“Active Networks suggested that we promote our products in an editorial style as a contributor to the magazine. We were able to showcase the range we have through their sponsored product feature and do this across all three of their magazines. From start to finish, the process was managed by Active Networks, they took care of our design and ad placement. We have generated great results and we look forward to discovering more diverse ways to promote our business in the future with them.”

The client

Johnson Bros. Mitre 10 was first opened in Rydalmere in 1955, by John and Bob Johnson. It is still very much a family business and they pride themselves on offering excellent customer service and quality products.

The Brief

Create an advert that is measurable and would showcase the diverse range of products on offer from Johnson Brothers. As Johnson Brothers is in Pittwater there was a requirement to draw as many residents from Northern Beaches south as possible.

Solution

We recommended a feature known as “sponsored product content”. It runs across all three magazines and is designed to fit in to the homestyle section of the magazine.

Sponsored Product Content – double-page

Content that looks similar to editorial is up to six times more effective than a straight display advert. Print is an ideal media when it comes to building trust and purchase intent. A recent Nielsen study revealed that magazines are somewhat or completely trusted by 58% of people, nearly twice that of social media. A further study in 2017 by Marketing Sherpa established that people trusted traditional media, such as magazines, far more than digital or social when it came to making a purchase decision.

Outcome

Johnson Brothers products reached 132,000 homes and businesses across the Northern Beaches and lower North Shore. Their editorial style advert promoted the business as a contributor to the North Shore Living and Peninsula Living magazines, positioning themselves as an expert within their field. Active Networks managed the campaign from concept to design to implementation.

Digital

Peninsula Living and North Shore Living are hosted online. Johnson Brothers advert was built with direct product links back to the clients website.

Comments from the client

“Active Networks suggested that we promote our products in an editorial style as a contributor to the magazine. We were able to showcase the range we have through their sponsored product feature and do this across all three of their magazines. From start to finish, the process was managed by Active Networks, they took care of our design and ad placement. We have generated great results and we look forward to discovering more diverse ways to promote our business in the future with them.”

Johnson Brothers