Authority also cut costs in half, by creating guides in-house

CROYDON, U.K. – 19 May 2009 – According to a new case study published today, Zmags customer Atlantic City Convention & Visitors Authority brought digital collateral creation in house and cut costs in half while improving downloads and click-through rates for its visitors’ guides.

Zmags helps marketers engage customers through Interactive Collateral Management (ICM), a means to digitize and deliver interactive documents to customers, and then measure reading behavior. Zmags’ subscription-based software can be used to share any type of collateral online – including brochures, catalogs, magazines, direct mail and other business documents – to help marketers lower production costs, increase reach and generate more revenue. Zmags customers span multiple verticals – such as retail, manufacturing, travel, and healthcare – and include companies such as 3M, Chevrolet, IKEA, Microsoft and Volkswagen.

The vibrant oceanfront community of Atlantic City, NJ, U.S.A. attracts more than 30 million visitors annually who enjoy its world-class casinos, beaches, shopping, entertainment and golf. According to April Clark, senior manager of emarketing at the Atlantic City Convention & Visitors Authority, her team sought to create and publish its primary marketing tool – its visitors’ guides – in house, after outsourcing them for many years. They wanted an in-house solution that would enable them to maintain fast download times while adding rich media, and to track readership stats so they could report back to members/advertisers.
 
The team ultimately selected Zmags’ self-service ICM solution, which now enables them to easily create and publish professional-looking digital collateral featuring engaging rich media. “Within just a few hours, we felt very fluent with Zmags,” said Clark. “Within a couple of days, we’d created our first Visitors Guide. When we used to outsource, it took a month and cost twice as much.”

Authority finds video doubles page views, increases click-throughs by 5-10x
Detailed analytics available within the Zmags software have helped the Authority determine which pages and which specific content produce the best results, so it can improve content. For instance, Clark and her team have learned that adding video doubles page views and increases click-throughs by 5-10x – prompting them to add more video content to guides.

Overall, in less than one year, the Authority’s new digital guides have earned over 16,000 visits; 300,000 page views; and 35,000 click-throughs – even as production costs were cut in half through using Zmags.

Jens Karstoft, CEO of Zmags, says marketers should take note of the Atlantic City Convention & Visitors Authority’s experience. “Customer expectations are very high – static pdfs no longer cut it,” said Karstoft. “The Authority’s innovative use not just of digital collateral but of embedded rich media is a terrific model for marketers seeking to take their collateral to the next level without blowing their budgets.”

To read the full case study, visit http://www.zmags.com/composite-890.htm. For more information on Zmags and a free trial, visit http://www.zmags.com/US-Free-Trial.html.