Terrella Media, Inc.

Archive for the ‘Brand Community Media Process’ Category

eNewsletter Subject Line Fail If you want me to open a newsletter, give me a reason.
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Email and Social Media Marketing | 03-Sep-09 | no comments
Custom Publishing Review: The Costco Connection Positioned as "a lifestyle magazine" for Costco's business and executive members, The Costco Connection features a delightful goody bag of features and departments.
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 02-Feb-09 | 2 comments
Using Media to Bring People Together CA-Modern magazine serves the owners of Eichler homes and other mid-century modern homes across California. This is the very definition of niche publishing, connecting sellers and buyers in a highly-targeted market. CA-Modern’s advertisers consist mainly of contractors and manufacturers who specialize in maintaining and remodeling these stylish homes. CA-Modern can count many success stories among [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Email and Social Media Marketing, Publishing Strategy, Terrella Media News | 29-Jan-09 | no comments
CA-Modern Issuu Demo
Filed in Brand Community Media Process, Publishing Strategy | 09-Jan-09 | no comments
Custom Publishing Review: Magazine Misses the Healthpoint What good is a branded magazine without the brand? Just last week I received a copy of Healthpoint Magazine, a publication of Mills-Peninsula Health Services (San Mateo, California). Trouble is, by looking at the cover I had no way to know who produced it. It has no Mills branding. Then when I looked inside, it dawned [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review, Publishing Strategy | 02-Dec-08 | 2 comments
Marcomm Integration with Brand Community Media / Custom Publishing How a brand community media program can incorporate multiple marcomm objectives Marketing organizations use a mix of communications activities – such as advertising, direct mail, customer research, and P.R. – to pursue diverse objectives. A company might develop one marcomm program to keep “at risk” customers from switching to an upstart competitor, another to support a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 18-Nov-08 | no comments
Brand-Focused vs. Customer-Focused Content Extend your marcomm portfolio with consumer-focused media Managing a brand requires focus: communicate the brand identity, rinse and repeat. And repeat. And repeat. As you accrue brand equity, you can then broaden the relationship with consumers by carefully extending your brand offerings. By “carefully,” I mean that you must assess whether a new product at least [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing | 12-Nov-08 | no comments
Custom Publishing Review: Healthy Pet Magazine A Perfect Balance Have you seen Healthy Pet magazine, published by Zoasis of Huntington Beach, California? A 36-page full color magazine, Healthy Pet arrived with a personalized half-cover announcing that it’s time for Joey — my cat — to come in for a check-up. I assume I was placed on the Healthy Pet mail list by [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 09-Aug-08 | no comments
Custom Publishing Review: REI Gearmail The unrealized potential of content I suppose there’s something to be said for minimalism in marketing communications. Keep it simple. Get to the point. Get out of the way. Case in point: Gearmail, the email bulletin from Recreational Equipment, Inc. (REI), the outdoor specialty co-op/retailer based in Kent, Washington. Gearmail seems to arrive about once a week. [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 07-Mar-08 | no comments
Outward Bound: The Value of Print Media Sidebar to You’ve Got Mail: e-tailers Push Postal Mail Despite the growth of electronic publishing, whether via websites, email newsletters, e-books, blogs, or podcasts, print media delivered the old fashioned way still serves a critical function in a well-rounded communications program. If you’re looking for a way to motivate, cajole, or inspire consumers to respond, a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 05-Sep-07 | no comments
You’ve Got Mail: e-tailers Push Postal Mail Powerhouse e-tailers push postal mail to break through and motivate By Audrey Kalman As a Netflix subscriber, Land’s End customer, and habitual user of Amazon for everything from Mother’s Day gifts to ink cartridges, I receive regular e-mails from all three companies and visit their websites several times a month. By almost any measure, I’m a [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Email and Social Media Marketing, Publishing Strategy | 05-Sep-07 | no comments
Publishing As Branding Magazine brand management 101 My friend and colleague Peter Hutchinson is a great writer (and a renowned writing teacher). So as you might imagine, I jumped at his offer to compose a pitch letter to help me place this very series of articles. As I read his draft, I was struck by his description of me, [...]
Filed in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review | 19-Jun-07 | no comments