MediaClash Customer Publishing

10.09.2007

Design Objectives Case study

Overview

As the UK’s leading supplier of art and craft materials to the retail trade, Design Objectives’ customer marketing needs to promote its brands and drive product sales. Continually innovative and pioneering in its approach, Design Objectives is the ideal partner for MediaClash. Our wider brief is to advise Design Objectives on media strategy, help grow the craft market and its share of it.

Objectives

• To cement Design Objectives’ position as the most consumer driven, creative and innovative operator in the craft market
• To drive registrations to the docrafts website
• To appeal to both new and accomplished crafters
• To facilitate interaction between different media channels

Solution

docrafts Creativity! – the UK’s best-selling craft magazine.

Creativity! is the cornerstone of the docrafts brand. Distributed across a national network of arts and craft stores, it showcases the docrafts product range and provides readers with inspirational card-making and scrapbook projects and techniques.

The magazine is a key driver of the docrafts community. Readers are encouraged and incentivised to visit www.docrafts.co.uk, where they can find more free craft projects, find hints and tips and engage with fellow crafters – sharing techniques and showcasing their work.

Research commissioned by Design Objectives shows that:

• 76% of readers buy every issue
• The average time spent reading and referring to the magazine is 5 hours 24 minutes
• 83% of readers bought a product featured in the magazine
• 68% of readers visited their local craft stockist to find out more about featured products

We chose MediaClash over their competitors because we were excited by the ideas that they put to us, and saw a number of opportunities to work with them in other areas.

Andrew Knowles, MD, Design Objectives