Prototype design and layouts for In the Mix, a magazine emphasising the creativity, innovation and effectiveness of live and experiential marketing for the global events company.
George P Johnson – In the Mix customer magazine
George P Johnson (GPJ) was looking for a way to communicate more effectively with its existing and potential customers on a more intimate level, while at the same time raising the profile of the events industry as a key element of the marketing mix. Rather than simply designing a brochure, Design and Print Centre’s Ian Whiteling and Pete Roythorne came up with the concept of a high-quality magazine, beautifully showcasing the global events company’s stunning live and experiential marketing work, while emphasising the positive marketing impact it had on GPJ’s clients’ businesses.
Targeted customer magazines and brochures like this are one of the fastest growing elements of marketing today, as rather than simply shouting sales messages, they provide existing and potential customers with engaging and useful information, raising the profile and increasing the kudos of the company concerned. They are also a cost effective and highly flexible form of marketing. Not only can they be mailed out to a target audience, but they can also be used as inserts in relevant trade and consumer magazines, or handed out at sales conferences and presentations. They also generally cost less than an advertising campaign.
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