Printing companies helping brands deliver results

The global energy drink Red Bull has been causing waves in the advertising world by choosing a more unconventional media channel to reach its growing customer base! Forget sponsorships, product placement and television advertising, the latest trend is self-publishing.

The printed magazine, Red Bulletin, is a monthly publication produced from the company’s editorial offices in Europe. Printing companies distribute the magazine to 3.1 million readers all over the world. Articles are varied and include topics like sports, culture and music – content that resonates with the target market of the brand.

“If you spend time around experts in the world of content marketing and brand publishing, you’ll soon hear someone invoking the example of Red Bulletin. Why? Because if content marketing is about giving consumers something valuable – something that perhaps only laterally connects to the brand product itself – in order to get something valuable in return (awareness, affinity, sales), then Red Bull does that very well indeed.”

Think it’s only happening overseas? A good example of a printed lifestyle publication in Australia is created by the home organisation retailer ‘Howards Storage World’, who for the past couple of years has produced a quarterly seasonal lifestyle magazine called inPlace. Linking printed lifestyle content to its blog and online shop, this quarterly magazine is a softer sell advertising medium that gets great results.

At The Printing Company, our message to brands is... is there a better way to engage your customers using a printed publication? Contact us on 1300 883 470 and we’ll be happy to help you.