Content Marketing Trust

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A presentation on Content Marketing Trust by CUSTO during Marketing Day 2010.

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Content Marketing Trust

  1. 1. And what about BELGIUM ?
  2. 2. Belgian cases Presented by CUSTO
  3. 3. <ul><li>CUSTO </li></ul><ul><ul><li>Set and defend high standards for real professional customer publishing = CUSTO Quality Label </li></ul></ul><ul><ul><li>Promote customer media by unlocking expertise and best practices </li></ul></ul><ul><ul><li>Providing efficiency benchmarks and ROI proof through neutral and independent research = CUSTO-meter </li></ul></ul><ul><ul><li>www.custo.be </li></ul></ul>CUSTO The Belgian Federation of Customer Media professionals
  4. 4. <ul><li>Agencies with CUSTO Quality Label </li></ul><ul><ul><ul><li>AA DOCK’S Customer Media </li></ul></ul></ul><ul><ul><ul><li>DECOM </li></ul></ul></ul><ul><ul><ul><li>HEAD OFFICE </li></ul></ul></ul><ul><ul><ul><li>HEADLINE Publishing Agency </li></ul></ul></ul><ul><ul><ul><li>HET SALON </li></ul></ul></ul><ul><ul><ul><li>JANSEN & JANSSEN </li></ul></ul></ul><ul><ul><ul><li>MEDIAPARTNERS </li></ul></ul></ul><ul><ul><ul><li>PROPAGANDA </li></ul></ul></ul><ul><ul><ul><li>ROULARTA Custom Media </li></ul></ul></ul><ul><ul><ul><li>SQILLS </li></ul></ul></ul><ul><ul><ul><li>VIVIO </li></ul></ul></ul>CUSTO The members
  5. 5. Belgian cases
  6. 6. If you know a magazine that… perfectly reflects the brand image; demonstrates the know-how of its employees; became the cornerstone of an extensive loyalty programme; a nd thus is a real TRUST builder;
  7. 7. then you’ve read A.S.Magazine. Inspiring travel articles & product information 150.000 copies in-store distribution 4 issues / year interactive online version +
  8. 8. Engaging the reader = building trust <ul><ul><li>Custometer survey results for A.S.Magazine </li></ul></ul><ul><li>Reading time: a new benchmark </li></ul><ul><ul><li>A.S.Magazine: 39min14sec >< APA average: 25min </li></ul></ul><ul><li>Overall rating: high </li></ul><ul><ul><li>72,4% gave the magazine an 8+ score </li></ul></ul><ul><li>A.S.Magazine proves that A.S.Adventure… </li></ul><ul><ul><li>… is worth my trust > 80.1 % </li></ul></ul><ul><ul><li>… offers quality products and services > 84 % </li></ul></ul><ul><ul><li>… communicates openly > 82,5 % </li></ul></ul>
  9. 9. Engaging the reader = building trust <ul><ul><li>The Explore More loyalty programme takes A.S.Magazine’s editorial approach one step further and sends to A.S.Adventure customers personalized and relevant content by e-mail </li></ul></ul><ul><li>Explore More e-letters </li></ul><ul><ul><li>opening rates of 35 % to 55 % </li></ul></ul><ul><li>Explore More triggermails </li></ul><ul><ul><li>opening rates of 75 % to 99 % </li></ul></ul>
  10. 10. Building trust stimulates sales <ul><li>A.S.Magazine stimulates sales </li></ul><ul><ul><li>79.2 % of readers “was inspired to buy products” </li></ul></ul><ul><li>Explore More members are A.S.Adventure’s best clients </li></ul><ul><ul><li>top 30 % clients account for more than 70 % of Explore More turnover </li></ul></ul><ul><li>Explore More Members are bigger spenders </li></ul><ul><ul><li>Average basket: +/- 100 € (non members: 70 €) </li></ul></ul>
  11. 11. Conclusion <ul><ul><li>A.S.Adventure found its best clients </li></ul></ul><ul><ul><li>and is talking to them. </li></ul></ul>
  12. 13. colora is a shop concept of Boss Paints , with almost 40 branches
  13. 14. colora distinguishes itself from its competitors by the personal advice it gives on technical aspects and colors
  14. 15. colora-magazine is distributed by the Belgian Post 3 times a year with a print run of 300 000 copies
  15. 16. Main aim of the magazine is to inspire, help and incite people to (re)decorate their homes In association with De Post/La Poste colora-magazine creates and maintains a strong relationship between brand and customers
  16. 17. colora-magazine creates and maintains a strong relationship between brand and customers Most importantly: it is perceived as a non-commercial medium, where the company translates marketing objectives into accessible content.
  17. 18. In association with De Post/La Poste colora-magazine steps away from pure selling
  18. 19. In association with De Post/La Poste colora-magazine steps away from pure selling
  19. 20. In association with De Post/La Poste tries to make people dream and shows colora  as someone who can make those dreams come true
  20. 21. How the magazine creates a bond (Custometer, 2009) 90% of the respondents does “something” with the information : 48% of the readers saves the magazine or part of it 43% of the readers gives the magazine or part of it to someone else
  21. 22. How the magazine creates a bond (Custometer, 2009) Some other results For 90% of the readers the magazine incites them to paint For 96% of the readers colora-magazine gives them new ideas 88% looks forward to reading the next edition
  22. 23. AND… it’s a very effective tool to boost sales *turnover is confidential

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