

Profile variations between segments shown the offer with and without the club are negligible, suggesting that the club is not a key discriminator for non-subscribers


Likely take-up of current offer – with/without club

Level of uncertainty about offer take-up has been reduced by offering the club, but it has not succeeded shifting a majority of non-subscribers into positive frame of mind


club benefit options


Possible offers – subscribers

Highest levels of interest amongst three segments

Very tangible offers top the list

Interested in ideas spanning magazine, website & GW events: scope to develop rounded offering

Not so keen on visiting GW TV set or GW Live VIP Lounge

Themes: tangible, personal service, private/exclusive, low key not high profileSUBSCRIBERSRank Offer Interested Not interested Not sure1 10% discounts at garden centres 98% 2% 0%2 Free Gardeners’ World book 93% 4% 3%3 Exclusive online information on gardenersworld.com 91% 6% 3%4 Free entrance to Gardeners’ World events 89% 8% 3%5 Discounts on RHS membership, garden entry and events 86% 9% 5%6 Personal gardening advice service via email 85% 10% 5%7 Private Gardeners’ World events at garden centres 82% 12% 6%8 Exclusive pages in the magazine 81% 11% 8%9 A combined Gardeners’ World subscription and RHS Membership 74% 18% 8%10 Take part in Seed/plant trials 74% 20% 6%11 Electronic tutorials and access to previous archives 74% 19% 7%12 Gardeners’ World Forests For Wildlife campaign 73% 18% 9%13 Visit to the Gardeners’ World TV set 61% 29% 10%14 Access to the Gardeners’ World Live VIP lounge 50% 36% 14%


Possible offers – newsstand buyers

Lower levels of interest amongst newsstand buyers than subscribers, but similar ranking

Tangible offers again top the list

Also interested in offers spanning the three channels

Similar themes, although slightly less ‘rounded’?NEWSSTAND BUYERSRank Offer Interested Not interested Not sure1 10% discounts at garden centres 94% 5% 1%2 Free Gardeners’ World book 87% 9% 4%3 Exclusive online information on gardenersworld.com 85% 10% 5%4 Free entrance to Gardeners’ World events 80% 14% 5%5 Personal gardening advice service via email 77% 15% 8%6 Take part in Seed/plant trials 75% 18% 7%7 Discounts on RHS membership, garden entry and events 71% 20% 9%8 Private Gardeners’ World events at garden centres 70% 22% 8%9 Exclusive pages in the magazine 68% 19% 13%10 Gardeners’ World Forests For Wildlife campaign 66% 24% 9%11 Electronic tutorials and access to previous archives 63% 25% 12%12 A combined Gardeners’ World subscription and RHS Membership 57% 30% 13%13 Visit to the Gardeners’ World TV set 56% 35% 9%14 Access to the Gardeners’ World Live VIP lounge 47% 35% 18%


Possible offers – non-subscribers

Lower levels of interest than for subscribers & newsstand buyers

Tangible focus, and yet seed trials & GW Forest for Wildlife are ranked higher

NON-SUBSCRIBERSRank Offer Interested Not interested Not sure1 10% discounts at garden centres 79% 15% 6%2 Free Gardeners’ World book 65% 24% 12%3 Exclusive online information on gardenersworld.com 63% 25% 12%4 Personal gardening advice service via email 59% 29% 12%5 Take part in Seed/plant trials 56% 31% 13%6 Free entrance to Gardeners’ World events 55% 30% 15%7 Gardeners’ World Forests For Wildlife campaign 51% 31% 18%8 Electronic tutorials and access to previous archives 49% 35% 15%9 Private Gardeners’ World events at garden centres 46% 39% 15%10 Discounts on RHS membership, garden entry and events 43% 37% 20%11 Exclusive pages in the magazine 40% 38% 22%12 Visit to the Gardeners’ World TV set 35% 43% 23%13 A combined Gardeners’ World subscription and RHS Membership 31% 45% 24%14 Access to the Gardeners’ World Live VIP lounge 30% 48% 22%


