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What about your magazine (by Robin Lagrou)


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What about YOUR Magazine? (by Robin Lagrou, Senior Research Consultant InSites Consulting), presented at the BDMA Congress: Return on Consumer Knowlegde in Brussels (BE) on October 25, 2012.

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What about your magazine (by Robin Lagrou)

  1. 1. What aboutYOUR Magazine? By Robin Lagrou, Senior Research Consultant InSites Consulting
  2. 2. Who still believes in the power of magazines?
  3. 3. is communication soimportant ?
  5. 5. CONSUMERSCONVERSATIONSCOMMUNICATION We believe in brands, BRAND activation & conversations
  6. 6. What should people tell each other? Are they brand lovers? Brand haters? Are they seen as experts by their peers? Is it about the funniness of the viral or is it about the brand behind? Is it relevant for the brand? What was the motivation to spread the campaign? Was it the brand, the message or something else?
  7. 7. It is not all online these days! 94%of the conversations happenin an offline context
  8. 8. What is the driver of thesucces behind theCatholic Church?
  9. 9. They have a damngood magazine 
  10. 10. What should readersbe saying after they’veseen my magazine?
  11. 11. Let’s focus onsome ofthe results!
  12. 12. 4 out of 10 readers haveconversations after readingthe magazine When discussing on the brand or the magazine the tone of voice is very positive
  13. 13. 77% thinks your magazine makesyour brand trustworthy 63% feels more involved to your brand 70% is triggered to visit your website
  14. 14. Only 1 out of 4 readers throwthe magazines away Almost 50% passes the magazine on to other people after reading it
  15. 15. General evaluation 7.7 / 10
  16. 16. What about your ? magazine
  17. 17. ………………………………………..……..… Custometer ………………………………………..……..…How do they read the magazine?How well does the magazine fullfill its role?What do readers expect?What is the role of the magazine for the brand?
  18. 18. Online Survey Recruitment of participants Incentive motivation
  19. 19. 3 Target Groups Content Magazine evaluationEmployees
  20. 20. Want to know more?
  21. 21. Thank you!Robin Lagrou, Senior Research Consultant +32 9 269 15 23 | +32 486 600 333
  22. 22. Global services• Digital data collection since 15+ years• Proven centralized project management• 5 international offices• Experienced multi-language consultants from 15+ nations• Consumer Consulting Network (aka ‘Watsons’) 30+ markets• Certified Moderator Network for local-to-local interactions• Project references in 60+ countries