It's safe to say that the fact that vtwonen grew into the second fastest-growing brand in the Netherlands can be attributed to its cross-media effectiveness.
In addition to the magazine, there is an event, a web shop and a TV programme. vtwonen also entered into an exclusive marriage with the decorative DIY retail chain Karwei. Ard Siekerman, Sanoma's Dutch brand director Home Deco, and manager category management Ronald Erftemeijer from Karwei tell the story.
"We also started producing TV programmes on SBS6 about 18 months ago, growing our brand audience from two to four million people"
"Rather than getting in each other's way we reinforce one another in terms of communication power and positioning"
How did you shape the collaboration?
Erftemeijer: In working together we listen to each other with open minds and exploit one another’s knowledge and expertise. We combine design and communications with retail and product knowledge. And it just keeps getting better; initial successes have already been booked and it can only improve.
"For us it’s all about brand experience and it’s important for us both that we sell many things"
What new products will come off your drawing board this year?
Siekerman: We have high hopes for the garden furniture line created by our stylist and the Karwei crew. This really is a product line that we have created together and one that we are really proud of.
Erftemeijer: It's very exciting. You can invest significantly in such products, but that's the fun of the game. Expectations are running high.
Vtwonen also started producing TV programmes on SBS6.
And what's in the pipeline for TV?