Tag Archives: Advertising

Rückblick – unsere populärsten Artikel des Jahres

8 Jan

Bevor wir uns den spannenden Marketingthemen des Jahres 2014 widmen, wollen wir noch einmal kurz auf unsere „Highlights“ des letzten Jahres zurückblicken. Welche Themen haben Sie am meisten interessiert?  Falls Sie einen Beitrag verpasst haben finden Sie hier noch einmal Ihre Top 5:


Unsere Topbeiträge des Jahres 2013:

  1. Slow Marketing – gut Marketing will Weile haben?
    Warum es sich auch im Marketing lohnt, sich etwas Zeit zu nehmen.
  2. Wie viel Marketing kann Ihre Personalabteilung?
    Marketingkenntnisse werden auch im Personalbereich immer wichtiger. Sind Sie vorbereitet?
  3. Facebook – not made for B2B
    Die Grenzen von Facebook im B2B Marketing.
  4. Heute schon jemanden begeistert?
    Kundenzufriedenheit ist die Pflicht, Kunden begeistern die Kür.
  5. SEO – what you need to know (Part 1 of 3)
    Eine einfache Einführung in die Suchmaschinenoptimierung.

Wir bedanken uns sehr herzlich für alle Kommentare und wünschen einen guten Start ins Jahr 2014. Weiterhin viel Spaß beim Lesen!

Autor: Christoph Grass



Size does not matter when it comes to great ads

14 May

Good advertising does not necessarily need big budgets. A good value proposition with a clear message paired with creativity can create great ads at an affordable price. When I’m visiting a city I like to have a close look at local advertising – especially of small businesses. These ads are often influenced by the environment they have been created in. You can feel the spirit of the city, the people, the landscape or local habits and humour.

These ads help you feel the “vibes” of the city. So I’m always happy to spot some good authentic local ads. Today I’m presenting a little piece of creativity and humour that promotes a small local business from Berlin: Tom’s Fritten. Tom’s Fritten is a small take-away restaurant in Berlin Mitte that specializes in homemade french fries.  They are proud of and famous for their fries.

This value proposition has been perfectly visualized in their ad (agency: unknown):

Toms Fritten AdReads: other french fries I put somewhere else…

Author: Christoph Grass


SEO in Action – Developing an optimised web page

23 Apr

You know what SEO is. You know why you need it.

But … how in the world does it actually work?

Let’s take a look at the basics of creating an SEO friendly web page. This example is all about ‘internal ranking’, that is, what you do ON your page.

SEO in action

SEO in action

SEO Basics: Establishing keywords

First, you know what you want to write about, so you need to define keywords that are ‘essential’ to it.

Words that you believe will be used by someone doing a web search on the same/similar topic.

On each page, try to use your keywords at least three to four times.

Top Tip: Don’t just brainstorm here, check out sites such as Google Adwords and find out what people are actually typing in when they search.

For this example, let’s write about how to ‘cheat at home repair’.

As such, some applicable keywords may include:

Not forgetting that if you’re more of a local business / market, include your area:

  • Home Repair Munich

Top Tip: Also, find keywords that are similar to the main one you want to use (a thesaurus will come in handy) and include them. This will help improve the chances of catching ‘searches’ that don’t include your main keyword but something close to it.

SEO Basics: Keywords in action

Okay, you’ve chosen your keywords, now it’s time to put them directly in your article – ensuring that the ‘main’ keyword is mentioned in the following areas:

  • Article Heading
  • Page title
  • Page URL
  • Content
  • Meta description.

But first, select the MAIN keyword or keyword phrase. The one you believe will be most searched for.

Let’s select: Home Repair

This is the two word phrase we want to ensure is repeated several times throughout the article – because our research shows that ‘home repair’ is the most searched term for our market.

Top Tip: When writing your headline, it is best to put the keyword at the front. For example: Home Repair Cheats for the Everyday Handyman

Then make sure your HTML tags are the same: <Title>Home Repair Cheats for the Everyday Handyman</Title>

Now let’s look at the body copy (content) you want to include:

“Welcome!  This site is packed full of simple tips and techniques that anyone can perform with the most common equipment.

This isn’t about ignoring regulations; it’s about using smart shortcuts that will save you money, time and energy.

 All while getting the job done right!”

Do you feel that that is okay for SEO?

Of course it isn’t, otherwise, we wouldn’t be here!

  1. … it actually isn’t long enough. Ideally you will have a minimum of 300 words – we’re only at 45. An optimum page size is 500-3000 words (content is king).
  2. … where are our keywords? Home repair isn’t even mentioned.
  3. … no headlines.
  4. … no images.
  5. … no links.

So first, let’s look at where to put our keywords and how to break it up so we include good, relevant headlines. I’ll bold every keyword so it’s clear.

DON’T FORGET: Make sure the page’s URL also contains the keyword! And ideally, start off with your keyword.

Start with a main headline that has a minimum of 40 characters. Note that headlines marked with <h1> and <h2> HTML tags are more effective:


Include a relevant <IMAGE> and make sure that its <ALT> tags contain your keyword / phrase. Basically, if the website doesn’t download your image or the browser image is disabled, the text within the <ALT> tags will be displayed. If possible, also link the image to a relevant page (or your or another site).

