Thinking about launching a customer magazine? It’s a big investment, both in terms of money and internal resources. Before you take on such a mammoth task, there are some key questions you need to ask.
WHAT DO YOU WANT?
What is your objective? Acquire new customers? Hold on to existing ones? Generate sales uplift? The tighter your objectives, the better your results.
WHAT DO YOU NEED?
What is the best way to achieve your objectives and communicate with your target audience? A magazine can effectively communicate your brand’s message while engaging and interacting with your customers and, nowadays, there are numerous formats you can choose from. From print publications to websites, mobile content, and beyond.
WHO ARE YOU TRYING TO REACH?
Define your audience. Your knowledge of your customers will define how you can communicate with them effectively. If you don’t have a database, where can you acquire the information needed to target the right people? If you do have details stored, make sure this information is reliable and kept up to date. A strong database will allow you zero in on specific markets with ease. You can even use this information to arrange focus groups or conduct surveys to find out what your customers want.
HOW MUCH CAN YOU INVEST?
Naturally, you wouldn’t want to embark on a publishing project if you didn’t think it was going to add to your bottom line. Therefore, the level of your investment should be based on measurable results. Devise a financial model that includes appropriate benchmarks based on your marketing objectives. These measurements will be vital to the evolution of your strategy in the long run.
WHEN DO YOU WANT IT?
A timely launch can make all the difference in the success or failure of a publication. If you have a specific deadline to meet, be sure to give yourself more than enough time to meet it. Consider a co-ordinated launch that includes other marketing initiatives in order to generate buzz and boost publicity.
WHO CAN HELP?
Very few companies have the necessary resources or expertise to publish a successful customer magazine in-house. And that’s why we’re here. We would love to talk to you about what you want from publishing and, most of all, we want to help you achieve it.