MarketingPart 1

Mar 2, 2015Mr. Ko Works

Brand Audit

M 1

Monocle Marketing 4 Ways Monocle Markets Itself as a Global Media and Lifestyle Brand.

PART 1

Report on Monocle ProductsReport on Monocle

“M”, Marketing is one of 6 elements of brand audit proposed by Brandin-quiry. This report focuses on marketing initiatives, programs and tactics employed by a brand.

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Monocle Marketing Part 1

Brand Audit

This report explores the many channels and opportunities Mon-ocle leverages to establish itself as a truly global, intimately per-sonal media and lifestyle brand.

brandinquiry will cover four core marketing strategies: digital, events, strategic partnerships and print advertising.

1. Learn about Monocle’s partnership with Gestalten, and the events they host together.

2. See how Midori House (the headquaters of Monocle and Winkreative) is a meeting and event space for seasonal events ranging from parties and bazars to product launches.

3. Get a good look at “Shop in Shop” initiative, what kind of life-style, luxury and retail establishments Monocle collaborates.

4. Find out who attends and participates in Monocle’s Quality of Life Conference

M

Learn about Brandinquiry approach to brand audit

Other Reports:Monocle and Winkreative: About

Monocle Product Line

Monocle’s StrategyMonocle’s OverviewThe Four ArmsMidori HouseGestalten EventsPop-Ups, Shop-in-ShopGovernment, AirlinesBonus :)

In this Report

1

A quick look at Monocle’s line of publishing and retail products

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Monocle Product Line

January 2016

26PAGES FREE

report

Events

Digital

Print Advertising

Partnerships

Monocle’sMarketing OverviewM

Monocle’sMarketing Part 1

Monocle’sMarketing Part 2

Events. By far, the most im-portant strategy employed to connect with customers on a

much more personal/intimate level. Events, that range in pop-up stores, panel talks and now full-scale confer-ences, have been a good marketing vehicle for Monocle. Having a global reach, Monocle sets up events that leverage partnerships and growth opportunities.

Partnerships. While collab-orating with fashion, luxury, publishing and media brands,

Monocle positions itself in between media and retail sectors, showcasing their products in cozy environments with wine, champaign, influential people M24 Radio. Pop-up shops al-low Monocle to test potential markets and co-market their products to simi-lar audiences.

Print Monocle magazine is one of primary channels and incorporates advertising for

M24 Radio content, new product re-leases, digital content (Monocle on-line Shop), M24 app, Monocle Shop Guides, newsletters, Monocle Cafe, conferences and brand co-marketing initiatives like Pop-up stores. Owning some print real-estate allows Mono-cle to market themselves organically, in their own publication.

Digital. The Monocle website is one of the hubs for visitors to get to engage with content,

while listening to M24 radio pro-grams. The website offers magazine content, subscription services, M24 content, newsletters (The Monocle Minute), a shop and Monocle-pro-duced original films. The brand also uses some social media channels (of-ficial Youtube page, iTunes and Vi-meo) to distribute original video and audio content.

M

Monocle Eventsand Partnerships

Midori House–headquarters, community space, party central

Monocle Country Fayre invitation

In the courtyard outside Monocle’s Marylebone HQ, the global affairs magazine hosts its annual Country Fayre, a free weekend of entertainment which celebrates the most English of traditions from a global perspective. Much like the magazine - which reports on matters as diverse as the doggy pampering industry in Japan, and Brazil’s command of the UN peace-keeping mission in Haiti - the Monocle Country Fayre is both entertaining and informative. Market stalls hosted by local shopkeepers, cooking demonstrations, petting zoo and live music attract around 2,000 people to Midori House during the course of the weekend.

Monocle Country Fayre

Original blog

Original blog

The team behind global affairs magazine Monocle are flying in a Finnish Santa, reindeers and welcoming new stalls from the likes of Shinola and Mast Brothers for their Christmas Market this year. The December weekend fair, taking place in the courtyard outside their Marylebone HQ, pitches new stalls from The Geometry of Pasta, Freight Store and Khunu and their yak wool garments alongside old favourites including Begg & Co, selling fine cashmere scarfs and wraps, Trunk Clothiers who specialise in fine menswear, and Oyuna for high quality womenswear. Plus, there will be Alpress coffee, a tombola, warming treats and live music. There’s even the chance to meet Santa himself and three of his antlered helpers

Monocle Christmas Market

Original blog

Original blog

Monocle Christmas Market nvitation

To celebrate Monocle’s [2015] Quality of Life Survey, editor in chief Tyler Brûlé and AkzoNobel hosted a midsummer party at our London headquarters. The event provided an opportunity to honour this year’s winners and celebrate the best cities to call home.