Home repair stressing you out? It doesn’t have to.

Welcome to Do- It-Yourself-Cheats.com, your one stop DIY location.

This home renovation site is packed full of simple tips, cheats and techniques that any home owner or renter can perform with the most common tools and materials.

This isn’t about home repair that ignores building regulations; it’s about using smart shortcuts and proven techniques when you’re doing some house remodelling. Home repair cheats that will save you money, time and energy.

Include a sub headline featuring the keyword(s):


In fact, for any how to project, Do- It-Yourself-Cheats.com gives you the professional how to knowledge you need 24 hours a day!

All direct from the real-world experience of professional handymen and women, inspectors, architects, builders, organisers and inventors. Not forgetting anyone and everyone with very clever DIY ideas that come with a healthy dose of common sense.

And all to help you get your home repair job done right!

Include another sub headline featuring the keyword(s):


You may also want to include another relevant <IMAGE> (again making sure that its “alt tags” contain your keyword / phrase).

Of course before we start on any home repair, there are a few things to keep in mind.

    • Sometimes the easiest fix is the most obvious. For example, if your lamp stops working, try the light bulb first, the power plug second, etc.
    • Make a list of all the people you may need in an emergency, handypersons, electricians, plumbers, etc.
    • Be reasonable with what you know. Do not attempt dangerous repairs and modifications without any experience – call the professionals.
    • If it isn’t familiar to you, don’t rush. The old saying measure twice, cut once is true for a reason, especially DIY home repair.

And let’s not forget your tools.

Make sure the tools you buy and use are versatile, portable, readily available and durable.

So before you start, make sure you have the essentials:

    • Screwdriver
    • Crescent Wrench
    • Channel-lock pliers
    • Pipe wrench
    • Hammer
    • Utility knife
    • Chisel
    • Power drill
    • Hand saw
    • Staple gun
    • Caulking gun
    • Tape measure

Okay, we can stop there… that’s a good 335 words, so just past our 300 word minimum.

One additional thing to consider is linking to other websites and/or within your own site. When linking, use keywords in the text of page links – this can help enhance your page rank.

Finally, you’re nearly there.

But before you post your page, let’s look at three things:

1.       Your Description Meta tag, which is used to specify page descriptions.

Search engines display the information you put into your Description Meta tag in their search results, making it very important. Especially if your result is right next to a competitor – your visitor will choose the one with the page description that they like most.

And yes, it should also have your favourite keywords!

Our example, embedded in our HTML, will look something like this:

<metaname=”description”content=”Home repair cheats for everyone wanting to save time, money and energy!”/>

2.       One keyword phrase for each page

This basically means it is best to not have every page (or post) use the same keyword / keyword phrase. So we would use ‘home repair’ only on one page. Our next page may use ‘do it yourself’ or simply get more specific ‘toilet repair’, etc.

3.       Keyword density

This is the measure of the ‘relative frequency’ of your keyword within the copy of your page. If you use ‘repair’ five times in a page with 100 words, your keyword density is 5%. Ideally you want to hit between 2 to 5 per cent. Too low the search engine may ignore the page, too high it may activate its spam filter.

In our example, our keyword (home repair) appeared 12 times (not counting variations), giving us a keyword density (for 335 words) of 3.60%, which is ideal.

And with that, you’re basically done.

At least until you start working on your External ranking!

Author: Paul Treleaven

7 Steps to Powering Your Brand

9 Apr

Your Brand.

It is what drives you and it’s what you stand for.

bright ideas

Powering Your Brand

It’s also what differentiates you from the competition (a point that cannot be underestimated as more and more similar products flood the market and competitors continue to innovate).

Your brand is the emotion behind what you offer.

This is significant because most, if not all decisions we make, are based on emotion.

That is why when you, your employees, partners and customers look at your brand, it is essential they have a positive emotional response to it. Because when you get it right the rewards can be enormous.

But there are a few things you need to do to help you get your brand there. And the first (let’s call it point 0) is to look at branding as NOT marketing (it’s far more than a new logo and exciting marketing campaign) but about meaning… about being able to truly answer:

  • Who you are.
  • Why you are there.
  • What you offer/do that is unique.
  • Why everyone should care (you, your employees, your partners, your customers).

So, let’s take a quick look at 7 things you can start thinking about today to help power your brand.


Your brand is your story and it is the one thing nobody else has. By being able to clearly and confidently answer ‘who you are’ you’ll find it far easier to build your brand and gather like-minded people along the way.

TIP: Consider asking your employees (and yourself) to write down their thoughts on ‘who we are’. You may be surprised by the answers.

2.      BE UNIQUE

Whether you produce or offer something that is truly unique or you do something unique with what others have, the point is simple… stand out, be different. By defining exactly what your business (and you) ‘really’ cares about you’ll have a true differentiator to build your brand around.

TIP: Ask yourself this question: What ‘verb’ is my business? If Samsung challenges and Google innovates… what does your brand do?


