Success thanks to market research
Corporate Publishing Qualitative market research in the target market is the basis for the success of a planned magazine.
Corporate publishing Qualitative market research in the target market is the basis for the success of a planned magazine Various market studies in Switzerland and Germany on the subject of corporate publishing show that a customer magazine contributes significantly to customer loyalty and the image transfer of companies. However, success depends on professional planning and implementation. And this in turn depends on other factors: Content, design, communication of information and its impact. A strong focus on the target groups, their needs and habits is a "must", as is the implementation of regular success analyses. Knowing what the reader wantsFor a customer magazine to be successful, you need to know what the reader wants. One of the most common mistakes made by publishers is to produce publications that are not sufficiently tailored to the target group. It is therefore advisable to carry out qualitative market research and in-depth analysis in advance. In addition, the content should be clearly structured and easy to understand. This is the only way to keep the reader engaged. This is a major challenge, especially with complex topics. Because the statements must not be distorted despite simplification. A customer magazine must therefore offer readers attractive added value and up-to-date, effective information. This increases customer loyalty and can even contribute to customer acquisition.
However, an image product not only conveys information, but also arouses emotions. It is therefore important to offer the reader the opportunity to get in touch with the publisher. In dialog with the target group, the publishing company can check the impact of its publication and respond immediately to any significant changes.
Focus on brand awarenessPublisher of the customer magazine "Saft&Kraft", which will be used as an example here, is Elektrizitätswerke des Kantons Zürich (EKZ). The starting point for the decision to launch its own customer magazine was the current changes in the Swiss electricity market.
As the EKZ also expects the market to be liberalized in the foreseeable future, its customers should be prepared for this. Customers also receive answers to current electricity questions. From the publisher's point of view, the main objectives are to raise awareness of the EKZ brand and to achieve a high level of reader and customer loyalty through regular publication.
The EKZ had the household structure of its supply area examined. The results were astonishing: the majority of the target group consists of households with people aged between 30 and 50, families or households with children. And the most astonishing thing: most decisions on electricity issues are made by women. The new customer magazine was based on these findings.
Tamedia's in-house market research department conducted a qualitative study with group interviews in German-speaking Switzerland using a pre-produced zero issue. "The aim of the survey was to gain insights into possible feedback on topics, structure, magazine name and format," reveals project manager Jürg Unterweger at Tamedia Production Services. The result confirms that the target group welcomes a customer magazine that contains objective information on the subject of electricity as well as tips for everyday life. The design and magazine name also had an influence on the positive reactions of those surveyed.
First and foremost, effective information from EKZ, but also the latest news from politics and business as well as technology and electronics are presented in an understandable and entertaining way, always with reference to the topic of electricity. Views contrary to those of EKZ are also discussed. In this way, credibility is conveyed and customers are informed objectively and comprehensively.
A light has gone onThe dialog with customers is very important to EKZ. Readers can express their opinions in letters to the editor or have their questions about electricity answered by an expert. However, the magazine probably achieved its greatest success with the offer for readers to apply for a new lighting concept in their own homes. The response rate shows that the magazine struck a chord with the target group.
The reactions to the various offers and response options as well as the many positive letters from readers about the content and design prove that the EKZ has hit the mark with its customer magazine. And that the intensive preparation phase with market research and analysis is ultimately paying off.
Cosette Schwarz is an employee of the corporate publishing agency Tamedia Production Services.
However, an image product not only conveys information, but also arouses emotions. It is therefore important to offer the reader the opportunity to get in touch with the publisher. In dialog with the target group, the publishing company can check the impact of its publication and respond immediately to any significant changes.
Focus on brand awarenessPublisher of the customer magazine "Saft&Kraft", which will be used as an example here, is Elektrizitätswerke des Kantons Zürich (EKZ). The starting point for the decision to launch its own customer magazine was the current changes in the Swiss electricity market.
As the EKZ also expects the market to be liberalized in the foreseeable future, its customers should be prepared for this. Customers also receive answers to current electricity questions. From the publisher's point of view, the main objectives are to raise awareness of the EKZ brand and to achieve a high level of reader and customer loyalty through regular publication.
The EKZ had the household structure of its supply area examined. The results were astonishing: the majority of the target group consists of households with people aged between 30 and 50, families or households with children. And the most astonishing thing: most decisions on electricity issues are made by women. The new customer magazine was based on these findings.
Tamedia's in-house market research department conducted a qualitative study with group interviews in German-speaking Switzerland using a pre-produced zero issue. "The aim of the survey was to gain insights into possible feedback on topics, structure, magazine name and format," reveals project manager Jürg Unterweger at Tamedia Production Services. The result confirms that the target group welcomes a customer magazine that contains objective information on the subject of electricity as well as tips for everyday life. The design and magazine name also had an influence on the positive reactions of those surveyed.
First and foremost, effective information from EKZ, but also the latest news from politics and business as well as technology and electronics are presented in an understandable and entertaining way, always with reference to the topic of electricity. Views contrary to those of EKZ are also discussed. In this way, credibility is conveyed and customers are informed objectively and comprehensively.
A light has gone onThe dialog with customers is very important to EKZ. Readers can express their opinions in letters to the editor or have their questions about electricity answered by an expert. However, the magazine probably achieved its greatest success with the offer for readers to apply for a new lighting concept in their own homes. The response rate shows that the magazine struck a chord with the target group.
The reactions to the various offers and response options as well as the many positive letters from readers about the content and design prove that the EKZ has hit the mark with its customer magazine. And that the intensive preparation phase with market research and analysis is ultimately paying off.
Cosette Schwarz is an employee of the corporate publishing agency Tamedia Production Services.
