Customer magazines allow a targeted dialog with your company’s target group. This form allows different needs in the dialog group to be satisfied. The possibilities go far beyond internal information and product information. A direct call to action for a sale is also possible in this form of corporate communication. Strategy and concept show the way.
Small and medium-sized companies in particular often shy away from the adventure of a customer magazine. Here are four of the most common prejudices:
1. customer magazines are too expensive
Compared to an e-mail or a newsletter, the investment in a customer magazine is actually much higher.
However, a well-designed customer magazine attracts much more attention. Together with appropriate qualitative content, a magazine contributes to the brand, increases customer loyalty and informs potential customers. If a catalog section or a special discount promotion is added to the magazine, sales can be made directly.
Tip: Haptic and emotional experiences increase attention. In this way, you benefit from a long retention period and strong loyalty to your magazine.
2. magazines are too expensive
The effort involved should not be underestimated, especially in the concept phase, where a lot of preparatory work has to be done. If this cannot be provided internally, we recommend involving external partners with experience in this area, especially in this phase. A solid concept helps you to make unnecessary corrections to the strategy when publishing the magazine.
When creating content, a mix of internal and external sources can also lead to a reduction in internal effort. Also consider whether you would like to bring in guest authors from friendly companies. Or even publish a customer magazine as a cooperation. This could be local businesses or companies in an association.
If you use information, emotion and entertainment correctly in your magazine, the effort will be reflected in increased demand, resulting in an excellent cost/income ratio.
Tip: The content created for each issue of your magazine can also be used for other channels. (content marketing, blog posts, teasers and posts in social media)
3. customer magazines are not efficient
The entire range of sensory specialties of a printed product is possible. Ideally, content and messages merge with the unique design possibilities of paper.
A plea for paper:
Format: Elegant magazine, simple booklet, tabloid, newspaper format and special landscape formats attract attention as soon as they are received.
The feel of the paper: the confidence-inspiring feeling when high-quality paper is turned, the last millimeters when the escaping air lets the turned page sink gently onto the previous page. The pleasant rustle of turning the pages of newsprint, which leads us eagerly to the next article.
Typography: Each letter is a work of art in itself. The white spaces allow the effect of the words to flow into your subconscious like a pleasant river meandering through the French Jura. The sharply contoured lines of the serif fonts quickly capture the facts.
The scent: The scent of the customer magazine literally smells like the news you have been waiting for so long. The woody bouquet of the wine magazine lets you almost hear the gentle “pop” of the cork.
Attached patterns: Curiosity about how it works. Carefully loosen the glue to take possession of the sample.
Special coating on the cover. The drop of water that really shines in the sunlight, the watch face that actually glows in the dark. The excitement of having to remove the scratch-off surface first to see if you have won. The exotic fragrance that delicately stimulates the senses when the fingers gently stroke the special perfume sample.
Tip: We will be happy to advise you on the first issue of your magazine. Of course, we also print it according to all the rules of the art.
4. digital is better
The partly exhausted digital channels are enriched by printed magazines. Even originally purely digital companies use print in a variety of ways: To create impulses for the start of the season in the fashion sector, as a source of inspiration in the furnishing sector or as a promotional offer for warehouse sales. Of course, mixed forms are possible and attractive for the reader.
Tip: Combine print and digital for maximum impact with your prospects and customers.
If you can overcome these hurdles, take advantage of the benefits and keep them up for a while, your customer magazine will develop into a valuable tool in your communication mix.
A company magazine can fulfill various tasks:
- Designed as a customer magazine, also for sub-target groups.
- As an employee magazine for internal communication.
- As a catalog, so that inspiration and impulses directly generate sales.
- Hybrid forms of customer magazine, employee magazine and catalog.
Browsing through your favorite hobby catalog on the loo?
Imagine how important you are to your customers if your customer magazine or catalog is at home in their private “little place”.
Do you find it disgusting? Maybe – but see the difference in customer loyalty compared to a quickly skimmed newsletter on your cell phone.
Online pure players rely on print
Digital companies are picking up on the trend and thinking outside the online box. Targeted communication with print reaches your customers and leads with information. The pure catalog mail order companies are a role model here when it comes to testing. We know of examples where different formats, sizes and content have been tested with corresponding target groups, sometimes with astonishing results.
We support you in these areas:
- Clarify whether a customer magazine can have the desired effect for your purposes
- Concept for the content
- Layout concept and implementation
- Tools and software for CI/CD-compliant magazine production
- Online editing system vjoon K4 – simple, process-oriented teamwork
- Preliminary stage
- Choice of paper for cover page and content
- Print management
- Printing process – offset or digital printing
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Ralf Weissbaum
044 289 89 10