When we think of magazines, we usually think of media publications like Women's Day or Forbes, not a catalogue. Yet more and more, we're seeing businesses turning to print, creating 'catalogues' rich in content, magazine-style editorial and more to build their brand community.
“80% of consumers who engage with both catalogues and online tend to purchase more after receiving brand literature”
- Mintel, 2011
The best brands are realising that they must stop thinking like advertisers and start thinking like media companies. More than your traditional catalogue, this type of communication is about creating something much bigger than themselves for their people. The focus is on their audience; on creating value beyond the products or services they provide.
Kati Krause, Editor of Companion brandzine said it best, “if your aim is to strengthen your company’s brand and customer loyalty by giving people something they seek and cherish, a customer publication is a very effective way of going about that.”
Call it a magalogue, brandzine or guide, this makes sense because of the tactile nature of print. More often than not, print outperforms digital not only on its own but also within multichannel campaigns.
Take The Collective Hub for example. The magazine captured the hearts of a new generation of entrepreneurs and game-changers by 'combining style and substance with a fresh perspective on the issues that matter most'. They created a global movement, out of nothing. With a magazine.
At the core of your brand is a group of existing customers brought together by everything your brand embodies. Imagine what kind of movement you can create for your community through print.
Building an engaged brand community takes time and consistent effort. If your business values service, experience and quality over the lowest price, make a point to unpack the lifestyle and preferences that unite these existing customers, and work to develop content - an experience - that extends that ideology.
Put your community first, and natural brand integration will follow.