New methods

Product- and service-offerings become more transparent and exchangeable. Why? Because the competition becomes more international and interconnected (for example because of the internet). Globalised processes, networked stake holders, medial sensory overload and declining perception are a few examples showing that brand- and communication-decision makers need to break new ground.

Changes

Increasing sensory overload and decreasing perception

The globally increasing sensory overload leads to decreasing perception of (advertisement-) messages.

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In average, the daily media consumption is around 10 hours* and more than 50'000 TV-spots are broadcasted. Furthermore, advertising messages in other media are constantly increasing as well.**
* Source: ARD/ZDF
** Source: ZAW-Jahrbuch Werbung 2006

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Answers

Relevance credibility and emotion

We analyse the interests as well as he media use of your target group. According to your company- and brand-values, we elaborate the themes suitable for a credible communicative use.

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In a dialogue with you we develop the measures that carry your message to the target group building up positive emotions: sympathy and preference for your product.

Our working process

To identify relevant themes

As an independent consultant, we try to identify your values that drive your company as well as your clients in a first step. From there, we develop the theme - the content - that is of interest for your clients and matches your brand.

Our activation model

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Changing media use

An interconnected world changes the media use. The different profiles diverge strongly: While elderly target groups rather can be reached via printed media an TV, the younger target groups are more likely to use the internet, mobile media or to visit events.

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Accordingly, since 2001 the proportion of internet users older than 14 years has increased from about 35% to over 60%. Meanwhile the circulation and reader figures of print media have further decreased. A research study in the USA** shows that 43% of the TV audience is talking on the phone or reading the paper while watching TV. Because of these facts, the wastage of classic campaigns reaches a new level.

** Perception: What do people do while they...

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Medialisation of the content and increase of brand-value

In the course of the medialisation of a topic, we also consider the media use of the consumer. We look for and / or raise data about the relevant target group – data that characterise the people and their values. That way, we identify the most effective communication cannels.

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In highly competitive and transparent markets, differentiation towards the competitors can be achieved either via price or via emotional and customer orientated positioning. In this case, key to success is relevant content. A process orientated communication strategy allows an orientation towards key performance indicators (KPIs) in order to generate company- and brand-value.

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New role of the consumer

Today’s consumer is interconnected through all channels, activ and well informed. This is confirmed by the increasing relevance of events and peer-to-peer movements among young people as well as among adults.

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Relevant community platforms like Facebook, MySpace, Xing or Twitter are usually mentioned first, when discussing about networking. But also established Communities and active people are interconnected, a fact that is often forgotten.

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To establish and to cultivate communities

From our point of view, communities are not established and cultivated only through credible and authentic online measures. Moreover, our working process comes into action here: starting with the clean analysis of a topic and identifying established networks in this process, validating these networks in regard to the brand values and / or parallel establishing new communities.

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In a interconnected world, credible and authentic communication with communities is basic for a successful medialisation of content in the editorial as well as the promotional field.

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