The Challenge

Following on from the success of the “Peugeot News” Magazine in 2013, the team at Gowan Distributors Limited, the Irish-owned Peugeot Importer in Ireland, contacted Webprint to collaborate on another exciting project.

Ahead of the new 142-registration plate, Peugeot were looking to promote the launch of their “Summer Sensation Days” offers, in a bid to give customers the best possible motoring value. They were also celebrating the success of the new Peugeot 308 as Car of the Year 2014.

Webprint were able to provide a complete one stop print and distribution solution at an economical price allowing Peugeot to communicate their unique dealer offerings in a high quality package.

The Solution

A commercial quality 16 page magazine printed on high grade premium paper complimented the Peugeot range. 70gsm woodfree uncoated (103 brightness) fine-paper was selected as its bright, tactile quality was perfect for showcasing the Peugeot car range.

The standard magazine (269mm x 340mm) format was chosen as it stands out in the market compared to other untrimmed or folded products. It is also ideal for use as point of display material in the dealership. This product size gives a 46% increase in print area versus standard A4 brochures. This allowed Peugeot to communicate more messages in the 16 page magazine: Peugeot Aftersales & Service Club offers, interviews with brand ambassadors, Peugeot involvement in the local community, tips, competitions, as well as the Peugeot Dealer Network Contact List.

The Distribution

Peugeot adopted a multi-channel approach to distributing the magazine. The magazine was displayed as point of display material in the 34 Peugeot Dealerships, while a Free Standing Insert (FSI) in National and Regional newspapers would provide greater exposure to the target audience and offer Peugeot an extensive reach.

This distribution strategy would provide Peugeot with an affordable advertising vehicle that allowed for prompt execution and precise targeting capabilities. Following consultation with Peugeot, Webprint coordinated the distribution and insertion of the magazine in to 40 National and Regional newspapers. The flexibility in circulation options meant that Peugeot could target Regional newspapers based on the catchment areas of 34 Peugeot dealerships. This allowed for heavier penetration in target areas and reduced unnecessary advertising spend.

Newspaper inserts remain a critical component of many multichannel campaigns, and when paired with digital elements, they enable brands to capture consumers via their communication vehicles of choice.

Peugeot incorporated a QR Code on the back page of their magazine enabling quick access to Web content with a snap of a smartphone camera. Peugeot were able to reach a critical mass through a traditional method of marketing—printed magazine—but made it a two-way conversation by letting consumers activate their interest via the QR code.

The Result

The colour schemes chosen, the bright, matt paper and the crisp, clean, glare-free reproduction set this magazine apart. The combination of the high grade paper and finished size created a premium brochure to display the Peugeot range and service offerings. Peugeot were able to get an innovative larger brochure for the same price as they usually paid for a smaller brochure.

The response to the Peugeot magazine was extremely positive. Peugeot found that the magazine increased footfall to their showrooms. It was also an excellent way to drive traffic to the Peugeot website, while also encouraging customers to visit the Peugeot Facebook page.

“Webprint provided us with a one stop print & distribution solution. We were delighted with the finished product and the value it represented. The Peugeot magazine is a highly profitable component of our media campaign. For advertising spend, it is very effective and good results are hard to overlook.” - Emma Toner, Marketing Director Peugeot Ireland

The Future

Despite important changes in media consumption in recent years, traditional media continues to outscore TV, Social Media and the Internet respectively. Recent research points to print as the platform with the best return on investment. Print media was found to deliver the best returns with magazines in particular delivering outstanding performance. With a return of 130%, magazine advertising produced the highest return on investment (ROI) of all media channels. (Source: GFK NDP – Nieuwsmedia, The Netherlands 2014)

A pan-European survey conducted by VTT, the Finnish research institute found that almost 7 out of 10 consumers said magazines and newspapers were most important in supporting purchase decisions. Consumers continue to have the highest trust in print and refer to advertisements in magazines and newspapers as a great source of information to support their purchase decisions. (Source: Consumer attitudes towards advertising in media in Europe; VTT Finland 2013)