Customer magazine puts the spotlight on your hearing

The challenge

It takes an average of 5 to 7 years for someone who has been diagnosed with a hearing impairment to purchase a hearing aid. Lapperre’s challenge is to lower the bar for potential customers. The ‘number one in hearing solutions’ therefore aims to inform them as well as possible about its products, service and expertise. Preventive tips to protect your hearing and recognisable testimonials by Lapperre customers can also bring people with hearing problems on board.

Our solution

Bold & pepper has been handling Lapperre’s customer magazine since 2013. At the end of 2018 we gave the magazine a thorough makeover and a new name: ‘Salsa’ instead of ‘Sonar’. The aim is to provide duration to a broad target group: not only older people with hearing problems, but also younger people who want to better protect their hearing. That is why Salsa features a clear, recognisable magazine structure. We guarantee a pleasant reading experience by alternating longer articles with short items.

In addition, we offer a nice balance between text and image, between serious and more light-hearted subjects:

- brief news in which we discover the wonderful world of sound;
- interviews with audiologists to focus on Lapperre’s expertise and its network of hearing centres;
- testimonials by Lapperre customers to stress that people with hearing problems are not alone.

The result

Salsa is published quarterly, in both Dutch and French, and is distributed throughout Belgium. Circulation is around 140,000 copies. A Luxembourg version of Salsa is also published twice a year. The magazine is free and is home-delivered to (potential) Lapperre customers. Purely tailored to Lapperre prospects, a digital version of Salsa is also available.

In order to determine whether Salsa/Sonar reached its goals, Bold & pepper launched the Custometer at the end of 2016, at Lapperre’s request. The Custometer is a broad, independent reader survey that takes place through an online questionnaire. Sonar/Salsa exceeded all expectations. There is a very clear positive perception of the Lapperre brand. Readers give the magazine an average score of 8.4 out of 10. No less than 83% of respondents are fairly satisfied to very satisfied with Lapperre’s products and service.