Traditional advertising promotes a brand. Custom media campaigns take brand building a step further by creating an emotional connection between a company and their customer.
“A 2005 Custom Publishing Council study conducted by Roper Public Affairs found that 85% of all consumers said that they would rather get information through an interesting collection of articles than through an ad. And 75% feel that custom publications show a company’s interest in building good relationships with them.”
Promo Magazine, January 2007
VALUE AND BENEFITS OF A NEWSLETTER:
• Increases name recognition
• Promotes customer loyalty and increases referrals
• Creates an opportunity for a company or organization to make existing clients aware of additional products and/or services
• Generates continual feedback from the customer through an open dialogue
PRINTED NEWSLETTERS:
• Get through the “gate-keeper”
• Have a high retention rate based on perceived value – do not get discarded (newsletters are perceived as news not advertising)
• Newsletters get passed on to an average of 2 to 3 people
• Usually, the newsletter has the highest readership in terms of content versus other marketing material
ELECTRONIC NEWSLETTERS:
• Properly executed – electronic newsletters will get through spam filters
• HTML newsletter will be read based on an effective design and layout with articles of perceived value
• If prepared and delivered on a timely basis the newsletter will realize an increased readership rating
“Custom publishing marries the marketing ambitions of a company with the information needs of its target audience. This occurs through the delivery of editorial content — via print, Internet, and other media — so intrinsically valuable that it moves the recipient’s behavior in a desired direction.”
-Custom Publishing Council
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