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+61 2 8115 9500 |
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info@publiceye.com.au |
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As well as the technology, we’re very happy with their level of customer service. They’re always responsive and willing to put in the extra effort to get the job done to meet the deadline. 
Louisa Shillingford-Brown, Realestate.com.au |
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Bride To Be
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Bride to Be unveils cost of love!
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About Bride to Be Magazine
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With more than 40 years in the business, Bride to Be is Australia's number one bridal magazine guiding its readers through the wedding planning maze with the best ideas, inspiration and practical advice for planning their perfect day. It is a publication of Pacific Magazines, whose titles include some of Australia's favourite magazines such as New Idea, FAMOUS, That's Life!, Better Homes and Gardens, Diabetic Living, home beautiful, Your Garden, family circle, Monument, Men's Health, marie claire, Girlfriend, K-Zone, Total Girl and TV Hits.
The Challenge
 The technology is really easy to use. That’s the biggest plus. It’s simple to run from our point of view, and quick and easy for readers to fill in as well. 
Gretchen Slater, Senior Consumer Insights Analyst at Pacific MagazinesBride to Be’s 2008 Cost of Love Survey is the sixth run since they started over a decade ago. With over 1000 participants, it has grown steadily to become the most comprehensive and up-to-date research on weddings in Australia today.
Bride to Be runs the survey to better understand the changing needs and emotions of modern brides.
With the database, survey and number of respondents growing each year, Bride to Be made the decision a few years ago to move to an outsourced provider to design, host and manage the survey.
They needed an end-to-end solution that was fully re-brandable, easy to use and easily integrated with the existing database and website.
They identified a number of specific requirements for such a solution
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The Solution |
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After assessing the options available, Bride to Be selected WebMart as their research technology partner. Their online survey solution PUBLICeye® was already being used successfully by other Pacific Magazine titles.
PUBLICeye® is a complete solution for running research, competitions and random prize draws online. It manages the entire process from landing pages and survey management to collecting the data, real-time reporting.
“The technology is really easy to use. That’s the biggest plus. It’s simple to run from our point of view, and quick and easy for readers to fill in as well,” says Gretchen Slater, Senior Consumer Insights Analyst at Pacific Magazines.
With typically over 400 separate purchasing decisions that need to be made in the lead-up to a wedding, the Cost of Love survey is extremely comprehensive. It covers topics from the rings, to the reception, to the flowers and that all-important dress, plus the overall investment and who's paying for what.
PUBLICeye® can manage these multiple question formats such as radio buttons, check box, multiple choice, free text, ranking and comparisons – it can even incorporate video and multimedia if needed.
“WebMart’s service is amazing. With editors and sub-editors approving the survey, there’s always going to be changes! This never seems to be a problem and WebMart responds fast.”
Bride to Be Readers are also rewarded for sharing their experiences with entry into the draw to win a major prize of $1,000 and three secondary prizes of $100. Drawing and notifying the winners is simple using the system’s in-built government accredited random prize drawing device.
“The platform is really reliable and has lived up to all its promises throughout the last few surveys with no problems,” adds Slater.
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WebMart’s service is amazing. With editors and sub-editors approving the survey, there’s always going to be changes! This never seems to be a problem and WebMart responds fast.
Gretchen Slater, Senior Consumer Insights Analyst at Pacific MagazinesThe Results
Now incorporating data from six major surveys, the Cost of Love has become a wealth of detailed information on trends in wedding planning and budgeting. It is recognised as an authoritative source of information for Bride to Be magazine, the media and multi-billion dollar Australian wedding industry.
“The findings help our editors develop quality content for readers, and also provide valuable insights and opportunities for our advertisers to offer relevant and targeted offers,” continued Slater.
“A brilliant feature is the real-time reporting. We see results online as they happen so we know exactly what’s going on at any time.
“We can easily send an editor or Ad Rep a link to the results report and they can interpret the results straight away – it’s really clear.”
The findings and statistics are regularly quoted in the press. This extensive national PR is excellent for the profile and awareness of Bride to Be.
“The 2008 survey received wide television coverage on Sunrise and The Today Show as well as national radio coverage including ABC 702 Sydney and print exposure in Australia’s major metropolitan newspapers. “This year alone we estimate that the survey generated over $100,000 worth of media coverage,” says Slater.
The Cost of Love survey is integrated with Pacific Magazines’ Acorn Panel database, which is also managed by WebMart. The Acorn Panel gathers reader data and opinions from across all Pacific Magazine titles to establish a closer interactive relationship with them.
Participants are invited to participate and incentivised with prize draws. Groups can be selectively profiled and invited by email to take part in quick polls, promotions and research.
“Reader take up of Acorn Panel has been really strong through online channels. We’ve got plans to push it through the printed magazines too, so all our readers get the opportunity to join in.
“We’d like to develop this further with WebMart and potentially see this initiative growing into more of an interactive online community,” concluded Slater.
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