For many years, Bevego used a printed customer magazine as its main communication channel. When the company decided to focus on PR, Mynewsdesk became the obvious solution. By also using the platform’s Coverage Report, they can now clearly see the impact of the company’s efforts. Thanks to increased interest from earned media, Bevego has been able to drastically reduce the cost of traditional marketing.
Bevego is one of Sweden’s leading wholesale and trading companies in sheet metal, ventilation and technical insulation. Founded in 1994, the company has always been driven to develop in line with the market and the needs of customers. However, one thing that has held on to more traditional methods was the company’s communication efforts. To build its brand, Bevego has long shared knowledge and inspiration – mainly through a printed customer magazine. This way of working has been well established in the organisation, but it had become time to digitise.
Sharing the benefits of Bevego with our customers is a very successful concept, but we were ready to take on a new approach to grow our brand. Since we have been working with our printed magazine for so many years, the step to something digital was a bit difficult, says Annika Lincoln, Marketing Manager at Bevego.
A Clear Overview with Coverage Report
Although the product was appreciated by both customers and employees, the magazine was costly to produce and the effect was difficult to measure. At the same time, there was a desire to speed up the communication efforts and, above all, to reach a wider target group by increased presence in relevant media. Bevego was therefore looking for a platform that was easy to use while reaching a larger audience and providing clear statistics.
With Mynewsdesk, we can get our content out faster and easily track the impact, which we couldn’t do before. We spent a lot of time on our customer magazine, but we had no idea if anyone was reading it. With Coverage Report, we can now present the results to the management team in a great looking way, without me having to compile all the statistics myself, says Annika Lincoln.
Less Marketing and Better Insights
Bevego’s previous magazine was sent out to a limited audience: customers. By switching to a digital newsroom with Mynewsdesk, they have now received increased media interest which has allowed them to drastically reduce the cost of traditional marketing. With clear analysis and follow-up reports, such as Mynewsdesk’s Coverage Report, the company has also gained better insight into which topics catch the interest of its target audience. This allows Bevego to better adapt the editorial planning.
The impact when our stories are picked up by media outlets is much greater than if we tell people about our offer ourselves. Thanks to the analytics, we also get a clear indication of what the target audience wants to read about and which topics we should focus on to get the perfect mix. Sure, some people were sceptical when we first made the transition from print to digital, but in the end, it’s only been positive. For us, Mynewsdesk has worked perfectly, and so far no one misses the old magazine, concludes Annika Lincoln.
