Distribution - innovatively thought through
Using the examples of corporate trailers* and customer magazines, we had a lot of fun exploring the distribution options. The brand-new solution: the Wilmaa aggregation and distribution platform.
Distribution is one of the biggest challenges facing effective corporate publishing today. It needs to be innovative, creative and dramaturgically optimized, both in print and online. Innovation, creation, dramaturgy - these three terms are used here for the distribution of two forms of corporate publishing, the corporate trailer (film, online) and the customer magazine (print) in the B2C sector. Imagine a corporate trailer and the corresponding customer magazine of an innovative Guetsli manufacturer that is dedicated to exquisite indulgence and is seriously committed to a conscious lifestyle and environmentally friendly production.
Innovation in distribution
Basically, there are no patent remedies for innovative distribution in customer publishing - as with content, it is important to define your own path that is right for the geographical culture, the industry and branding culture of the publisher as well as that of the addressees. Our model case in print: The manufacturer does not yet have a customer database. The new Genuss & Guetsli magazine is therefore distributed at "neuralgic points": The magazine is available where people stop for a break and drink coffee. Co-branding with a coffee brand: In their own coffee bars in stores (coffee corners for customers), companies (staff cafeterias) and theaters (break buffets), the magazine is available for the consciously enjoyed sweetness and coffee culture as well as the associated lifestyle. And on the "coffee break" time island, you can of course also try the captivatingly delicious Guetsli, which are available in retail outlets. This distribution of the magazine at the place where the coffee is drunk is also an opportune moment, as explained below with regard to the dramaturgy of the distribution.
To whet the appetite
As for the corporate trailer, this modern instrument of the moving image, it is the first moment that whets the appetite for more background information on the product and the associated lifestyle. The corporate trailer conveys in a concise, emotional and intelligent way what it is all about, namely exquisite indulgence, a chic environment, health, environmentally friendly production - and a magazine that provides a sustainable introduction to this world. However, we are facing a distribution problem with this attractive and meaningful corporate trailer medium. Rita Kovacs, Managing Director of the Swissfilm Association, makes the following distribution considerations: "I would make this B2C corporate trailer available to intermediaries, i.e. those who make up the retailer's environment. Accordingly, you look for topic-specific websites, for example health websites - so you should aim for content-related collaborations. I would also use the corporate trailer specifically for the benefit of sales staff in the retail trade, for example in staff training. And of course I would also use this short film for my own website - this personal use is sometimes forgotten! I would also use the corporate trailer for targeted media work, informing editors bilaterally and in a targeted manner, documenting."
Innovation www.wilmaa.com
For the direct B2C approach, a new option has been available for a few months now to prevent the corporate trailer from disappearing into the "black hole" of the Internet and to bring it to the man and woman in a targeted manner on Internet television: Wilmaa (www.wilmaa.com), the "television set" of the Internet. It is the platform on the Internet where the viewers and consumers are already there. www.wilmaa.com already has 250,000 subscribers in German-speaking Switzerland. And the number is growing every day. Our corporate trailer is now either presented to the early adopters of www.wilmaa.com, who correspond to the Guetsli manufacturer's target group, at launch or on the Wilmaa zero channel. A third option will soon be the presentation of the corporate trailer - as well as the in-depth film documentation - in our own www.wilmaa.com-Genusskanal. The order mechanism for the print magazine is initiated using the "Click & Mail" bubble system, which does not distract the user from watching television and allows them to select something conveniently.
Creation of distribution
Print: The Customer Magazine can be taken from specially designed dispensers in the coffee bars. The Guetsli brand is immediately recognizable and the dispensers are also made of materials that are appealing to the environmentally conscious consumer. The coffee-drinking guest also immediately recognizes that they can take the booklet with them free of charge and then become a subscriber. They are happy to embrace this world, this storytelling of conscious indulgence - because it fits their individualistic lifestyle to a tee.
Corporate trailer: Here too, distribution can only be qualified as creative where it goes hand in hand with creative content. With its speech bubble principle, Wilmaa makes possible what is sought in communication: dialog. The user remains unbothered by these simple, quick options and, apart from ordering the magazine (he will read an e-mail about this later), clicks on competition responses: What should the latest product from the Guetsli manufacturer be called? Which sweetness content do they like, which is too much for them? The consumer influences the creation of the product.
Dramaturgy of distribution
There is the simple dramaturgy of the time sequence. Applied to cross-media interaction: the corporate trailer as an emotional "teaser" and first teaser in terms of content comes at the beginning. In the B2C sector, this can ensure www.wilmaa.com in a new and dialog-enabling way, for example as a short film when the device is switched on or in the zero channel. When presented as "cinema advertising", for example, this dialog option is not available. Number two in the time sequence: The interested consumer receives the magazine, which is published in a deliberately limited edition and only twice a year, in the warm and cold seasons. Number three in the time sequence: the film documentary on the Wilmaa enjoyment channel.
The situational dramaturgy: As mentioned above, it is not only about the right (neuralgic) location, but also about the situation of the potential reader. The coffee bar or the situation of drinking coffee is the right place to familiarize oneself with the background of the Guetsli product, this sweet and sustainable lifestyle. You become and are part of the new sustainable indulgence community of the innovative Guetsli manufacturer.
Finally, one more principle should be mentioned. Dramaturgically, a simple principle applies: a tool must be the flagship in the cross-media mix, for the branding of the company, for the competence. Depending on the industry and target group orientation, print, coupled with the emotional "sucker" of the corporate trailer, is still a very promising way to achieve this. For our Guetsli manufacturer in any case.
