When you think about adding new channels to engage with your customers, starting a custom magazine is probably not high on the list. It may never have crossed your mind. But it might be something you want to consider. \u00a0The use of custom magazines as a customer engagement tool is growing.<\/p>\n
\u201cHold up!\u201d you might say. \u201cAren\u2019t magazine subscriptions on the decline?\u201d Traditional magazines, yes, but not custom magazines. Custom publishing is on the rise, and these publications often become the glue around which other marketing elements\u2014personalized direct mail and email, social media, mobile marketing\u2014are built.<\/p>\n
Here are three companies that have been successful using custom magazines to enhance their brands:<\/p>\n
Lowe\u2019s:<\/strong> This DIY giant offers both an e-zine and a print version of its \u201cCreative Ideas\u201d magazine, which provides solutions for everything from hidden bedroom storage to painting a faux brick wall. This content drives readers back to Lowe\u2019s stores for supplies. The magazine\u2019s design style mimics DIY pinboards and online communities, creating a sense of being an integral part of the larger DIY family.<\/p>\n Airbnb:<\/strong> There is certain kitsch<\/em> to being part of the Airbnb community and hosting travelers from all over the globe. To reinforce this identity, Airbnb\u2019s magazine, \u201cPineapple,\u201d features stories from San Francisco to London told by Airbnb hosts. Since travelers often return to the same hosts over and over again, the goal is to keep hosts engaged so that travelers can build long-term relationships with them and with the Airbnb brand.<\/p>\n Uber:<\/strong> Being an Uber driver is like being part of your own world. To keep drivers connected, Uber created a magazine, \u201cMomentum,\u201d just for its drivers. Topics range from stories from the field to tips on how to keep your back from hurting when constantly on the go. The goal is to build a broad base of connected, brand-engaged drivers that drives the mission forward.<\/p>\n So why invest in a custom magazine? It is not to make money through advertising or subscriptions. It is to enhance customer engagement and enhance and solidify your brand in a way that creates long-term profitability.<\/p>\n Want to build a community around your brand? A custom magazine might be just what you need.<\/p>\n","protected":false},"excerpt":{"rendered":" When you think about adding new channels to engage with your customers, starting a custom magazine is probably not high on the list. It may never have crossed your mind. But it might be something you want to consider. \u00a0The use of custom magazines as a customer engagement tool is growing. \u201cHold up!\u201d you might […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[18],"tags":[20,21],"class_list":["post-4421","post","type-post","status-publish","format-standard","hentry","category-blog","tag-marketing","tag-print-production"],"_links":{"self":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts\/4421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4421"}],"version-history":[{"count":0,"href":"http:\/\/34.94.80.94\/index.php?rest_route=\/wp\/v2\/posts\/4421\/revisions"}],"wp:attachment":[{"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4421"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/34.94.80.94\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}