Testemonials (II) Quelle: www.cp-wissen.de
Corporate Publishing mit Personality (s): How sharpen opinion leaders, experts and celebrities, the profile of a customer or employee magazine. What you have to look really Günther Netzer or Sabine Christiansen in a financial magazine for the retail bank? Why is a computer game publisher interviews with cultural historians, sociologists and educators? And why comment at all outside experts to internal business issues?
It's simple: because they know what they're talking about. They are opinion leaders, experts, or at least prominent. Your "use" not only provides new external know-how, which expanded the horizon of the reader, it also increases the value of a journalistic attention Embassy enormous. It makes visible brand values \u200b\u200bthat play normally only lower-level role, and sharpens the profile of a CP-publication. The company behind the publication is as honest, transparent and trustworthy. Their messages are perceived as useful and relevant.
experts never lie / Invisible brand values \u200b\u200bvisible: This was the claim of the makers of EA - The Magazine, a publication of Electronic Arts, the world's leading publisher of electronic entertainment software. Computer games appear at first glance not just the appearance that they were for scientific papers or fashion discourses the right property. In addition: The general (non-playing) public knows little about how important the games are taking as the main medium of the future. Therefore has decided Muehlhauser & moers two years ago, deliberately, not just product announcements and video game reviews, but "All about digital game culture" to address in the magazine. At the same time the magazine and its themes, the brand values and the importance of Electronic Arts to transport as a global player. And finally there was the audience - all of them decision makers from the media, politics and the education sector - which has more solid information instead of colored frippery interest.
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concept of a pure product performance was so quick off the table. Instead, the whole range of digital game culture was surprisingly new, but are also addressed provocative topics such as fashion or violence in computer games were not a taboo, but offered only a forum for experts. For transporting such a political, sociological and cultural issues relevant to the gaming scene unexpectedly, and uncharacteristically, on celebrity testimonials, opinion leaders and experts such as Klaus future Theweleit or Peter Wippermann and gets so intelligent social discourse with substance into the magazine.
awareness EA opened to a forum of opinion leaders to opinion leaders und kann damit neben den Faktoren "Unterhaltung" und "technische Innovation" auch Werte besetzen, die man einem Game-Produzenten nicht automatisch zuschreibt: gesellschaftliche Verantwortung, pädagogisches Feingefühl, anspruchsvolle Hochkultur. Es ist ein Magazin voller Opinion Leader für die Meinungsbildner in den Medien: Journalisten, Soziologen, Pädagogen, Politiker, Werber. So kamen Experten wie Bernd Graff, SZ-Redakteur und Dozent, oder Jürgen Fritz, Professor für Spiel- und Interaktionspädagogik an der Fachhochschule Köln, im EA-Magazin ebenso zu Wort wie Jaqueline Otten, Professorin für Trends und Öffentlichkeit an der Hochschule für Gestaltung und Kunst in Zürich (HGKZ), oder der New York's best-selling author and cultural historian Steven Johnson (Everything Bad Is Good for You ").
The effect: Attention to EA was significantly increased, the subjects were taken even by the classical arts pages, and already had EA with a simple gesture - the use of scene outside experts and opinion leaders - have made huge contributions for his credibility.
credibility is one of the most important factors why a magazine is accepted by the reader why an advertisement works and why a consumer harbors sympathy for a product. Normally readers think in rigid schemes: advertising is a lie, editing is truth. The statement "This is but in the newspaper, this I have yet read "is seen as irrefutable proof of the truth of the read. On the other hand, responding behavior of today's consumer traditional advertising messages over a lot. He has been simply been trying to sell too much, he simply has too many disappointments with products and brand experiences. This sharp dividing line between advertising / PR and
editorial is beginning to slowly dissolve. A huge opportunity for companies, as publisher and editor of the media, even with brand-distant subjects and discourses to support their own credibility and new to gain confidence towards the company. And this would be one of the largest Gifts that can make a customer a company: to trust him and his messages. Trust is any basis for any relationship.
core issues differently told: Even the business magazine dwm, a former publication of the Dresdner Bank has made with the use of celebrities and experts good experience. Here indeed was also the subject of money in focus, but primarily it was to give the readers information and approaches that go beyond pure financial interest. Dresdner Bank, which sees itself not only as a financial institution, but also as an analyst and contributor to political than ideas in social and cultural as a sponsor in Responsibility was seen to accompany their customers as in many areas of life.
The magazine utilized the opportunity, previously subordinate brand values \u200b\u200band brand issues more visible and to show that also includes aspects such as age, security and politics, the genuine issues of bank and not only topics related to the specific financial service products. With known, attention-grabbing contemporaries who have had to say quite a bit, which against you, how attentive they perceived social trends and developments: Former Federal Judge and President of the Goethe-Institut Jutta Limbach said wise things about the serenity of age, a TV stock market expert Frank Lehmann became the Security asked actress Iris Berben to their personal life planning. Thus, linking the clever, almost private thoughts of celebrities and opinion leaders automatically with the brand values \u200b\u200band competencies of the Dresdner Bank.
competence is in addition to trust and credibility is another aspect that you can expand the use of celebrities and experts. How important is this competency, also knows the Federal Office for Foreign Trade (BFAI), which has a well established global network informants. These "correspondents" are all experts in their field. The lawyers, economists and social scientists to collect basic data about specific issues on site and prepare it for the headquarters in Germany. This research material is in turn the basis for the journalistic content of the magazine markets, the "service magazine for the foreign trade", which the BFAI publishes mainly for medium-sized, export-oriented companies that want to invest in another country or do so already. The result: quality workmanship and reliable information on high level.
- Testemonials bring attention: not only professionals and experts to enrich their statements with the contents of a CP-publication. The use of celebrities contribute to improving a customer or employee magazine. Provided one chooses from the cadre of celebrities from the Star, which shows a similar safety profile as the brand or company that seeks to integrate these celebrities in their own communications. It relies most on celebrities, as users of the product that would be plausible and feasible. Both have a vital task: They must remain to be noticed and remembered. And both need to communicate. At best, then a "one-two on the rebound to fork" is formed.
- Testemonials generate attention. They act as "eye catcher" that break the disinterest of the beholder. Their advertising messages are particularly memorable. You suddenly see as if they were personally relevant. It is also expected of celebrities, an additional entertainment value, which increases the interest yet.
- Testemonials are an anchor point in a growing flood of information media. They show that, they stand out from the crowd, are already known to have vorzuweisen merits and often present in the media. There are people "who enjoy because of their public office or their professional celebrity-special treatment and therefore are regarded as representing elites of their society." This trend-setting people to the goodness and the quality of products testify and assigning spillover to the brands.
- Testemonials act as social landmarks of exemplary character. They sell their vision function and act as bellwethers that stimulate the tendency to imitate their followers. So beautiful every celebrity brings as a dowry with his fan base like in the promotional marriage.
experts, opinion leaders, celebrities: famous, successful and experienced people function best as carriers of brand equity and know-how. In addition, one must not forget that the most interesting for a human is still a different person. People like people. The presentation of factual issues based on real people, the "human touch" in journalistic texts should not be underestimated. Dies belegen auch Blickverlaufsuntersuchungen von Zeitschriftenseiten: Der Blick eines Lesers bleibt immer zuerst an einem menschlichen Gesicht hängen - egal, ob prominent oder nicht.
