Frederik Van Bever discusses converting Securitas' print magazine into an e-magazine called "Security Matters" to cut costs and communicate in a more innovative way. Some key statistics showed an opening rate of 35% via newsletter and average reading times of 6-7 minutes. The e-magazine format led to a 28% reduction in costs. Feedback was positive about the innovative format with no content overflow. Statistics could help improve content, increase diffusion, enable more sales, and support innovation.

1. Content Marketing

2. Frederik Van Bever
Marketing Director at Securitas

3. Braine l’Alleud, 25th October 2012
From content to marketing tool
E-magazine Security Matters
Insert picture in this frame Insert picture in this frame
Frederik Van Bever
Marketing Director Securitas

4. Anno 2011
Print magazine 12 pages 4x/year
1600 copies
• is our magazine read ?
• how can we cut costs ?
• can we communicate in a more innovative
way ?

5. Anno 2011
Solution?

6. Anno 2012
E-magazine
• tracking and statistics
• no printing and postal costs
• dynamic, user-friendly,
ecological

7. Some figures
Statistics
• Opening rate (via newsletter)
= +/- 35%
• Average time =
6 min (#1)-> 7 min 21 (#2)
• 11.68 pages/visit (#
2 = only 7 pages!)

8. Cost-effectiveness
Cost evolution
*
* - 28%

9. Feedback
Feedback from customers
• Nice, innovative format
• No content overflow
Return on consumer knowledge
• View on interesting articles
• Lead generation
• View on interested customers
9

10. Evolution
Statistics =
• Better content
• Larger diffusion
• More sales
• Innovation

11. Contact
Frederik Van Bever
Marketing Director Securitas
Security Matters is produced by: