Persönliche Erfahrungen aus der Praxis

DEVELOPING THE (OMNICHANNEL) MARKETING- AND PR-STRATEGIES (Deutscher Text folgt in Kürze)

In the past 20 years I was never in the situation that my brands could afford big-spending marketing. I consider that luck, because innovation rarely results from abundance, but rather from lack of resources. As such I learned how to create stories that catch people´s attention, that create a word-of-mouth and spread admidst noise. And, most important, that are emotionally compelling and meaningful for the brand. I learned how important it is to create a tight integration between marketing and PR communication - which is often organized in separated departments in larger organizations. Even more, you have to ensure engagement of strategy, sales and product management as well into the process of developing the right go-to-market communication strategies for your brand and products.

Even some of the big brands still believe that winning a design award and issuing a press-release is relevant for any of the customers. My experience is that this might be emotionally rewarding for the teams - but it is almost entirely irrelevant for creating social relevance.

The focus of the past in premium, luxury and lifestyle was to create the right advertisements, with a big emphasis on print media. These times are gone. With the arrival of the millenial generation, riding the digital social-media waves, classical big-spender approaches need to be critically reviewed. With the substantial advances of Artificial Intelligence / Machine-Learning-supported Social-Media Listening and Analysis capabilities, some of the marketing machines that were only based on intuition and creative-director´s gut-feeling suddently turn out to be steam machines with rather low levels of efficiency. It is about time to re-invent your approach to marketing and PR-communication. An exciting adventure where I can bring a lot of experience, insights, creativity and analytical challenging to the table. Let´s listen to your customers together and make sure we in this virtual new world to keep emotionally in touch,