The world of sound and hearing
Someone who has been diagnosed with a hearing problem waits on average between five and seven years before purchasing a hearing aid. Lapperre’s challenge is therefore to accompany prospects during their long customer journey and, once they become customers, to confirm them in their choice and emphasise the importance of follow-up and guidance.
In early 2014 we transformed Sonar (ex-Lapperre Magazine), which focused on the products and expertise of the ‘Belgian number 1 in hearing aids’, into a magazine in which personal experience, identification and community-building are key.
Stories that resonate with both potential and existing customers predominate. We explore the wondrous world of sound (and silence). Hearing loss is irreversible so how can you protect your hearing? What solutions does Lapperre offer? What is the customer’s opinion? And in what ways can a hearing aid improve your quality of life?
A quarterly customer magazine built around three editorial themes: ‘ear to the ground’ (awareness/prevention), ‘hear better’ (expertise) and ‘speak up’ (testimonials/community-building). This printed magazine is complemented by an e-magazine for potential customers, with the focus on prevention/awareness and expertise. The e-magazine can be personalised or segmented based on the customer journey.