Content Marketing Trust

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And what about

BELGIUM ?

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Belgian casesPresented by CUSTO

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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

CUSTO The Belgian Federation of Customer Media professionals

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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

CUSTO The members

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Belgian cases

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If you know a magazine that…

perfectly reflects the brand image;

demonstrates the know-how of its employees;

became the cornerstone of an extensive loyalty programme;

and thus is a real TRUST builder;

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then you’ve read A.S.Magazine.

Inspiring travel articles & product information

150.000 copiesin-store distribution4 issues / year

interactive online version

+

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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 %

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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 %

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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 €)

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Conclusion

A.S.Adventure found its best clients and is talking to them.

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colora is a shop concept of Boss Paints, with almost 40 branches

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colora distinguishes itself from its competitors by the personal advice it gives on technical aspects and colors

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colora-magazine is distributed by the Belgian Post 3 times a year with a print run of 300 000 copies

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Main aim of the magazine is to inspire, help and incite people to (re)decorate their homes

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colora-magazine creates and maintains a strong relationship between brand and customers

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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 PosteIn association with De Post/La Poste

colora-magazine steps away from pure selling

In association with De Post/La PosteIn association with De Post/La Poste

colora-magazine steps away from pure selling

In association with De Post/La PosteIn association with De Post/La Poste

tries to make people dream and shows colora as someone who can make those dreams come true

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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

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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

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AND… it’s a very effective tool to boost sales

*turnover is confidential