Julia Hutchinson – COO – APA, the Association of Publishing Agencies UK - presenteerde deze case tijdens de Marketing Day 2010. De presentatie werd geïllustreerd met twee succesvolle Belgische magazines: AS Adventure en Colora. Wanneer een merk aan de hand van redactionele inhoud communiceert, slaagt het erin om complexe waarden en boodschappen over te brengen en oprecht en daadkrachtig met de consument in dialoog te treden. Editorialised branded content has flourished in recent years and is set to continue to enjoy this success, with recent research estimating that the industry will continue to outperform almost all other disciplines. This success lies in the opportunity it provides for brands to communicate complex values and messages through content which genuinely and powerfully engages the consumer. A raft of research projects show that this success is for a large part founded in the medium’s ability to build trusted relationships. The APA is the trade association for producers of editorialised branded content in the UK, with members ranging from customer publishers to pureplay digital agencies. Julia Hutchison, COO, APA will discuss the rise of cross-media editorialised branded content, citing specific case studies and indepth research to illustrate how UK and Belgian brands are using the medium to engage consumersmore deeply, for longer.

1. WHY CONTENT MARKETING BUILDS TRUST
The Power of Customer Publishing
Brussels
March 2010

2. The APA :
“Customer publishing is a rapidly growing industry where brands are using
editorial content, irrespective of channel, to engage consumers, drive loyalty
and to deliver tangible marketing effect.”
• APA encourages best practice and promotes the industry on a global level
• Drive growth of new business and margin for members (both print and digitally)
through:
Promote: Marketing/International
Prove: Research
Persuade: ASK – new business service
Proclaim: Events – training and awards
Protect: Environment/ lobbying

3. The industry:
• Fourth biggest media – spend £904m*
• 50 members, over 1,000 brands – 90% of UK market
• Agency not media owner model = fee based
• Not „free media‟ – charge clients for producing editorial content that delivers tangible
results
• Hence proven model to monetise web content
• Entire industry backed by proven research - both reach and results
• Internationally renowned and respected; the APA also run the International
Customer Publishing Federation with 17 countries as members globally
• International Content Summit – The power and future of content
* Mintel 2008

4. An overview of the UK market:
92 launches
16% growth
323,000 average circulation
£904m spend
33/100 circulation titles
45% of client work is cross media
70% posted
20% income from 3rd party advertising
In association with De Post/La Poste

5. Key reasons for growth:
• The changing media marketing place:
• 1,000‟s of ways to reach consumers
• Difficult to engage time poor consumers
• Reach versus outcomes
• Customers losing trust in brands
• Trend towards participatory communications
• Innovation
• Power of editorial online and in print
• Creativity and quality
•Effectiveness
• ROI is key

6. Effectiveness - engagement is key:
“Long copy - and prolonged leisurely engagement - are often
out of fashion in an advertising business which often confuses
creativity with brevity. This would have driven David Ogilvy
insane. Happily your industry is one of the last few pockets
where this talent still flourishes: and it's a talent that somehow
lends to brands a quality that nothing else can.”
Rory Sutherland
Vice-Chairman,
Ogilvy Group UK

7. Proving the power of customer magazines:
APA/Millward Brown Advantage Study:
• 21,000 consumer interviews
Key findings:
• 25 minutes time spent with a brand
• Top 6% of consumers spent over an hour with the brand
• More time than any other media = 50 x 30” TV slots
• 57% of consumers read at least half of the magazine
• 18% of consumers pick the magazine up 3 – 4 times
• 60% keep the magazine for a week or more
• 14 % keep it for reference
• 8% pass it on to a friend
Engagement = loyalty

