Why spend big money on advertising when you can create communications tools that boost credibility company and improve sales?

Every company needs credible communications, whether externally with its customers, suppliers, shareholders and/or consumers, and the media, or internally with its employees or within a selected management group.

Some companies use their own inhouse departments to produce all their communications tools. The risk in doing this is that the communication is perceived as biased. This has encouraged an increasing number of companies to rely on external help to transform their messages into professional, relevant and interesting information. This is Bamboo's area of expertise.

Bamboo serves as a consultant, providing different types of communications tools in cooperation with its clients, among them customer magazines, internal magazines and newsletters, image publications, translations, financial information and web-based content. We use a journalistic approach to ensure that the information is more accessible and credible.

Bamboo's business is not advertising; it is a part of public relations.

"An advertising message is perceived as one-sided, biased, selfish and company-oriented, rather than consumer-oriented," write consultants Al and Laura Ries in their book The Fall of Advertising & the Rise of PR (Harper Business).

"Wherever we look, we see a dramatic shift from advertising-oriented marketing to public-relations-oriented marketing," they add.

You can't really build a brand or a customer relationship through advertising alone; you need PR to make it trustworthy.

Think of some huge global brands, such as Starbucks, The Body Shop, Viagra, Amazon.com, Yahoo!, Microsoft, SAP, etc. All these brands were built with virtually no advertising at all. After a brand has been created by publicity, advertising can be used to maintain awareness.

A customer magazine created with a journalist's eye is one of the most credible business communications tools. Rather than trying to reach a target group through big advertising campaigns, which may win awards within the advertising industry but do little to improve a company's image or bottom line, a customer magazine can be sent to current and prospective clients, providing them with enjoyable reading and valuable information.

A customer magazine can also be sent to trade journals, business magazines and newspapers in the confident knowledge that editors will take the information much more seriously than they do advertising.

And we know what we are talking about; several Bamboo employees have worked previously as journalists.

We make your company's best stories come alive.

Jan Hökerberg
Managing Director
jan.hokerberg@bambooinasia.com