Is Your Customer Front and Center? TransPromo, a Precision Marketing Strategy Helps GAM Drive Relevant Communications

Many have read about our recent Graphic Arts Monthly (GAM) in some pretty cool places like Business Week, Bloomberg, and Media Bistro to name a few. Yet I would like to share with you my view of the project.   The story is not about the 25 combinations of imagery, messaging, or headlines that we printed for 4000 subscribers which opted into the pilot, it’s not about GMC Print Net or our analytics team, or even about our flagship IP5000.  It’s not even about the dying magazine industry or the fact we included 100% personalization and included purls in the advertising.

The real story is the innovation and thought leadership which is occurring over at GAM.   The real story is how GAM put their readers and their interest front and center. Using the lens of the customer to determine the relevant article headlines, cover imagery, and messaging.   Brilliantly and seamlessly making the subscriber the content editor and the magazine itself the deliver channel.

The GAM story is about acknowledging in  today’s climate, the customer is the center of every business decision. GAM knows readers may have many options in today’s world of information overload.  GAM refused to continue like many other magazines with a blind eye to dropping ad revenue and subscriber rates that is plaguing the industry.  But instead, leveraged technology, surveys for insight, made content decisions based on data, delivered back to the customer relevant content and are now measuring their success.

(Hey I think putting the customer’s name into ads in the magazine itself was pretty smart too!)

Nicely done