8. Engagement = loyalty:
Customer magazines drive response:
• On average 44% of consumers who receive a customer magazine do
something as a result:
• 78% - retail sector
• 45 % - membership titles
• 30% - automotive sector
• 23% - finance sector
Improving loyalty and driving brand equity:
• Positive impact on consumers view of a brand:
• Increase view of leadership values by 11%
• 32% increase in brand loyalty
Tangibly drive sales:
• Drive an 8% increase in future sales
• Readers of supermarket titles spend over £5 or more on groceries than non-
readers

9. Retail titles: Level of active response
%
Study Average 44
Retail Average 78
Best performer
Tried a recipe 63
Visited store/branch 62
Bought a new product/used a new service 51
Used a voucher 47
Showed the magazine to a friend or relative 29
Entered a competition 25
Recommended the store to a friend 21
Visited the website 21
Enquired about a specific product/service 16
Visited a department you would not usually shop in 15
Carried out an idea 9
Used a service you would not usually use 7

10. Finance titles: Level of active response
%
Study Average 44
Financial sector average 23
Called the company for more info 15
Entered a competition 10
Enquired about a specific product/service 9
Visited a website 8
Visited a store/branch 6
Bought a new product/used new service 5
Added to an existing product owned 4
Used a voucher 2
Responded to an offer 1
Base: Magazine sample (915)

11. Level of active response
Automotive titles: %
Study Average 44
Automotive sector average 30
Discussed with friend/colleague 23
Visited store/branch 14
Visited the website 13
Enquired about a specific product/service 13
Called/visited dealership 12
Given copy to interested friend 12
Called the company for more info 10
Bought a new product/used new service 8
Entered a competition 7
Requested a test drive 7
Bought a winter service 5
Requested a brochure 4
Responded to offer 2
Used a voucher 1
Contacted the featured insurance company 1
Base: Magazine sample (1529)

12. The power of posted magazines in driving loyalty:
• Receiving a magazine through the post does have a positive impact on
engagement
• Customers are more likely to spend longer reading a posted magazine in
comparison to a picked up title - 20% more time spent
• They are also more inclined to keep hold of it for longer and to keep it for
reference – 20% more keep it for over a month and 40% more like to keep it for
reference
• This difference in consumer response to posted vs picked up magazines (greater
consumer engagement with posted magazines) is most evident in the retail sector:
• 30% more likely to read it for 30mins or longer
• 50% more likely to read it for an hour or more
• There is a strong desire among readers of B2B customer magazines to receive it by
post.
.

13. Posted Magazines Research results: Online Activity”
“Posted Magazines Drive
• Over a third (39%) of consumers that receive a magazine in the post are driven
online to investigate or purchase from that brand
• Posted customer magazines drive more people online than those that are picked
up in-store (26% compared with 23%)
• 18-24 year olds are the most likely age group to go on to buy a product online as a
result of reading a magazine they receive in the post
• 25 – 24 and 35 – 44 year olds are by far the most likely age groups to be driven to
investigate a brand online having read a posted title

14. “Posted Magazines to Engage Youngest Audience”
• Posted customer magazines engage the 18 – 24 year olds more than any other age
group
• This notoriously hard-to-engage group are more likely to purchase online, pass the title
on to friends and twice as many consumers take more notice of that brand’s other
advertising and marketing having read the magazine than any other age range
• More than double the number of consumers in this age range feel that brands should
make the effort to post their title than those over the age of 45

16. asos.com – the history
 asos.com launched in 2000.
 Awarded Retail Week Rising Star 2005.
 Drapers Etailer of the Year Award 2005.
 Company High Street Award – Best online shop 2006.
 Launched asos Magazine - September 2006.
 Retail Week Awards – Online Retailer of the Year 2007.
 APA Award Most Effective Retail Consumer Publication 2007
 PPA Award Customer Magazine of the Year 2008.
 Launched asos men‟s magazine – May 2008.

17. Communication
 Newsletter: generated 8% of company sales.
 Analytics: Refining processes to maximise conversion.
 CRM: Single customer view.
 PPC: ROI consistently above £50.
 Partnerships: Driving qualified traffic.
 Social Media: Double the amount of traffic and quadrupled
sales generated in 4 months.

