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Content Marketing
Robin LagrouSenior Research Consultant at InSites Consulting
My favourite album: ‘White Ladder’ – David Gray
What about your magazine?
Who still believes in the power
of magazines?
is communication so important ?
COMMUNICATION IS
THE START OF A CONVERSATION.
BRANDBRANDBRAND
COMMUNICATION
CONVERSATIONS
CONSUMERS
We believe in brands,
activation & conversations
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?
It is not all online these days!
94% of the conversations happen
in an offline context
What is the driver of the succes behind the Catholic Church?
They have a damngood magazine ☺
What should readersbe saying after they’veseen my magazine?
Let’s focus on some ofthe results!
4 out of 10 readers have
conversations after reading
the magazine
When discussing on the brand or
the magazine the tone of voice is
very positive
70% is triggered to
visit your website
63% feels more involved
to your brand
77% thinks your magazine makes
your brand trustworthy
Only 1 out of 4 readers throw
the magazines away
Almost 50% passes
the magazine on to
other people after
reading it
General evaluation
7.7 / 10
What about your magazine?
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?
Online Survey Recruitment of participants
Incentive motivation
3 Target Groups Content
Magazine evaluation
Employees
Want to know more?Want to know more?
Thank you! Robin Lagrou, Senior Research Consultant
http://be.linkedin.com/in/robinlagrou
+32 9 269 15 23 | +32 486 600 333
• 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
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