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Slide 1: Engage Communities Magazines are brands
Slide 2: Engage Communities Magazines are branding platforms
Slide 3: Magazines are brands A brand is a collection of experiences & associations attached to a company, organization, product or service More specifically, brand refers to the concrete symbols such as a name, logo, slogan, & design scheme A brand is a symbolic embodiment of all the information connected to a company, organization, product or service Source: Keating Associates
Slide 4: Magazines are brands •A brand adds value – tangible value (reduces ‘search' costs & streamlines decision making) (emotional connection, relationships & loyalty) – intangible value • Magazine brands fulfil these conditions!
Slide 5: Magazines are brands Strong magazine brands are based on brand management VALUES Importance, reliability & Status of the brand MISSION Brand’s right to exist CHARACTER Connection with today Attraction of the brand BENEFIT for the READER Consumers’ expectations Promise of the Source: Sanoma brand Magazines Finland
Slide 6: Magazines are brands • The brand values of the magazine confirm reader’s self-perception. • A brand’s power is that it creates emotion Source: PPA, How magazine advertisement works
Slide 7: Magazines are brands
Slide 8: Magazines are brands • And just as one enjoys one’s own self when in the company of a friend because that friend reflects and brings out one’s own personality, so it is with a favourite magazine • The magazine reinforces the reader’s identity Source: PPA, magazine advertisement works • The magazine plays backHowto the
Slide 9: Magazines are brands “Advertisements not only do have something to sell but are a part of the fantasy created by the magazine” Speech by Christine Walker of Walker Media at PPA Conference, ‘Jumping on the brand wagon’
Slide 10: Engage Communities Magazines brands build communities
Slide 11: Magazines brands build communities A community is a group of persons, who share the same values, interests, passions and needs They feel and are connected They communicate & interact based on their shared points of
Slide 12: Magazines brands build communities “Women’s magazines represent communities of women with similar attitudes and interests” “Women who read magazines know are more likely to share their understanding of what matters” Source: Jane Cunningham & Phillippa Roberts, inside her pretty little head
Slide 13: Magazines brands build communities • Brand engagement – Is a way to place a brand within this community – Makes people think about the brand – Makes people interact with the brand – Makes people talk about the brand – Creates a relationship between the community & the brand
Slide 14: Magazines brands build communities • Brand engagement “is all about making it relevant to the consumer” – Magazines target consumers on values and interests – People read particular magazines because of the life-stages and events which currently involve them Source: Passion & Power, PPA (⇔ ‘blind’ targeting by socio-demographic segmentation)
Slide 15: Magazines brands build communities • Brand engagement: – We scan the DNA of the brand and of our communities – We look for the biggest overlap of DNA between brand & community – The better the match, the stronger the connection
Slide 16: Brand engagement - Case Step 1: Announcement & recruitment for Flair head & shoulders Wellness Day Media: magazine, online + online contest/sampling (5000 h&s shampoos) + testimonials Source: Medialogue, ComAct
Slide 17: Brand engagement - Case Step 2: Flair head&shoulders Wellness Day Source: Medialogue, ComAct
Slide 18: Brand engagement - Case Step 3: Report on Flair head & shoulders Wellness Day Media: magazine, online Source: Medialogue, ComAct
Slide 19: Brand engagement - Case Talked about H&S Target group women 18-34 Flair community Participants Wellness Day 80,6% 25,7% 7,1% Did you speak with somenone else about the Flair product X Wellness Day Source: Medialogue, ComAct
Slide 20: Brand engagement - Case 100% 80% 75% 57% 50% 37% 49% 69% ↑ positive attitude towards h&s in Flair community & Participants Wellness Day 74% 69% 54% 42% 37% 30% 37% 68% 34% Pretest Posttest 27% 25% 23% 18% 18% Flair c ommunity Partic ipants Wellness Day Is a brand that I trust 11% 0% Improves the health of my hair Makes my hair soft or smooth Makes my hair beautiful 11% Makes my hair shine Source: Medialogue, ComAct
Slide 21: Brand engagement - Case ↑Flair audience ⇒ Brand Lovers /Ambassadors Broad Target group Flair audience Brand Lovers Wellness Day Brand Ambassadors Source: Medialogue, ComAct
Slide 22: Libelle & Femmes d’Aujourd’hui Community
Slide 23: Flair Shopping Day 80.000 Flair readers on 1 day!
Slide 24: Community Activation
Slide 25: Step 1: Styling challenge Step 2: Styling Day Mango Case with Step 3: Glam*it Styling Night + Glam’it corner Step 5: Reportage of the winning stylist Step 4: Styling Times
Slide 26: Thank you