Case study: Plan B
Plan B was one of the first agencies to join the Instant Magazine partner program. Today, digital publications account for 30% of their annual sales, and they expect this number to grow to 50%. How did they get there? We interviewed co-founders Bart Verburg and Serge Piepenbrink to find out.
What made you decide to work with Instant Magazine?
We started as a traditional design agency, but over the years the number of print jobs we were getting began to sharply decline — both the number of assignments we received and the number of issues our clients wanted. As the number of issues we produced went down, our price per issue had to go up, and as a result many of our clients began looking for a sustainable alternative.
Switching to digital publications turned out to be the best solution. Not only are they cheaper to produce, but there are so many more technical and creative options available than in a printed publication.
And that's why, back in 2013, we were one of the first agencies in the Netherlands to adopt Instant Magazine. We introduced the platform to all our existing customers, and also use it to showcase our creativity and experience for new potential clients.
Why did you choose Instant Magazine as your solution?
The people at Instant Magazine are both skilled and helpful. We felt good about our cooperation from the get-go. Daan, the co-founder of Instant Magazine, has repeatedly made himself available to explain to our clients how the platform can help them achieve their goals. Besides this, the platform itself is easy to use and produces fantastic publications. The rates are also reasonable and allow us to take on even relatively small assignments.
Digital publications already account for 30% of our revenue and, if the trend continues, half of our revenue will come from digital publications and related services in a couple of years.
How has Instant Magazine changed the way you do business?
Instant Magazine has really changed our strategic course. We're increasingly focused on producing digital publications. And in addition, we provide many complimentary services like data analysis of client publications, setting up social login integrations and developing complete white papers. Our expanded offering is resulting in more and more sales. Digital publications already account for 30% of our revenue and, if the trend continues, half of our revenue will come from digital publications and related services in a couple of years.
How has switching to a Partner License helped you?
The special marketing and sales training we received was very valuable to us; it broadened our knowledge and streamlined our collaboration with Instant Magazine specialists. We are now better equipped to nail down our customer's concrete problem before we actually develop a publication. In addition, we can now directly provide Instant Magazine licenses to our clients through Plan B. This strengthens cooperation with our clients and helps us build lasting relationships.
Our strength is that we are very creative and know how to present our clients' corporate identities with both imagination and consistency
How do you see future collaboration with Instant Magazine?
We're excited to move forward with Instant Magazine, knowing that the platform will continue to develop and improve. Our strength is that we are very creative and know how to present our clients' corporate identities with both imagination and consistency. And so we're eager to touch base with other agencies wanting to start with digital publications. Perhaps we can work together to develop even better publications for our customers.
An example of Plan B's work
Plan B has created tens of digital publications for several customers. Want to see their work? Check out this publication, created for Forbo, by Plan B.