Strategic Uses of Branded Magazines

When you hear the term “branded magazines,” your first thought is probably of print magazines that are customized with an organization’s name and sent out to a mailing list. That’s a pretty accurate assessment—but it isn’t a complete picture.

We’ve pointed out how print is a powerful medium that lets companies keep their messaging from getting drowned in the fast-moving river of digital content. Because digital content is free (or nearly free) to create and distribute, everyone’s doing it. But how much of that content actually gets noticed? If you think about how quickly you yourself hit the delete key whenever an advertisement lands in your own inbox, you’ll realize that everyone else is doing the same thing. We’re inundated with digital content these days and barely notice most of it—and that’s why print media can stand out.

But when some bit of digital content does catch your eye, how much of an impression does it make on you? Thanks to haptics, print media has a huge leg up on digital media in this regard: the act of physically handling the content vehicle (a printed magazine) increases the reader’s engagement with it and ability to retain the messaging.

Clearly, getting print magazines into the hands of clients and prospects is a great way for your company to connect with those audiences. A printed piece that arrives in the mail can have a powerful impact!

But don’t rely solely on the mail to get the job done. Remember, businesses are built on relationships—and successful companies work constantly at creating and strengthening relationships with their clients, prospects, and other target audiences. And one of the most effective tools for working on a relationship is direct, person-to-person contact.

No doubt you already know the impact of an in-person visit—with a handshake, eye contact, and time spent together in the same space. Now imagine making that visit with branded magazines in hand.

We’ve long suggested using branded magazines as marketing tools for in-person sales calls. At a professional conference last fall, we met with a client who does just that. One of the tools her organization’s sales team highlights in its market engagement is its branded version of our bimonthly hard-copy magazine HR Insights.

The sales team loves the magazine because it gives them a reason to visit their clients. Hand delivering the latest issue gets them in the door and having a conversation. In-person visits are a time-tested method for maintaining business relationships—and one that especially stands out in an era of mass communications.

Companies also know that in order to maintain their business relationships, they must continue to add value beyond the staffing they provide. Sometimes, this takes the form of positioning themselves as innovators, sharing information about industry-specific trends, or informing clients about relevant legislative updates, for example. Sending this information to clients through the mail in a branded magazine already distinguishes those companies from those that rely exclusively on digital mass mailings. Delivering that information in person sets that apart from the competition even more.

Would you like to learn more about how your organization can leverage branded magazines as outreach tools by incorporating them into in-person visits? Mamu Media can help you develop effective strategies for this. Contact us to find out how!