Custom Publishing

In today’s media-savvy society, many traditional marketing methods are met with growing skepticism. In contrast, a quality custom publication captivates the attention of a reader who might otherwise turn away from conventional marketing and advertising. The creates a unique opportunity to educate readers about an organization, or to soft-sell products and/or services.

Because of this, custom publishing is now the fastest-growing marketing channel. Many companies are now spending less on more traditional marketing vehicles such as television, radio and print advertising, and moving marketing dollars into custom publications.

Custom Publishing Works

For marketing experts who outsource, custom publishers are their top choice, up 35% from 23% in 2006, according to the Custom Publishing Council. Custom publications provide authentic, targeted messages to an already captivated audience.

  • Generates customer loyalty. 88% of marketing directors who’ve used a custom publication say it is effective at generating customer loyalty.
  • Preferred information source. 85% of all consumers said they would rather get information through an interesting collection of articles than through an ad.

Best Way to Create Loyal Customers

Successful marketing is designed to create and retain loyal customers.

  • Preferred sales approach. 80% of consumers say that they don’t mind being sold to as long as the company provides them with interesting information.
  • Facilitates better purchasing decisions. 60% say companies that provide information about products and services in magazines help readers make better purchasing decisions. A majority say they are likely to buy from the same company that provides them with a custom publication.
  • Enhances company image. 80% say custom pubs show that a sponsoring company believes in its products and services. Publications can also create celebrity status and increase likeability of key company personnel.
  • Strengthens client relationships. Over 60% say custom publications make them feel closer to a sponsoring company by telling them more about the company and by demonstrating concern about its customers.
  • Encourages customers to spread the word. More than 70% report telling a friend or colleague about something they read or saw in a custom publication.

Above information is based on a survey conducted by Roper Public Affairs for the Custom Publishing Council

Lumin Client Success Story

In 2003, Zions Bank selected Lumin to create an 84-page glossy magazine for its customers. The magazine features local people and places, recipes, tips on health, finance and technology.

Community Magazine has been an extremely successful pillar in Zions’ marketing efforts, particularly to help create a smaller, community-bank feel to one of the largest banks in the Utah/Idaho region. Here are several examples:

  • “I always read more than I intend to.” After receiving an issue of Community magazine, a reader said, “I always pick up Community and read far more than I intend to. From the CEO’s column, I get an idea of why your bank is very unusual. Bravo, and thanks for considering me a member of the Zions ‘Community.’”
  • Increased participation. After an article in Community Magazine highlighted an upcoming women’s financial conference, Zions Bank received more than 150 additional registrations. The magazine allowed Zions Bank to better educate customers. The end result created a greater response than with conventional advertising.
  • Celebrity status. While attending a local Shakespearean Festival, Rob Brough, a Senior VP for Zions Bank, was approached by two customers who complimented him on the magazine, Because of Rob’s regular editor’s notes in the magazine, they recognized him, but also felt that this high-level executive was approachable.