Terrella Media, Inc.

Archive for the ‘Brand Community Media Strategy’ Category

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
Using “Engagement” as a Media Planning Metric Rules of Engagement In selling advertising, publishers often promote as a key benefit the value of engagement. This term is understood to mean the quality of a consumer’s experience of a publication, with the clear implication that the greater the engagement, the greater the value to the advertiser in terms of ad performance. AdAge.com recently reported on [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 17-Aug-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
Custom Publishing Ethics The custom publisher’s responsibilities to consumers If you browse a website long enough you’ll eventually find a “Terms of Use” or “Legal” policy statement. That document outlines the site owner’s legal responsibilities (or lack thereof) and the rules that Web site visitors agree to follow. You can find the document link at the bottom of this [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing | 15-Oct-07 | no comments
Deconstructing Content Maybe the medium isn’t the message after all. Whether you work in a publishing endeavor or in a marketing communications department, you must address the same basic trend: information consumption is becoming increasingly fragmented and customized, with consumers cherry-picking content in terms of both medium and message. Technological innovation drives this fragmentation, as we can see with [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 22-Sep-07 | 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
Netflix: Q2 ‘07 Update Q2 2007: Netflix’s Not So Excellent Adventure In August of ‘05, I first wrote about the challenge Netflix faces to retain subscribers. With its 2Q 2005 average monthly churn at 4.7 percent, Netflix needed to replace more than HALF of its subscribers every year. Now two years later, average monthly churn for Q2 2007 is 4.6 [...]
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing | 22-Jul-07 | no comments
Turning Customers into Members Applying magazine lessons to consumer brands If you build it, they will come, or something to that effect, wrote W.P. Kinsella in his 1982 novel “Shoeless Joe.” If you recall the book or its film incarnation “Field of Dreams,” you know that protagonist Ray Kinsella follows that disembodied call to action, carving a baseball diamond from [...]
Filed in Brand Community Media Strategy | 16-Jul-07 | no comments
Brand Communities, Marketing, and Media ...a marketer's job is in part to move consumers from the periphery to the center of the brand community, (i.e., to increase retention and revenue per customer) and also to attract new customers.
Filed in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy | 03-Jul-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