Viviane Egli and Thomas Gabathuler
*Definition of corporate trailer: The term "corporate trailer" mentioned here for the first time refers to a journalistically prepared short film of approx. one minute. In the 2009 Factbook of the Forum Corporate Publishing, a separate article ("The fascination of corporate publishing") is dedicated to this new publishing instrument. See also www.primafila-cp.ch.
Innovation in distribution
Basically, there are no patent remedies for innovative distribution in customer publishing - as with content, it is important to define your own path that is right for the geographical culture, the industry and branding culture of the publisher as well as that of the addressees. Our model case in print: The manufacturer does not yet have a customer database. The new Genuss & Guetsli magazine is therefore distributed at "neuralgic points": The magazine is available where people stop for a break and drink coffee. Co-branding with a coffee brand: In their own coffee bars in stores (coffee corners for customers), companies (staff cafeterias) and theaters (break buffets), the magazine is available for the consciously enjoyed sweetness and coffee culture as well as the associated lifestyle. And on the "coffee break" time island, you can of course also try the captivatingly delicious Guetsli, which are available in retail outlets. This distribution of the magazine at the place where the coffee is drunk is also an opportune moment, as explained below with regard to the dramaturgy of the distribution.
To whet the appetite
As for the corporate trailer, this modern instrument of the moving image, it is the first moment that whets the appetite for more background information on the product and the associated lifestyle. The corporate trailer conveys in a concise, emotional and intelligent way what it is all about, namely exquisite indulgence, a chic environment, health, environmentally friendly production - and a magazine that provides a sustainable introduction to this world. However, we are facing a distribution problem with this attractive and meaningful corporate trailer medium. Rita Kovacs, Managing Director of the Swissfilm Association, makes the following distribution considerations: "I would make this B2C corporate trailer available to intermediaries, i.e. those who make up the retailer's environment. Accordingly, you look for topic-specific websites, for example health websites - so you should aim for content-related collaborations. I would also use the corporate trailer specifically for the benefit of sales staff in the retail trade, for example in staff training. And of course I would also use this short film for my own website - this personal use is sometimes forgotten! I would also use the corporate trailer for targeted media work, informing editors bilaterally and in a targeted manner, documenting."
Innovation www.wilmaa.com
For the direct B2C approach, a new option has been available for a few months now to prevent the corporate trailer from disappearing into the "black hole" of the Internet and to bring it to the man and woman in a targeted manner on Internet television: Wilmaa (www.wilmaa.com), the "television set" of the Internet. It is the platform on the Internet where the viewers and consumers are already there. www.wilmaa.com already has 250,000 subscribers in German-speaking Switzerland. And the number is growing every day. Our corporate trailer is now either presented to the early adopters of www.wilmaa.com, who correspond to the Guetsli manufacturer's target group, at launch or on the Wilmaa zero channel. A third option will soon be the presentation of the corporate trailer - as well as the in-depth film documentation - in our own www.wilmaa.com-Genusskanal. The order mechanism for the print magazine is initiated using the "Click & Mail" bubble system, which does not distract the user from watching television and allows them to select something conveniently.
Creation of distribution
Print: The Customer Magazine can be taken from specially designed dispensers in the coffee bars. The Guetsli brand is immediately recognizable and the dispensers are also made of materials that are appealing to the environmentally conscious consumer. The coffee-drinking guest also immediately recognizes that they can take the booklet with them free of charge and then become a subscriber. They are happy to embrace this world, this storytelling of conscious indulgence - because it fits their individualistic lifestyle to a tee.
Corporate trailer: Here too, distribution can only be qualified as creative where it goes hand in hand with creative content. With its speech bubble principle, Wilmaa makes possible what is sought in communication: dialog. The user remains unbothered by these simple, quick options and, apart from ordering the magazine (he will read an e-mail about this later), clicks on competition responses: What should the latest product from the Guetsli manufacturer be called? Which sweetness content do they like, which is too much for them? The consumer influences the creation of the product.
Dramaturgy of distribution
There is the simple dramaturgy of the time sequence. Applied to cross-media interaction: the corporate trailer as an emotional "teaser" and first teaser in terms of content comes at the beginning. In the B2C sector, this can ensure www.wilmaa.com in a new and dialog-enabling way, for example as a short film when the device is switched on or in the zero channel. When presented as "cinema advertising", for example, this dialog option is not available. Number two in the time sequence: The interested consumer receives the magazine, which is published in a deliberately limited edition and only twice a year, in the warm and cold seasons. Number three in the time sequence: the film documentary on the Wilmaa enjoyment channel.
The situational dramaturgy: As mentioned above, it is not only about the right (neuralgic) location, but also about the situation of the potential reader. The coffee bar or the situation of drinking coffee is the right place to familiarize oneself with the background of the Guetsli product, this sweet and sustainable lifestyle. You become and are part of the new sustainable indulgence community of the innovative Guetsli manufacturer.
Finally, one more principle should be mentioned. Dramaturgically, a simple principle applies: a tool must be the flagship in the cross-media mix, for the branding of the company, for the competence. Depending on the industry and target group orientation, print, coupled with the emotional "sucker" of the corporate trailer, is still a very promising way to achieve this. For our Guetsli manufacturer in any case.
Viviane Egli and Thomas Gabathuler
*Definition of corporate trailer: The term "corporate trailer" mentioned here for the first time refers to a journalistically prepared short film of approx. one minute. In the 2009 Factbook of the Forum Corporate Publishing, a separate article ("The fascination of corporate publishing") is dedicated to this new publishing instrument. See also www.primafila-cp.ch.
Information:
Primafila AG, Viviane Egli,
E-mail: [email protected]
Solutionpark AG, Thomas Gabathuler,
E-mail: [email protected]
