Harnessing the power of superfans

The world of magazine publishing is changing rapidly as the expectation of digital content becomes the standard. Today, consumers are less inclined to stop and pick up a magazine and more likely to pick up their phones. In a screen-dominated society, print magazines are looking for ways to build deeper relationships with their audiences beyond the click, read, and click onward mentality.

After surveying its audience about what they want most, BACKPACKER created Basecamp, a loyalty program that gives its most devoted readers special access to a committed community and exclusive content. According to a study done by Bain & Company it can be anywhere from 5 to 25 times more expensive to acquire a new customer than it is to keep an existing one, but with so many choices at hand it can be hard for consumers to know where to place their loyalties. Loyalty programs like Amazon Moments, REI’s Co-op community, and BACKPACKER Basecamp are on the rise, as they are extremely effective in retaining customers.

For $79 per year, members of Basecamp get a year-long subscription to the print magazine plus things like monthly discounts on gear, skill-building tutorial videos, a special newsletter featuring insider tips, contests, giveaways, and VIP perks at outdoorsy events, like BACKPACKER’s Get Out More Tour. Members will get access to a private Facebook group where they can trade beta and interact with BACKPACKER editors.

Basecamp also connects members directly to brands and gives them a portal to build relationships with customers. “We have an incredibly passionate and active audience, and Basecamp members are our true superfans. They’re engaging with BACKPACKER across multiple platforms, and together form a community truly dedicated to their love of the outdoors. It’s really a unique opportunity for brands to connect with these members on a more personal level,” explains Cassie Noyes, Executive Director of Membership at BACKPACKER.

“Basecamp has only been live for a week or so,” says Noyes. “Members are already interacting with each other, posting photos, and commenting on Facebook posts. It’s bringing the backpacking community together and providing great content for BACKPACKER.”