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Net-a-porter campaign to launch Porter print magazine

By Elizabeth Bacon

Screen Shot 2014-11-19 at 11.10.50 AM

https://www.net-a-porter.com

Overview:

Net-a-Porter, an online designer fashion hub, wants to produce a bi-monthly magazine, named Porter, with 400,000 copies of each edition made available across 60 countries. This caters to the wide targeted audience of fashionable, savy women all around the world.

The new and improved twist is that it has “shoppable” pages. It enables Net-A-Porter to connect magazine readers to its ecommerce store, as all of the pages can be scanned using the retailer’s mobile app.

What is so unique about this particular brand and campaign? Porter is unique in that it’s a brand new magazine that was designed and created with digital as one of its core features. Some previous cases studies have seen the patterns of failed companies adding a digital layer to existing magazine brands.

The unique ability to shop the magazine is only one part of the magazine’s reason for being. It also gives Net-A-Porter a new and relevant way to communicate with its audience, as the company’s own research shows that its users still buy print magazines.

Vice president says, “the aim is to inspire the consumer from the very beginning of her journey — and follow her all the way to the end… This is a new model for publishing, a blend of the old and the new, and the shopability really inspires me.”

Social Media: 

Facebook page: It doesn’t have any obvious info of the launch of this new print campaign. This should be improved with the profile picture link or cover photos. https://www.facebook.com/netaporter

Instagram: There is two separate accounts, one for Net-A-Porter as a whole (1.1 MILLION FOLLOWERS!!) and then the Porter Magazine (198 thousand followers). They need to make sure that both accounts highlight each other!

Online presence: already 30 percent of Net-a-porter’s sales come from mobile smartphones, which I think is good results!

How it works?

You shop and scan. Every single editorial page within the magazine contains some sort of digital content, which is an indication of the amount of planning and coordination that goes into each issue. And it will feature APP technology to make it shippable.

How to improve:

I read a review that concluded that only one of the 282 pages in Porter actually tells readers how to use the scanner, with no further calls-to-action throughout the magazine. Maybe Porter’s creative team didn’t want to fill the pages with large ‘Scan This!’ logos, but it means that many people will be left unaware of the additional digital content that lies within.

Conclusion:

The digital elements also work seamlessly with the on-page content and provide a decent enough user experience.

Net-A-Porter does content marketing very well! They are good about knowing their customer. Yeoman’s can draw on the findings of Net a Porter’s 7,000 strong customer panel, each of which keeps a detailed diary. Also, they discovered that if a pure online player is prepared to invest in print, then print remains a significant channel for luxury brands.

In conclusion, Natalie Massenet says it best, “We think it’s a continuation of our service,” she said of the forthcoming magazine. “It will be entirely shoppable, ads will be shoppable — we’re going to try and create something completely new there.”

“I know it sounds crazy,” Ms. Massenet said. “It’s not for the fainthearted, but we’re a multimedia company, and in the same way that you have to have a Facebook page and an Instagram account and be on mobile and have a website, you also need to be in print.”

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Case Study #1 By Elizabeth Bacon

daily-south-banner

Name of the Business:

Southern Living, specifically “The Daily South” Blog –http://thedailysouth.southernliving.com

Slogan- “Your hub for Southern Culture”

Southern Living is a widely read lifestyle magazine. The website hosts several publications such as Health, Coastal Living, and Real Simple, etc.

Audience:

Their target audience in the Southern United states region who are interested in recipes, house plans, interior decorating, gardens, traveling, and all things southern culture related. The most targeted age group is typically home owners and families.

This blog does a fantastic job engaging this audience while giving variety of content to keep them coming back for new, relevant information.

Fun fact: the headquarters for Southern Living is here in Birmingham, AL.

Content of the Blog:

The content of the blog is mostly written information with an appropriate amount of eye-catching pictures. The photography seems to be unique and original, not stock photos. Sometimes there are videos and recipes. The Daily South does a great job linking to others websites or info they are highlighting without taking you away from their blog (it opens in a new tab).

At the end of each post, they have a “You May Also Like” posts that display 3 other blog posts that are related. The is great tool to keep the readers looking around their site.

They also have social media plug ins at the bottom of each post, which makes it easy for the reader to share the article. This includes Facebook, twitter, Pinterest, and email.

The blog is easy to navigate. On the right there is 5 most popular posts. Also, to cater to more specific audience, there is a “Featured Blog” section which highlights general topics you might be interested in. This is similar to categories:

  1. The Grumpy Gardener
  2. From the Test Kitchen
  3. Dixie Chic
  4. Southern Snapshot
  5. Fashion & Beauty
  6. Biscuits & Jam
  7. Southern Weddings

How often the blog is updated:

The company consistently blogs every day, sometimes even more. For example on September 8th they blogged 3 times in one day!

Story Telling and Marketing:

The Daily South does a great job expressing their knowledge and passion for all things Southern by using both Content Marketing and brand storytelling. They are communicating with the customers and prospects without selling. They deliver information to the audience which makes them a better “southerner.” The content curation is spot on with relevant articles yet unique flavors.

For example, they use the Content Marketing to promote one of the publications “Southern Weddings.” The Southern Wedding blog section beautifully displays pictures and ideas, leaving the audience wanting more. The goal is to attract them to the magazine. At the top left of the blog there is an easy access for “call to action” by subscribing to the magazine!

With Brand Journalism, this blog uses a variety of subjects, different topics, different messages, that merge together to create dynamic, timely, interesting, relevant and coherent brand storytelling experience. It entices the audiences to the website with the blog posts.

Overall, The Daily South blog is used as a great tool to engage and inform the targeted audience, rather than just selling the magazine. It is the perfect example of creative and effective marketing.