Cestrian is looking to use content-driven blogs and enewsletters containing useful tips about retail displays and market trends as a means to drive new print business from the retail sector.
According to Cestrian, demonstrating a company’s industry knowledge can lead to greater customer trust and it is a proactive way of reaching out for new business.
“Content is valuable to everyone. The first place people start their research for a new supplier is the internet and if we’re not there then our competitors will be,” Emma Baker-Smith, marketing manager at Cestrian, explained to Image Reports.
With its ‘Print Knowledge & Insights’ newsletter campaign, Cestrian intends to engage with customers and attract greater attention on the internet, with content being pushed out on social media channels including Twitter and LinkedIn.
“We’ve been running the Cestrian blog and newsletter since about 2010, but in the past few months we decided to freshen things up and give our customers more value through relevant content,” said Baker-Smith. “Now, our articles are more focused on what our customers want to know. They feature information that will help them in their role and less about us as a business. We’ll still inform customers of new products and techniques, but it’s not our primary objective for the ‘Print Knowledge & Insights’ newsletter.”
Cestrian’s latest blog post discusses the top retail trends for 2014, which include store experience, omni-channel shopping, hyper-targeting, social media and personalised products. You can read it here.
Although Cestrian has planned its newsletters as part of a yearly marketing plan, the company added that it was important to change the content to align with industry changes. Upcoming topics may include combining traditional and digital marketing for great effect and tips for improving POS displays.