18. The asos.com customer
 3.9m unique visitors a month.
 On average visitors return 2.5 times a month.
 41% of “best customers” visit daily and over 90% visit weekly.*
 Average time on site is 10 minutes.
 Average pages viewed is 27.
 Gender split 80/20 female biased.
*Customers research 2008

19. asos.com magazine – the history
 Launched in September 2006 as a 3 month trial.
 Objective to showcase product, drive traffic, increase sales.
 Format was 68 page with a print run of 100,000.
 Initial plan was for the magazine to be distributed:
- with orders
- purchased from the website
- field marketing
- bagged with target fashion magazines.
 First three issues generated over £1.5m.
 Drove a significant increase of sales of respondents.

20. What they think of asos magazine
“I thought, oh god it’s going to try to make me buy things, but I actually really
enjoyed it and realised it had some stuff that I really liked”
“I like the fashion shoots... I’m not going to buy the whole outfit but it gives me
ideas”
“If I see something I like in the magazine I’ll turn a page down and look it up when
I’m next online”
it’s very similar to Grazia, I was expecting a catalogue”
“I didn’t expect to see a SATC article in there, it’s very magazine like”
“it’s like Glamour…..it’s travel size….it’s good for the handbag…..it’s like having
the website in your hands”
*Focus group 2008

21. asos.com magazine – the original brief
Driving traffic/ sales/
conversion
Driving traffic/sales/
conversion
Reactivation Awareness Loyalty and
Frequency
Loyalty and
Awareness Loyalty and
Reactivation Awareness Frequency
Frequency
Lapsed/ New Active
Dormant
 Due to its success the magazine becomes the single biggest marketing investment.
 A review was necessary to align magazine with business objectives and determine the
most profitable customer segment to target.

22. asos.com magazine – our findings
 Active customers‟ response rate was up 8.5% on dormant and 2.3% on lapsed
customers.
 Active customer ABV was up 6.8% on dormant and 8.3% on lapsed customers.
Conclusion
 The magazine is most effective when used as a loyalty tool.
 The magazine is more likely to have a positive brand effect, drive ABV and UPO
of an active customer than a lapsed or dormant customer.
 Smaller 36 page supplement to drive new customer acquisition.

23. asos.com magazine – the brief redefined
Driving traffic/ sales/
conversion
Driving traffic/sales/
conversion
Reactivation Awareness Loyalty and
Frequency
Loyalty and
Awareness Loyalty and
Reactivation Awareness Frequency
Frequency
Lapsed/ New Active
Dormant

24. asos.com magazine – today
 Asos magazine glossy monthly fashion magazine
with more readers than leading titles Company,
Elle, Grazia and More. ABC certified (429,406
Jan – June 08).
 Magazine targeted at active customers.
 Magazine primarily used as a loyalty tool with a
smaller supplement used for acquisition.

25. asos.com magazine – supplement activity
 The magazine had been used as a cover mount on target fashion publications.
 Response rate was strong but acquisition cost too high.
 In 2008 developed a 36 page supplement.
 Contained a targeted offer designed to drive ABV.
 First supplement provided a ROI ratio of 1:9 with an ABV of over £100.
 Company ABV for the same period was £60.

26. asos.com magazine – launched standalone menswear issue
 Due to the success of the women‟s magazine menswear titled launched.
 First issue ran in June 08 with a print run of 500K.
 Distributed to customer base and bagged with
target publications.
 Contained a targeted offer.
 ABV of customers responding to the magazine
was Up 66% on company average.
 50% of orders from target publications were from
new customers. This is 100% up on company
average.

27. “Editorialised content is now a hygiene factor in the
building of relationships between brands and consumers.
However the brands that get it right are the ones that truly
connect brand values and the brand promise to the very
real needs of their customers. Editorialised content is
absolutely key to continually refining and honing the
relationship and is a very real demonstration that brands
are listening.”
Chris Ward
Managing Partner
Partners Andrews Aldridge

28. And what about
BELGIUM ?
In association with De Post/La Poste

29. Belgian cases
Presented by CUSTO
In association with De Post/La Poste

30. CUSTO The Belgian Federation of Customer Media professionals
CUSTO
Set and defend high standards for real professional customer
publishing = CUSTO Quality Label
Promote customer media by unlocking expertise and best
practices
Providing efficiency benchmarks and ROI proof through neutral
and independent research = CUSTO-meter
www.custo.be
In association with De Post/La Poste

31. CUSTO The members
 Agencies with CUSTO Quality Label
 AA DOCK‟S Customer Media
 DECOM
 HEAD OFFICE
 HEADLINE Publishing Agency
 HET SALON
 JANSEN & JANSSEN
 MEDIAPARTNERS
 PROPAGANDA
 ROULARTA Custom Media
 SQILLS
 VIVIO
In association with De Post/La Poste

32. Belgian cases
In association with De Post/La Poste

33. In association with De Post/La Poste

34. colora is a shop concept of
Boss Paints, with almost 40
branches
In association with De Post/La Poste

35. colora distinguishes itself from its
competitors by the personal
advice it gives on technical
aspects and colors
In association with De Post/La Poste

36. colora-magazine is distributed by
the Belgian Post 3 times a year
with a print run of 300 000 copies
In association with De Post/La Poste

37. colora-magazine creates and maintains a strong
relationship between brand and customers
Main aim of the magazine is to inspire, help and incite
people to (re)decorate their homes
In association with De Post/La Poste
In association with De Post/La Poste

38. 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.
In association with De Post/La Poste

39. colora-magazine steps away
from pure selling
In association with De Post/La Poste
In association with De Post/La Poste

40. colora-magazine steps away
from pure selling
In association with De Post/La Poste
In association with De Post/La Poste

41. tries to make people dream and shows
colora as someone who can make those
dreams come true
In association with De Post/La Poste
In association with De Post/La Poste

42. 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
In association with De Post/La Poste

43. 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
In association with De Post/La Poste

44. AND…
it‟s a very effective tool to boost sales
*turnover is confidential
In association with De Post/La Poste

45. If you know a magazine that…
1 perfectly reflects the brand image;
2 demonstrates the know-how of its employees;
3 became the cornerstone of an extensive
loyalty programme;
and thus is a real TRUST builder;
In association with De Post/La Poste

46. then you’ve read A.S.Magazine.
Inspiring travel articles &
product information
150.000 copies
in-store distribution
4 issues / year
In association with De Post/La Poste

47. Engaging the reader = building trust
Custometer survey results for A.S.Magazine
Reading time: a new benchmark
A.S.Magazine: 39min14sec >< APA average: 25min
Overall rating: high
72,4% gave the magazine an 8+ score
A.S.Magazine proves that A.S.Adventure…
… is worth my trust > 80.1 %
… offers quality products and services > 84 %
… communicates openly > 82,5 %
In association with De Post/La Poste

48. Engaging the reader = building trust
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
Explore More e-letters
opening rates of 35 % to 55 %
Explore More triggermails
opening rates of 75 % to 99 %
In association with De Post/La Poste

49. Building trust stimulates sales
 A.S.Magazine stimulates sales
79.2 % of readers “was inspired to buy products”
 Explore More members are A.S.Adventure’s best
clients
top 30 % clients account for more than 70 % of
Explore More turnover
 Explore More Members are bigger spenders
Average basket: +/- 100 € (non members: 70 €)
In association with De Post/La Poste

50. Conclusion
A.S.Adventure found its best clients
and is talking to them.
In association with De Post/La Poste

51. TRUST SUPERIOR
QUALITY IN CUSTOMER
MEDIA
In association with De Post/La Poste