Brand Audit
Monocle PART Marketing 1 4 Ways Monocle Markets Itself as a Global Media and Lifestyle Brand.
Marketing Mar 2, 2015 M 1 Part 1 Mr. Ko Works Skip Intro Brand Audit
Monocle Marketing Part 1
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
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Monocle’s Strategy Other Reports: Monocle’s Overview Monocle and Winkreative: The Four Arms About Midori House Gestalten Events Pop-Ups, Shop-in-Shop Government, Airlines Bonus :)
Monocle Product Line
report
Monocle Product Line
A quick look at Monocle’s line of publishing and retail products
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1 M Monocle’s Marketing Overview
Events Print Advertising
Digital Partnerships M Monocle’s Monocle’s Marketing Part 1 Marketing Part 2
Events. By far, the most im- Print Monocle magazine is portant strategy employed to one of primary channels and connect with customers on a incorporates advertising for much more personal/intimate level. M24 Radio content, new product re- Events, that range in pop-up stores, leases, digital content (Monocle on- panel talks and now full-scale confer- line Shop), M24 app, Monocle Shop ences, have been a good marketing Guides, newsletters, Monocle Cafe, vehicle for Monocle. Having a global conferences and brand co-marketing reach, Monocle sets up events that initiatives like Pop-up stores. Owning leverage partnerships and growth some print real-estate allows Mono- opportunities. cle to market themselves organically, Partnerships. While collab- in their own publication. orating with fashion, luxury, Digital. The Monocle website publishing and media brands, is one of the hubs for visitors Monocle positions itself in between to get to engage with content, media and retail sectors, showcasing while listening to M24 radio pro- their products in cozy environments grams. The website offers magazine with wine, champaign, influential content, subscription services, M24 people M24 Radio. Pop-up shops al- content, newsletters (The Monocle low Monocle to test potential markets Minute), a shop and Monocle-pro- and co-market their products to simi- duced original films. The brand also lar audiences. uses some social media channels (of- ficial Youtube page, iTunes and Vi- meo) to distribute original video and audio content. Monocle Events and Partnerships
Midori House–headquarters, community space, party central Monocle Country Fayre
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.
Original blog
Monocle Country Fayre invitation
Original blog Monocle Christmas Market
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
Original blog
Monocle Christmas Market nvitation Original blog Monocle Summer Party
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.
Original blog
Watch the film Monocle Events and 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 Events and Partnerships
Pop-Up Stores and Shop In Shop Shop in Shop: Monocle & Unionmade “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.”
Original blog
Unionmade X Monocle invitation
FAST FACTS Location: San Francisco Partner: Unionmade Duration: 2 months
Original blog Shop in Shop: Monocle & Univers “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.”
Original blog
Monocle Summer Asia-Pacific Tour 2013 invitation
Photos from the event Shop in Shop: Monocle and The Stables “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.”
Original blog
Original blog Photos from the shop Shop in Shop Monocle and Sansiri (Bangkok) “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.”
Original blog
More on Verb More on Zcommunications
Shop opening invitation
Event photography
Monocle Magazine spread Advertisement promoting Monocle X Sansiri shop Pop-Up Shop Monocle and The Galleria
More photos here Monocle Events and Partnerships
Government, Airlines, Travel Monocle & Government of Spain Spain 100 Launch Party
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.
Original blog Monocle Escapist Spanish Tourist Office
Monocle Magazine, in conjunction with the spain 3 Spanish Tourist Office, has just launched the new the MOnOCLe esCapist comprehensive Monocle x Spain “Culinary Tour feast for the senses of Spain” guide. Written by Monocle’s gastronomy CULInarY toUr of sPaIn 1. 2. north of sPaIn CentraL sPaIn experts, the guide explores how to travel Spain Distinct culinary identities along Hearty helpings of jamón, Spain’s cultural, linguistic and geographic the green northern coast. cheese and spices. diversity makes itself felt in the country’s discovering its different cuisines– by best produce, up cuisine. Colourful, eccentric, world- renowned – and that’s the chefs, too – Spanish dishes straddle the line between and coming chefs, outstanding restaurants, gastro- a restless urge to innovate and a desire to respect time-honoured traditions. markets, and trends. So pack your spoon and dig into this gastronomic melting pot.
The event brought a slice of Spain to London by 3 4. 5. 6. CataLonIa and madrId VaLenCIa and mUrCIa andaLUCÍa barCeLona A melting pot of tradition, A rich food culture inspired by Moorish heritage Michelin star chefs Luis Veira from Arbore da Veira in Dishes are marked by centuries modern trends and fusion. ancient techniques. with modern flourishes. of sea-borne influences. 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.
More on Taylor Wimpey’s blog 7. 8. CanarY IsLands baLearIC IsLands A mix of Spanish dishes with Rich pickings from the Med. international flavours.
10. toP 10 ProdUCts Haven’t had your fill? Bring these delicacies home with you.
9. 11. WIne trends Raise a glass to If you’re the Spanish looking for winemakers. the next global food trend, chances are you’ll find it right here.
Monocle x Spain “Culinary Tour of Spain” Event poster Monocle & AkzoNobel Monocle Quality of Life Surveys
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.” On Monocle & Denmark Survey: While data-canvassing elements such as crime, “ “Monocle is one of today’s most influential media healthcare, state-funded education and business outlets reaching a global audience of trendsetters, climate remain the backbone of the Quality of Life opinion makers and business people, and we were Survey, it’s the “liveability assessment” that makes it flattered when earlier this year they presented the truly unique. Supplied by Monocle’s correspondents idea of doing a national survey on Denmark. The on the ground, intangibles such as commitment to outside look that Monocle provides on what our culture, closing time of bars, price of a good lunch and country has to offer is exiting indeed and I hope the proximity to seas, lakes and mountains can make all survey will intrigue and inspire Monocle readers to the difference to a city and those who call it home. find out more about Denmark.” Klavs A. Holm
More on Reuters
part of the magazine’s December-issue, covering everything from Denmark´s economy, society and transport to culture, architecture, agriculture, retail and urban- ism. Monocle Quality of Life Surveys Travel Guides 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.
Spain: A Monocle Travel Guide Covers
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 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.
More on ArchDaily
Monocle launched its new Quality of Life Conference in Photography: 2015. Over a sunny weekend in Lisbon we looked at Rodrigo Cardoso everything from architecture to media, with 20 panel- lists and an audience of 180 readers from around the FAST FACTS globe. We are already registering for 2016, when the 150 participants conference will take place in Vienna. $1300 Ticket price More on Monocle.com 3 Days 6 Government participants
Monocle Shop in Shop: Lisbon 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 Monocle Magazine Bonus ABC Global circulation growth abc.co.uk
We are here Jul-Dec 2015 80,187 total
Jan-Jun 2014 77,030 total
Jan-Jun 2013 73,867 total
Jan-Jun 2012 72,427
Jul-Dec 2011 68,917
Jan-Dec 2010 13,197 Appendix
Thank you! Notice: For comments or feedback This is the end of Part 1 of Mono- please email me. cle Marketing report. Stay tuned for Part 2.
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