The Dos & Don’ts of Custom Publishing

Soloflight started as a custom publications firm and we still produce quite a few of these magazines for our customers. So why should you consider one? Cost is one key motivator.

Emily Curtin, director of loyalty programs for Sandals and Beaches Resorts, says it’s much more cost effective to keep an existing customer than it is to go out and find a new customer. She views custom publications as a great way to go above and beyond to build the brand and drive sales.

Custom publications also have a high perceived value with customers as well. A study conducted by Roper Public Affairs found that 85% of all consumers said that they would rather get information through an interesting collection of articles than through an ad. And 75% feel that custom publications show a company’s interest in building good relationships with them.

But before you commit to a custom publication, it’s important to know the dos and don’ts, as recommended by the Custom Publishing Council:

  • Do measure ROI. Understand the metrics for success at the start of the project.
  • Do remember that content is king. Creativity is not only rewarded, it’s rewarding. Figure out what differentiates you from the competition and put it out there.
  • Do identify the target. Conduct research to understand what information the audience wants.
  • Do put the content to work. Much of the work that goes into developing content can do double duty in other parts of the program—trade shows, trade magazines, sales literature, websites, etc.
  • Don’t blow the deadline. Custom works when it’s frequent and consistent. Creating a custom publication is a promise to your customers. If you can’t keep to your communication schedule, what does that say about your brand?
  • Don’t assume it’s all about print. It’s all about creating dialogue and content that specifically targets your preferred/high-value audience or market segment. Custom content vehicles can also include custom events, e-newsletters, websites and interactive CDs.
  • Don’t miss an opportunity. This is all about building customer relationships. Involve your customers in some positive action, which occurs as a direct result of reading your magazine.
  • Don’t change direction midstream. This is the surest way to blow the budget and the schedule. Have a plan and stick to it.
  • Don’t take the short view. Don’t start a custom magazine or other initiative unless you are committed to it for the long term.
Renee Solomon | Principal & Chief Creative Officer | Soloflight Design
Written by soloflight in: Custom Content |

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