Marcomm Integration with Brand Community Media / Custom Publishing

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy

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 […]

Brand-Focused vs. Customer-Focused Content

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing

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 […]

Using "Engagement" as a Media Planning Metric

Posted Posted in Brand Community Media Strategy, Custom Media, Custom Publishing, Publishing Strategy

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 […]

Custom Publishing Review: Healthy Pet Magazine

Posted Posted in Brand Community Media Process, Brand Community Media Strategy, Custom Media, Custom Publishing, Custom Publishing Review

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 […]