Agency: Seven Squared | Authors: Kevin Sutherland |
Sainsbury's – How customer magazines are helping make Sainsbury's great again
INTRODUCTION
Over the course of the past thirty years, customer magazines have helped to build brands, strengthen customer relationships, drive direct response and generate incremental profits for the brands that choose to invest in them. And yet their contribution is often overlooked.
Most customer magazines are a marketing investment. They exist primarily to build, position and reposition brands, to sell product and to maintain and grow strong customer relationships. In this respect they have more in common with other forms of...