Customisable Dealer Magazine Reaches an International Audience
Dark Grey Europe develops and manages a compelling marketing support tool for EMEA Cat dealers, customers and prospects in 57 countries and in 22 languages. We deploy up to 70,000 printed copies three times per year and have online and app editions suitable for Android and iOS devices.
Cat Magazine is designed to engage, inform and help drive sales. The editorial team is led by Dark Grey Europe to ensure that content topics are aligned with Caterpillar’s business goals and, as important, regional diversity. As such Dark Grey Europe ensures that the dealer sales channel is covered; organising interviews and original photography from on-site visits for lead articles from across the Cat dealer network.
With the help of Dark Grey Europe’s proprietary eBrandpoint MRM system, every issue of the magazine is customised for individual sales region with a balance of corporate, region, country, and even localised dealer content. Making use of the eBrandpoint portal helps ensure that all the customisation from translation to localisation is done cost effectively and with minimum effort from dealers.
The whole process is managed by Dark Grey Europe. Starting with the editorial planning through flat-plan, interviews, writing, design, site-visits, approval routing, translation, dealer customisation, to printing and delivery.