Pitney Bowes Magazine Fuels Partner Programs

Share this content:
Since the launch of Priority, A Pitney Bowes Publication last October, the bimonthly magazine has evolved into a vehicle for integrated marketing programs with Pitney Bowes partners.


The magazine "was originally a communication tool for our small-business customers, designed to bring unique ideas to [them] to help them grow their businesses," said Carlene Armetta, vice president, partnership development, Pitney Bowes Small Business Solutions. "But over the past year, we have integrated [the magazine] into our overall marketing program that we provide to partners."


The magazine, produced by Washington-based custom publisher the Magazine Group along with internal staff, mails to 720,000 small businesses in the United States with revenue of up to $3 million. About 4,000 copies go to shuttle airlines. Industries include healthcare, engineering, law, accounting, real estate, advertising, construction, landscaping, equipment rental/leasing, computer programming and insurance.


Instead of just advertising in the magazine, for example, PB's partners can "build an integrated marketing campaign with Pitney Bowes," Armetta said. "They can have access to PB customers via e-mail, they can use direct mail or an insert program to reach them, and they can have access to [our] small-business Web site, PitneyWorks.com."


PB has shifted its strategy from "going out and trying to get advertisers to advertise in the publication to explaining to agencies and clients that we not only have a magazine that they can advertise in, but that we have other channels they can access as well."


Companies that have advertised in the publication include IBM, Sprint, Dell, the U.S. Postal Service, Brother International and Discover.


Pitney Bowes also has done reciprocal programs with these advertisers. IBM has run ads offering discounts on IBM equipment as well as e-mail campaigns and statement inserts also promoting the discounts. In return, Pitney Bowes gained access to IBM's small-business customer base.


"So we'll do direct mail and some statement insert programs to IBM small-business customers so that we can try to acquire new customers," she said.


Armetta said that the publication's circulation trails only Fortune Small Business, which has about 1 million.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here