Problem

Taste Buds had an old website which wasn’t flexible or suited to the needs of a modern publisher. Because the catering industry is very fast-moving, hard copy publications can be out of date before they go to print. It is essential therefore, to have a strong web presence which can be updated as industry changes occur.

Solution

Daniel Plowright of IRUN Bath recommended a new WebBuildPRO website to Taste Buds Editor, Alan Enright. Using the IRUN platform, Alan would be able to update the information on the site quickly and easily, keeping it up-to-date in between publications. Daniel constructed the site based on Alan Enright’s brief. Alan provided the copy for the site, and the designers, who work on the Taste Buds magazine, provided the necessary graphics. Alan now is able to make regular updates to his website. He found the IRUN online system easy and intuitive to use. He commented, “You don’t even need any knowledge of computers.”

As a publisher of free magazines, Buzz Publications is dependent on advertising income. Organising and maintaining the company’s contact list was a cumbersome process as the details of advertisers and subscribers were held in Excel spreadsheets or on handwritten lists. All communications with advertisers were carried out either by phone or by travelling to make a personal visit - a time-consuming process, with some of his advertisers being difficult to contact. To resolve this problem, Alan Enright has now subscribed to IRUN’s InTouch Customer Relationship Management system.

Daniel Plowright arranged for the transfer of Alan’s data to the InTouch system. All their contacts can now be held in separate databases and can be emailed at the touch of a few keys. This way of organising his data and communication has meant Alan Enright has been able to reduce substantially the number of phone calls and time spent travelling to see his advertisers. As new contacts are made, the data can be added quickly and easily. He can record and easily access information, such as individual’s advertising spend and bookings information.

To complete his ‘hat-trick’ of internet marketing tools, Alan Enright also uses the IRUN Digital Media online brochure facility. This use of technology means an easily updated version of Taste Buds can always be viewed via the website. Links to the digital magazine can be sent by email to prospective advertisers. There is a lot of competition in the area for advertising revenue, Alan Enright explained. Some of his competitors were using digital media and Taste Buds couldn’t afford to be left behind.

Result

The reaction from the advertisers to the digital version of Taste Buds has been very positive. With around 200 hits on the website each day, the digital magazine has considerably increased the advertisers’ exposure. The facility to hyperlink through to the advertisers’ websites, bring additional benefits not possible with traditional hard copy advertising.

Alan Enright and Buzz Publications have now definitely developed a taste for internet marketing. Although Alan is passionate about personal service, he sees the development of his website, the In Touch system, and the digital magazine as complimenting and supporting his more traditional publishing methods.