Content Marketing Today

BestBuy Delivers Cool Print Magazine to its Best Buyers.

Delivering Great Content to Strengthen Customer Relationships

You might be surprised to find that electronics retailer, Best Buy, is using a terrific print publication to build a stronger relationship with some of its best customers. According to senior VP, Barry judge, Best Magazine is designed to “share our passion about how technology can enhance their lives.”

For those familiar with the BestBuy’s story, you know how carefully they study their customers in order to enhance their buying experience. They have developed customer personas around which many store operations are based. Best Buy has learned that a deep understanding of their customers results in a host of trusted relationships, which in turn drive sales and profits.

Best Magazine contains absolutely no promotion for Best Buy. In fact except for a welcoming icon on the cover, you would have no way of knowing it was produced by BestBuy.

The magazine itself is an enthusiast’s paradise chock full of product information about everything from iPods to sports cars. Barry Judge believes that it is essential “to build credibility from a trusted perspective by making it clear that there is no obvious way that BestBuy will benefit” from the creation and distribution of Best magazine.

Online, Best Magazine adds another layer of cool–it’s ads go from static to interactive. Rather than small banner size ads, these are magazine-sized with lots of impact inside the digital pages of the magazine. All in all, a superior experience.