There’d hardly be a bookshelf in the country that doesn’t have at least one Lonely Planet guidebook on it somewhere. Today, James, Sarah and Nic are joined by Lonely Planet’s director of sales and marketing, Chris Zeiher, who explains how a company with a printed product made the transition to a digital world.
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Here are some key take-outs:
- Lonely Planet has a philosophy that whatever form the audience wants to consume their product in, that form should be available.
- The reluctance to move to digital was overcome when they realised the hero was not the book; the hero was the content itself.
- Continuing to innovate is the best way to ensure the product continues to resonate with the audience and keeps providing a return on investment.
- Resource yourself properly. You need a good team to create good content. Understand how your audience consumes your information, and deliver it how they want it.
Here are the links you might need
- Check out the new Lonely Planet website.
On My Desk
- Sarah’s recommendation was Merriam-Webster’s clever marketing, including Twitter.
- Chris recommended the flight booking information website I Know The Pilot.
- James suggested Air Tasker.
- Nic spruiked his next Meet the Media event.
Have you heard the one about…
Recently James, Carla Young and Nic discussed the psychology of marketing.
And in this episode James, Sarah and Nic took a close look at the state of SEO in marketing in 2017.
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