Marketing + Communications

Marketing - advice to implementation

Marketing with added value.

You are convinced that your company manufactures products that are outstanding in terms of function and quality. Or as a service provider, you know that your teams shine with outstanding expertise, from development to customer support. What do your customers think about this? What do you expect from such products and services that are probably also available from strong competitors? Listen to yourself and your employees for the questions they all hear again and again in customer conversations. There are so many starting points that are fodder for your product marketing and that you need especially nowadays for digital marketing. If you let me, as an external marketing consultant, ask these questions, then there are often surprising findings that provide a good move against the competition. Have your marketing activities checked: How visible are you in the market and how can your (desired) customers be better perceived of your services. We do it for you!

We need this marketing advice!

We speak the language of your customers in industry and technology

Depending on your goals, we put together the marketing package.

Marketing plan

Based on a marketing strategy with sales and turnover targets, the marketing plan provides the concrete action plan with the bundle of marketing measures, when what is done or who and what can be reached with it:

    Active participation in trade fairs and specialist conferences Digital customer events and on-site dissemination of product information and service portfolio Special offer campaigns for customer acquisition and customer loyalty Special job campaigns for attracting new employees The heart where many threads come together internally and externally are directed, digital activities with offers, shops, apps, services, complaints, chat, specialist knowledge and specialist advice Supporting the corporate culture


Content Marketing B2B

Nowadays, content management and content marketing are very focused on the website, and the content has to be planned across the board for the various target groups and media. It is then necessary to implement it consistently and with consistent content. In the B2B segment, to be focused and effective - in the B2C segment primarily for cost reasons, because you can quickly get bogged down here and bury a lot of working hours. It is crucial to have a digital presence in the market, to be perceived as a relevant provider. Visibility on the Internet is the current magic spell just like SEO, i.e. search engine optimization. Who is on page 1 of the hit list on Google? As a content professional, you feel like a word stealer, because you notice that Google is a native English speaker, but still strangers with German. This has to be found out and skilfully circumnavigated in the context. This not only requires language skills, but also a great deal of product understanding and market knowledge. In industry, technology and engineering, a "mere" linguistic genius remains inefficient.

Digital Marketing

Digital marketing - the generic term for all web-based marketing measures. We no longer meet our customers face to face, but mostly only asynchronously. This means that we send useful information by mailings, video stream or podcast or we make it available on the website for retrieval. However, we do not know exactly whether and when a customer will access it or what conclusions he will draw from it. We only see the successes indirectly, for example by analyzing statistics about visitors and visitor behavior on our website or on Google My Business or in mailings. With online video meetings and digital workshops, I still get the most qualified feedback if I use all the options such as surveys, etc. That needs to be particularly well planned. This requires experienced experts - from planning and tools to moderation.

Website - construction and maintenance

"This is a nice website". How often do we all hear that. The "beautiful" hardly helps us at all, because beautiful usually means the visual such as colors and images. The web design is not insignificant for the first impression, but with a "just" pretty website alone I do not offer the visitor the self-explanatory navigation through my information world up to the product he is looking for. Not to mention that it will put me at the top of the list on Google. That is why a website needs to be well thought out in terms of structure and content, before it is filled with the purpose-relevant and above all substantially meaningful content such as texts, images, videos, downloads, etc. In order to be able to do this successfully in B2B companies, you have to know and understand the business and the market. The inexpensive intern and the nice working student cannot do that. With a fuzzy positioning you will not come in first place. Let the expert get to work, who knows marketing as well as industry and technology and thinks from the market and customer perspective. She then coordinates everything - in cooperation with a web designer, website provider and SEO agency.

Communication - advice to implementation

Communication promotes interaction.

"If nobody says what he has to offer or what he needs, then he cannot be helped." Before there can be an interaction, providers or buyers or employers or applicants must first communicate as a starting point what they have to offer or want to get from the respective counterpart. A product, a service, a job or something else. So we only come into contact, talk, or close a deal when we communicate and interact. That sounds so simple, technically it is too, but especially in the technical environment, human communication is often short and sweet. "Why should I explain that long. He'll understand that for itself." No, not everything is so obvious. If you don't like communicating yourself, get a communication expert to help you. But one who also understands her business - her range of services, her clientele and what sets you apart from the competition. Nice words alone are not enough to precisely position your innovative technical achievements.


We want this communication advice!

From information to interaction

Communication - variety of formats, media, platforms, events


Key question: Which communication media are efficient in terms of effort versus benefit?

Here the specifications of the communication strategy and communication measures go hand in hand. While the strategy specifies the direction, the communication plan shows specifically which media are used to reach which target groups. Based on this, the type and intensity of use can be determined and adjusted. This also applies to resources in terms of effort and costs. The results of the conversion - contact (internal / external), request for quotation (job, products), order - can be more precisely estimated with relevant experience in industries and markets. Here, an outside perspective provides a helpful correlative to avoid overestimating overestimates. And when it comes to the implementation in words, sound and images, the technical background, such as an engineering degree in technical branches, is a very helpful guide in addressing the recipient in a way that is appropriate to the recipient. The format and the content are simply finished faster and deliver higher responses.


benefits

    Structured, targeted approachRealistic estimate of effort and costsPractical experience when weighing all formats and mediaCross-over in the expertise of technology and communicationMore efficient cooperation with specialized agenciesRecipient-oriented approachHigher response

External communication media

    WebsiteVideos, livestreamsPodcasts, audio streamsCompany brochures / leafletsCompany presentationJob advertisementsPress releases and press portalsTechnical articles in trade magazinesLectures at trade congressesPresentations at trade fairs and exhibitionsCustomer days -hoc-notificationsAnnual reportFactory equipment | Business cards, stationery, notepads, promotional materials - ballpoint pens, Christmas cards, ...


