CUSTO FINAL

1. WHY CONTENT MARKETING BUILDS TRUST The Power of Customer Publishing Brussels March 2010

4. £904m spend 323,000 average circulation 33/100 circulation titles 45% of client work is cross media An overview of the UK market: 16% growth 92 launches 70% posted 20% income from 3 rd party advertising

6. Industries investing in Customer Publishing:

7. Growth in the future…

9. “ Long copy - and prolonged leisurely engagement - are often out of fashion in an advertising business which often confuses creativity with brevity. This would have driven David Ogilvy insane. Happily your industry is one of the last few pockets where this talent still flourishes: and it's a talent that somehow lends to brands a quality that nothing else can.” Rory Sutherland Vice-Chairman, Ogilvy Group UK Effectiveness - engagement is key:

12. Retail titles: Study Average Retail Average Tried a recipe Visited store/branch Bought a new product/used a new service Used a voucher Showed the magazine to a friend or relative Entered a competition Recommended the store to a friend Visited the website Enquired about a specific product/service Visited a department you would not usually shop in Carried out an idea Used a service you would not usually use Level of active response % Best performer

13. Finance titles: Study Average Financial sector average Called the company for more info Entered a competition Enquired about a specific product/service Visited a website Visited a store/branch Bought a new product/used new service Added to an existing product owned Used a voucher Responded to an offer Level of active response % Base: Magazine sample (915)

14. Automotive titles: Study Average Automotive sector average Discussed with friend/colleague Visited store/branch Visited the website Enquired about a specific product/service Called/visited dealership Given copy to interested friend Called the company for more info Bought a new product/used new service Entered a competition Requested a test drive Bought a winter service Requested a brochure Responded to offer Used a voucher Contacted the featured insurance company Level of active response % Base: Magazine sample (1529)

19. “ Companies should be looking to engage with their core customer audiences through whichever channels are relevant to those customer’s lives . Branded editorial content allows for good targeting and can provide a quality environment for messaging that is less commercial and more trusted than advertising ” Martin Hayward, Director of strategy and consumer futures, dunnhumby

28. asos.com magazine – the brief redefined Awareness Loyalty and Frequency Driving traffic/sales/ conversion Reactivation Awareness Loyalty and Frequency Loyalty and Frequency Reactivation Awareness Driving traffic/ sales/ conversion Lapsed/ Dormant New Active

34. “ Editorialised content is now a hygiene factor in the building of relationships between brands and consumers. However the brands that get it right are the ones that truly connect brand values and the brand promise to the very real needs of their customers. Editorialised content is absolutely key to continually refining and honing the relationship and is a very real demonstration that brands are listening. ” Chris Ward Managing Partner Partners Andrews Aldridge