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Devon food magazine develops a taste for internet marketing
Added: (Thu Oct 02 2008)
Torquay-based publishing company, Buzz Publications, is using a ‘hat-trick’ of internet marketing tools to ensure it maximises the potential of the web.
Alan Enright, Editor of Taste Buds, the company’s flagship magazine, takes up the story: “Taste Buds had an old website which wasn’t flexible or suited to the needs of a modern publisher. Because the catering industry is very fast-moving, hard copy publications can be out of date before they go to print. It is essential therefore, to have a strong web presence which can be updated as industry changes occur. Daniel Plowright of IRUN Bath recommended a new website using IRUN’s WebBuildPRO platform.”
Using the WebBuildPRO platform, Alan is able to update the information on the Taste Buds website quickly and easily, keeping it up-to-date in between publications. He has found the online system easy and intuitive to use. He commented, “You don’t even need any knowledge of computers.”
Alan continues: “As a publisher of free magazines, Buzz Publications is dependent on advertising income. Organising and maintaining our contact list was a cumbersome process. The lists of advertisers and subscribers were held in Excel spreadsheets or on handwritten lists. All communications with advertisers were carried out either by phone or by travelling to make a personal visit - a time-consuming process, with some of advertisers being difficult to contact. To resolve this problem I have subscribed to IRUN’s InTouch Customer Relationship Management system.”
Daniel Plowright comments: “We transferred Buzz Publications’ data to the InTouch system so all their contacts are now held in separate databases and can be emailed at the touch of a few keys. This way of organising Alan’s data and communication has meant he has been able to reduce substantially the number of phone calls and time spent travelling to see his advertisers. As new contacts are made, the data can be added quickly and easily. He can record and easily access information, such as individual’s advertising spend and bookings information.”
Daniel continues: “Alan also uses the IRUN Digital Media online brochure facility. This use of technology means an easily updated version of Taste Buds can always be viewed via the website. Links to the digital magazine can be sent by email to prospective advertisers. There is a lot of competition in the area for advertising revenue, and as some competitors were using digital media, Taste Buds couldn’t afford to be left behind.”
Alan comments: “The reaction from the advertisers to the digital version of Taste Buds has been very positive. With around 200 hits on the website each day, the digital magazine has considerably increased the advertisers’ exposure. The facility to hyperlink through to advertisers’ websites, bring additional benefits not possible with traditional hard copy advertising.”
Alan concludes: “We have now definitely developed a taste for internet marketing. Although I am passionate about personal service, I see the development of the website, InTouch system, and digital magazine as complimenting and supporting our more traditional publishing methods.”
Taste Buds, which was established in 2004, is an informative guide to food, drink, and dining out in South Devon. The magazine is produced 5 times a year, which includes a special Christmas edition, and is delivered free to businesses in the South Devon area.
Set up three years ago, IRUN uses its business and marketing expertise to help clients understand what their internet marketing investment can do for their organisation and delivers solutions to achieve it. IRUN is rapidly expanding in the UK bringing a fresh approach and a portfolio of products and services to help businesses large and small run more efficiently.