Watch the film

Monocle Summer Party

Original blog

Monocle Eventsand Partnerships

Monocle X Gestalten Events

Book Launch: Monocle Guide to Good Business

Original blog Photographer

Book Launch: Monocle Guide to Better Living

Original blog

Book Launch: Monocle Guide to Cosy Homes

Original blog

Monocle Eventsand PartnershipsPop-Up Stores and Shop In Shop

“Initial talks with Monocle began when Tyler and team were in town for a conference and Monocle 24 Radio show, which featured a handful of San Francisco figures and included an interview with Todd. Over a quick morning coffee with Tyler we discussed possible opportunities to work together and came upon the idea of doing a Monocle shop in shop. The hope was to create as true a recreation of a Monocle Shop as possible.”

Shop in Shop: Monocle & Unionmade

FAST FACTS

Location: San Francisco

Partner: Unionmade

Duration: 2 months

Original blog

Original blog

Unionmade X Monocle invitation

“The Monocle team was stopping by Manila, Taipei and Jakarta as part of their summer Asia-Pacific tour.

Put simply, the idea was to meet readers and fans face-to-face and expand the Monocle community. When editor-in-chief Tyler Brûlé decided to come here, he asked a Filipino friend in Hong Kong, who’s the best person to call in Manila? The Filipino recommended her friend, Margarita Forés, who would host a Filipino dinner for the team at Grace Park. Margarita also recommend Univers at One Rockwell as a perfect venue for the event.”

Shop in Shop: Monocle & Univers

Monocle Summer Asia-Pacific Tour 2013 invitation

Photos from the event

Original blog

“Our newest Sydney stockist The Stables have teamed up with global publishing brand Monocle, to host what will be Monocle’s first Australian pop-up store. The Stables x Monocle pop-up shop will stock a variety of Monocle branded items including a mix of stationery, fashion, design and travel products. It will also launch several new collaborations, including Monocle’s stand alone travel guides for London and New York and a selection of in-house designed products, such as stationary, a brass range and a menswear collection.”

Shop in Shop: Monocle and The Stables

Photos from the shop

Original blog

Original blog

“Sansiri and Monocle will feature Monocle’s latest spring/summer products like the new Comme des Garcons perfume and the Steteco summer lounge jackets and shorts. Signature collaborations with Japanese bag maker Porter and Italian menswear label Barena will also be on sale.”

Shop in Shop Monocle and Sansiri (Bangkok)

Shop opening invitation

Event photography

Monocle Magazine spreadAdvertisement promoting Monocle X Sansiri shop

Original blog

More on Verb More on Zcommunications

Pop-Up Shop Monocle and The Galleria

More photos here

Monocle Eventsand Partnerships

Government, Airlines, Travel

The definitive guide was created by Monocle’s travel experts and details the 100 top places to visit, eat at and experience in Spain. The top picks range from visiting the Temple of Diana in Merida to riding wooden bikes through the Basque region and a tapas crawl in Seville, among other exciting projects. The Spain 100 were carefully chosen by Monocle on a year long expedition through Spain uncovering the latest trends and interviewing the personalities spearheading them. They also came home with a lifetime supply of jamon.

The guide is a part of Spain’s third annual partnership with Monocle, as the publication and destination have a natural chemistry. Every element of the launch party celebrated Spain with Spanish wine and delicacies from the award winning restaurant, Iberica.

Monocle & Government of Spain Spain 100 Launch Party

Original blog

feast for the sensesCULInarY toUr of sPaIn

Spain’s cultural, linguistic and geographic diversity makes itself felt in the country’s

cuisine. Colourful, eccentric, world-renowned – and that’s the chefs, too –

Spanish dishes straddle the line between a restless urge to innovate and a desire to

respect time-honoured traditions. So pack your spoon and dig into this

gastronomic melting pot.

3CataLonIa and

barCeLonaDishes are marked by centuries

of sea-borne influences.

4.madrId

A melting pot of tradition, modern trends and fusion.

9.WIne

Raise a glass to the Spanish

winemakers.

8.baLearIC IsLands

Rich pickings from the Med.

5.VaLenCIa and mUrCIaA rich food culture inspired by

ancient techniques.

6.andaLUCÍa

Moorish heritage with modern flourishes.

10.toP 10 ProdUCts

Haven’t had your fill? Bring these delicacies home with you.

11.trends

If you’re looking for

the next global

food trend, chances are

you’ll find it right here.

1.north of sPaIn

Distinct culinary identities along the green northern coast.

2.CentraL sPaIn

Hearty helpings of jamón, cheese and spices.

7.CanarY IsLands

A mix of Spanish dishes with international flavours.

spain 3

the MOnOCLe esCapist

Monocle Magazine, in conjunction with the Spanish Tourist Office, has just launched the new comprehensive Monocle x Spain “Culinary Tour of Spain” guide. Written by Monocle’s gastronomy experts, the guide explores how to travel Spain discovering its different cuisines– by best produce, up and coming chefs, outstanding restaurants, gastro-markets, and trends.