New propositions


subscribers

SUBSCRIBERSStatement Agree Neither DisagreeGW Plus: I feel I am currently getting more than is on offer here 11% 56% 32%GW Plus: I fully understand what is on offer here 72% 18% 10%GW Plus: I understand what I have to do to take up this offer 71% 14% 15%GW Plus: There is not enough information here for me to fully understand what is on offer 30% 21% 48%GW Plus: This is something I would be interested in finding out more about 79% 18% 3%GW Plus: I think this is a good idea 75% 24% 1%GW Plus: I think that other organisations would be better at offering this type of offer than Gardeners’ World 8% 42% 50%GW Plus: There is enough information here to enable me to make a decision regarding the offer 68% 18% 14%

Lack of clarity about whether subscribers are currently getting more than on offer here, but…

Positive response to subscribers

Significant minority also not sure if other organisations would be better at this type of offer than

No significant differences by length of time a subscriber or experience


newsstand buyers

NEWSSTAND BUYERSStatement Agree Neither DisagreeGW Plus: I feel I am currently getting more than is on offer here 15% 58% 26%GW Plus: I fully understand what is on offer here 70% 24% 6%GW Plus: I understand what I have to do to take up this offer 76% 16% 8%GW Plus: There is not enough information here for me to fully understand what is on offer 25% 24% 51%GW Plus: This is something I would be interested in finding out more about 69% 23% 8%GW Plus: I think this is a good idea 69% 31% 1%GW Plus: I think that other organisations would be better at offering this type of offer than Gardeners’ World 11% 45% 44%GW Plus: There is enough information here to enable me to make a decision regarding the offer 66% 21% 13%

Similar profile to subscribers, but lower level of interest in finding out more

People with very little experience are more likely to agree that this is a good idea (84%)


non-subscribers

NON-SUBSCRIBERSStatement Agree Neither DisagreeGW Plus: I feel I am currently getting more than is on offer here 20% 59% 21%GW Plus: I fully understand what is on offer here 75% 18% 6%GW Plus: I understand what I have to do to take up this offer 78% 17% 6%GW Plus: There is not enough information here for me to fully understand what is on offer 21% 27% 52%GW Plus: This is something I would be interested in finding out more about 42% 30% 27%GW Plus: I think this is a good idea 58% 39% 3%GW Plus: I think that other organisations would be better at offering this type of offer than Gardeners’ World 19% 56% 25%GW Plus: There is enough information here to enable me to make a decision regarding the offer 72% 20% 8%

Proportion who think this is a good idea and interested in finding out more is lower than for both subscribers and newsstand buyers

People who have only recently taken an active interest neither agree nor disagree if they are getting more than is on offer here (72%)

People with very little experience neither agree nor disagree about other organisations being better at providing this type of offer (71%)


Proposition – key points

• Lack of clarity across all propositions and segments about:• How new offer compares with what they are currently getting• Whether another company would be better at providing type of offer than

• Level of interest and wish to find out more is consistently higher amongst subscribers and newsstand buyers than non-subscribers

• There is clarity of messaging, because high numbers of people consistently indicate they know what is on offer and what they have to do to take-up the offer


Likely to take up offer


likely to take up offer

Subscribers are more likely to take up than non-subscribers

Newsstand buyers are not sure


likely to take up offer

Very similar profile to, although non-subscribers are also less sure


Which ONE package are you likely to pay extra for?

Offer Subscriber Newsstand buyer Non-subscriberGW Plus 37% 32% 17%GW Plus Sub Bolt-On 29% 20% 12%GW Offers - No Sub 5% 18% 25%GW Sub 19% 15% 15%None of these 10% 15% 31%All 100% 100% 100%


Price elasticity


price elasticity

Take-up is highest at £ across all three segments


price elasticity

Take-up is highest amongst subscribers


Reasons for take-up or rejection


GW Plus – on offer at £

Benefits Very important Important Not importantReceiving the magazine every month 82% 18% 0%Advice Service 51% 44% 5%Gardening Tutorials 48% 49% 3%Plant Trials 36% 50% 14%Forest for Wildlife campaign 34% 45% 21%Events 23% 52% 25%

Take-up at £: perceived benefits (all segments)

Rejection at £: reasons (all segments)

Reasons for rejectionToo expensive 81%Just interested in the magazine and that’s all 13%Not relevant to me 7%Other 11%


Business implications


Summary & recommendations

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Realtime research results XX Ltd Project Name March ‘08.

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