Internal communication channels

    Employee magazineNewsletter / info mailingsIntranetBlack board on the wallRegular communication / meetingsWorkers meetingsCelebrations
We need your communication expertise!

Some references on marketing and communication

JBW GmbH - Munich

Products and engineering in electrical drive technology www.electromomotore.eu

    Conceptual and visual advice on website relaunch, including product database, editorial content management (German / English) and website maintenance in cooperation with website technology and SEO agency Madmen Online marketing direct marketing - advice on choosing the CRM tool, measures to promote sales by email -MarketingProduct marketing for products and engineering, digital and print Exhibition stand architecture and implementation of the exhibition stand at the SPS IPC Drives 2012-2019 in Nuremberg (2020 canceled due to Corona) Exhibition stand architecture, stand construction and implementation of the exhibition stand at the Motek 2013-2018 in Stuttgart Design and coordination of the exhibition stand at FMB-Süd 2017-2018 in Augsburg Corporate communication and press work concept, German / English text version and overall realization of this trade fair film

Municipal company AöR in Bavaria

Heat supplier

    Website - Draft design and structure, structure (together with web agency) and ongoing content management Continuous press work - local media, regional press Merkur and SZFacebook company website - structure and ongoing content management Citizens information event - agenda, presentations, room organization, moderation, briefings, resident information and acquisition by letter letters Customers - reading, changing board members, ... Various flyers, pop-up displays, information sheets, textile banners, construction site information and other analog and digital media - design and text Participation as an exhibitor / speaker at local events Information brochure for the municipality - design and text competitions

Electronic chassis systems GmbH (EFS) - Gaimersheim / Ingolstadt

Today a joint venture between AKKA Technologies SE and the VW Group - previously by the GIGATRONIK Group and Audi Electronics Venture GmbH: development partner for software development and integration. www.efs-auto.com

    Positioning as an engineering service provider and attractive employer Development of the corporate identity in the environment of strong joint venture owners Development of corporate design - logo, color world, image world - with the support of a graphic designer Planning website relaunch - draft design and structure (together with web designer), editorial content management

MERLIN Society for Microbiological Diagnostics mbH - Bornheim near Bonn

Developer and manufacturer of products for the automated identification and susceptibility determination of bacteria and yeasts in science and routine laboratories. Part of the Bruker Group since autumn 2017. www.merlin-diagnostika.de

    Management and marketing consultingIntroduction of product marketing, corporate communication as well as press and public relationsEvaluation of potential collaborationsConsulting and implementation of customer acquisition strategiesStoryboards for 5 films (both in German and in English) that show the MERLIN company at a glance as well as products and their application Appearance (2015) in cooperation with SpaceNet AGContent Marketing on facebook until 2019Post-Merger-Integration | Transfer of marketing materials such as product sheets, presentations etc. (2017)

MBtech Group GmbH & Co. KGaA - Sindelfingen

Today part of AKKA Technologies SE, then a subsidiary of Daimler AG - engineering and consulting services in the automotive industry, business segment MBtech electronics solutions (2005-2009, 2012-2013)
    Development of product marketing, later internationalization (USA, China) Introduction of professional public relations (trade press) as well as internal E / E newsletter Design and implementation of the new umbrella brand strategy, integration of existing product brands Post merger integration: - Subsidiary RMCtech - Product portfolio management, analyzes of customer structure, sales and turnover in international Market acquisition of Micron AG - sub-project management for marketing, internal and external communication

Frequently asked questions about marketing and communications

What is your question? I will be happy to answer them or ask in my partner network.

  • What do B2B and B2C mean?

    B2B means business-to-business. What is meant is the relationship between companies, i.e. a relationship between a provider and supplier to business customers and not to private individuals.

  • What does content marketing mean?

    Content marketing includes much more only the content-related text and image maintenance on the website. Content marketing starts with a strategic decision as to which key messages are chosen to position your company and its services, in order to then prepare it with the recipient-oriented formats and words for the respective purpose. Factual information for knowledge transfer, advertising for sales, emotional matters for brand awareness, facts for legal matters, etc. The most important keyword is always the recipient - how does he think and feel. So opposite poles like customer - applicant, B2B - B2C, beauty - technology, science - gaming, Germany - China, ...

  • What does digital marketing mean?

    Digital marketing refers to actions via digital communication channels and media. So not the printed flyer and newspaper advertisement, but addressing customers, applicants, business partners on the website, via mailings, social media, etc., i.e. using electronic instruments.

  • What does marketing include?

    The origin of the word marketing is interpreted differently in the USA than in Germany. While in Germany marketing is mostly equated with advertising, it encompasses much more, namely the entire marketing mix, traditionally the so-called 4 P according to Jerome McCarthy: product, price, placement (= distribution), promotion (= advertising). I like to talk about 8 P because positioning, people, processes and presentation (= appearance) are equally relevant in the marketing mix.

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