The event brought a slice of Spain to London by Michelin star chefs Luis Veira from Arbore da Veira in A Coruña (northern Spain) and Marcos Morán from Casa Gerardo, in Asturias. Both chefs shared their favorite dishes to create a culinary experience as much in the tapas range as in the more formal cuisine.

Monocle Escapist Spanish Tourist Office

Monocle x Spain “Culinary Tour of Spain” Event poster

More on Taylor Wimpey’s blog

The 2015 Quality of Life Survey is, for the first time, exclusively sponsored by AkzoNobel and forms part of the company’s global Human Cities initiative.

“We’ve made a clear commitment to helping urban areas become more inspiring, energizing and vibrant for people across the world,” said AkzoNobel CEO Ton Büchner. “So we’re delighted to support this survey of the world’s most liveable cities, which offers inspiration for urban communities everywhere to create more human environments.”

While data-canvassing elements such as crime, healthcare, state-funded education and business climate remain the backbone of the Quality of Life Survey, it’s the “liveability assessment” that makes it truly unique. Supplied by Monocle’s correspondents on the ground, intangibles such as commitment to culture, closing time of bars, price of a good lunch and proximity to seas, lakes and mountains can make all the difference to a city and those who call it home.

On Monocle & Denmark Survey:

“Monocle is one of today’s most influential media outlets reaching a global audience of trendsetters, opinion makers and business people, and we were flattered when earlier this year they presented the idea of doing a national survey on Denmark. The outside look that Monocle provides on what our country has to offer is exiting indeed and I hope the survey will intrigue and inspire Monocle readers to find out more about Denmark.” Klavs A. Holm

Monocle & AkzoNobel Monocle Quality of Life Surveys

part of the magazine’s December-issue, covering everything from Denmark´s economy, society and transport to culture, architecture, agriculture, retail and urban-ism.

“

More on Reuters

Spain: A Monocle Travel GuideCovers

The travel guide highlights Spain’s fantastic offering for keen skiers, delving into some off the radar Spanish towns which offer excep-tional experiences. The best ski resorts, hotels, après ski entertain-ment, food and best ski schools are also included.

From author: On Monocle Surveys

The Monocle Surveys are a great way to prime/test the market for new potential products. In this case, I believe, Monocle is

1) Testing consumer market by providing small, bite-size content

2) Creates new opportunities for product line expansion. Monocle Surveys a journalistic ventures that can tell us something about Monocle’s clever strategy. These supplement guides

Monocle Quality of Life Surveys Travel Guides

“

Monocle Quality of Life Surveys Conferences

The opinions of twenty-three internationally renowned speakers including Martin Roth (Director of London’s Victoria & Albert Museum), Taco Dibbits (of Am-sterdam’s Rijksmuseum) and Brazilian architect Isay Weinfeld, alongside the Mayors of Oslo and Porto were keenly listened to by 160 delegates who had traveled from across the world.

The points for discussion allowed for a breadth of dis-course that spanned housing and urbanism, to explo-rations of the ‘high street’ and the significance of the museum in the contemporary city. The thematic scope of these conversations made them accessible, inspira-tional and, more importantly, both relevant and widely applicable.

Monocle launched its new Quality of Life Conference in 2015. Over a sunny weekend in Lisbon we looked at everything from architecture to media, with 20 panel-lists and an audience of 180 readers from around the globe. We are already registering for 2016, when the conference will take place in Vienna.

More on ArchDaily

More on Monocle.com

Photography: Rodrigo Cardoso

Monocle Shop in Shop: Lisbon

FAST FACTS

150 participants

$1300 Ticket price

3 Days

6 Government participants

Moncle & GE

“The opinions of twenty-three internationally re-nowned speakers including Martin Roth (Director of London’s Victoria & Albert Museum), Taco Dibbits (of Amsterdam’s Rijksmuseum) and Brazilian architect Isay Weinfeld, alongside the Mayors of Oslo and Porto were keenly listened to by 160 delegates who had trav-eled from across the world.

The points for discussion allowed for a breadth of dis-course that spanned housing and urbanism, to explo-rations of the ‘high street’ and the significance of the museum in the contemporary city. The thematic scope of these conversations made them accessible, inspira-tional and, more importantly, both relevant and widely applicable.”

Watch the film

Jul-Dec 201580,187 total

Jan-Jun 201477,030 total

Jan-Jun 201373,867 total

Jan-Jun 201272,427

Jul-Dec 201168,917

Jan-Dec 201013,197

Monocle Magazine Global circulation growth

Bonus

We are here

ABC abc.co.uk

Masthead

Research, Design & Production Mr. Ko Works

Last editedMar 2, 2016

ToolsAdobe Creative Suite

ImagesSee links

Appendix

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Thank you! Notice:This is the end of Part 1 of Mono-cle Marketing report. Stay tuned for Part 2.

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