For retailers and companies looking to build deeper connections with consumers or cast a wider net for audience engagement, launching a print magazine is a bourgeoning trend. Online vacation rental company Airbnb, luggage retailer Away, dating app Bumble and golf equipment and apparel brand Callaway have all recently embarked on this journey with the launch of print titles tied to their respective industries in order to market their brands on a new platform. Joe Pulizzi, founder of the Content Marketing Institute and the Orange Effect Foundation, says that this engagement strategy has been successful for retailers for a couple of reasons, one being because the marketing focus for many companies right now continues to be digital, and therefore there is “scarcity of competition” in the print space.
The ACMA is excited to cosponsor the upcoming webinar, Rethinking Catalogs: New Technology, New Processes, New Economics, to be held on August 10th at 1:00 pm Eastern Time. Lands’ End Creative Director Daniel Hetzer and Inkjet Insight Founding Partner Elizabeth Gooding will discuss how catalog creative and production processes are adapting to new customer attitudes, technical capabilities and economic realities.
•How shifting customer attitudes are affecting retail buying patterns
•Objective approaches to measuring catalog and direct mail effectiveness
•The impact of Covid-19 on cataloging
•Trends toward personalization and customization that predate the pandemic and those that can be used effectively and efficiently
•Consideration of new strategies for when to print, what to print and how to print
Register at: https://us02web.zoom.us/webinar/register/WN_6eXQly3hTnmwD8mamsUJhg