Since 2011, bandv have joined forces with leading international stairlift company Stannah Stairlifts, to produce a dedicated magazine, aimed at Stannah stairlift owners throughout the UK.
Our objective was to research, write, design and distribute a free, bi-annual magazine that would encourage Stannah brand advocacy by engaging its readers, making them feel valued members of the Stannah family, and generating positive feedback, including insight on mobility concerns and how to improve products and services.
To meet this objective, we came up with StannahTalk, a free and friendly read that the target audience can read whilst enjoying a cup of tea – chatty and informative with a friendly, supportive tone.
Each issue involves a detailed research process, copywriting, design, production, distribution and endless administration to manage an ever-changing database of customers.
Each issue of StannahTalk follows the same format and includes a warm welcome page from key Stannah personnel, readers’ letters and puzzle pages as well as a variety of interesting features. We encourage readers to engage by asking them to draw on and share their own experiences with a chance to win some great prizes for their letters.
bandv distribute a physical, printed copy of StannahTalk via surface mail, but we also create an online page-turner version which we promote through digital channels, social media and blogs. This makes StannahTalk a prime example of how traditional outbound marketing can be further promoted through the digital medium of inbound marketing.
Six years in and StannahTalk is thriving. Its readers enjoy a twice-yearly free read that keeps them informed, involved and entertained. In return, these readers have become true brand assets, advocating on Stannah’s behalf in their thousands. Marketing mission accomplished!
StannahTalk is on target – achieving exactly what’s required of it, and we’ve even got the stats to back this up! Our response rate recently rose by 80% in the space of just a few issues.
Here’s what Stannah Stairlifts’ Marketing Manager, Fiona Neil, has to say about working with bandv on StannahTalk:
“bandv is a great creative partner for us on StannahTalk and make the whole process of producing a quality customer magazine that is welcomed by our clients a really easy, enjoyable process
They understand what interests our customers and we are happy for them to take the lead on this project, knowing they will deliver first class output."