It will help build confidence and trust for your brand and ultimately, the more consistent your brand is, the more recognisable it will become and the more people will associate what you offer with your brand.

4.      STAY FRESH

Constantly look at what your consumers are doing and what they want. You can then find specific and appropriate ways to connect with them, such as investing in social media channels, new marketing strategies, offering new / updated products, constantly revisiting your brand strategies, etc.


That is, create a strong emotion. Consumers will remember your great story, your unique promise, far longer than a series of ‘logical’ bullet points highlighting the features of your product. Then make sure you stay consistent and ‘on brand’.

TIP: Seriously consider bringing in a dedicated ‘brand champion’ (chief brand officer) to oversee the day-to-day quality control/advocacy and innovation of your brand.


Closely identify your audience, their culture, their values, where they live (online and off) and even their language. Make sure you target your marketing at areas and in ways that have meaning to them.

Basically, be everywhere your customers are. If they use tablets, so should you, if they want Apps, develop them, etc.

TIP: Keep your brand marketing responsive and sharable, content-rich and relevant.


Ask yourself the following question: If you don’t believe in your brand, if you aren’t emotional about it, why should anyone else be?

As important as all the studies, data collection, strategic initiatives and a million other things you do to quantify and guide your brand, it all needs your… and every single employees’… passion to truly work.

If you find you aren’t able to (or cannot) show emotion and excitement when talking about your brand, you need to sit back, take some time, and focus on what you truly care about. Then rework that back into your brand. Give everyone a reason to believe.

Powering your brand doesn’t mean throwing out what exists, it means giving true focus and time to the things that are important and that will build brand recognition and insistence – while removing or changing what is not resonating with you or your customers. Because by building the value of your brand, you’ll also be building the long-term value of your business.

Author: Paul Treleaven

Das kann sich nicht jede Marke leisten… aber hier passt es :-)

6 Sep

Imagepflege einmal anders. Mit der richtigen Prise Humor und einem sehr gelungenen Motiv ist hohe Aufmerksamkeit und Schmunzelfaktor sicher. Bei anderen Marken kann das schnell in die Hose gehen aber hier passt es…Prost! Anzeigenmotiv für Astra

Die Kampagne stammt von der Hamburger Agentur Phillip und Keuntje. Well done!


Wo laue Werbelüftchen wehen…

16 Aug


In Salzburg kann man derzeit diese gelungene Plakataktion mit dem gewissen Etwas bewundern. Passend zur Festspielzeit wird das “kleine Schwarze” mit einer Kombination aus Plakat und angehefteten Röckchen beworben. Sorgt für Aufmerksamkeit und Lächeln!

Zalando – Marketing zum Schreien?

2 Mar

Wer kennt sie nicht, die Zalando TV-Werbung mit schreienden Kunden, Postboten und Talkmastern. Schon aufgrund der hohen Zahl der Schaltungen gibt es kein Entrinnen. Die Spots variieren regelmäßig die gleiche Grundidee und enden immer in einem Schrei. Das führt zu hoher Wiedererkennung und erreicht wohl auch die von Zalando erwünschte Aufmerksamkeit. Immerhin hat es Zalando in sehr kurzer Zeit zu sehr hoher Markenbekanntschaft gebracht. Doch leider haben die Spots auch noch einen unangenehmen Nebeneffekt. Sie gehen durch Ihre Penetranz sehr schnell auf die Nerven.

Diese Penetranz scheint sich wie ein roter Faden durch das Marketing von Zalando zu ziehen. Besucht der interessierte Kunde den Online-Shop und sieht sich um, so wird er in den folgenden Tagen von Zalando verfolgt. Im konkreten Fall hatte ich bei Zalando nach Unterwäsche gesucht und diese dort auch eingekauft. Egal auf welche Internetseite ich anschließend auch surfte, meine Unterhosen waren bereits da. Zalando setzt – wie andere Onlineshops (z.B. Ebay und Conrad Electronic) – auf Retargeting. Dieses Marketinginstrument erlaubt es Interessenten, die im Internet nach etwas gesucht aber nicht eingekauft haben, mit entsprechenden Banneranzeigen zu verfolgen. Dieses Instrument erfreut sich bei Onlineshops einer steigenden Beliebtheit, birgt aber die Gefahr, vom potentiellen Kunden als nervend empfunden zu werden. Wer wird schon gerne von seinen Unterhosen verfolgt? In Haushalten mit mehreren Nutzern des gleichen PC’s kann das zu interessanten Situationen führen. Auch Datenschützer sehen das für Retargeting notwendige Tracking der Internetnutzer sehr skeptisch. Spätestens jedoch mit erfolgtem Kauf sollte die Verfolgung eingestellt werden. Mein Bedarf bzw. Verschleiß an Unterwäsche ist begrenzt.

Doch damit nicht genug. Nach erfolgtem Kauf erhält man in schöner Regelmäßigkeit Emails von Zalando mit dem Betreff „Ihre letzte Bestellung“ oder Variationen davon. Der durch diesen Hinweis alarmierte Kunde öffnet die E-Mail in der Erwartung, dass irgendetwas mit seiner letzten Bestellung nicht stimmt. Er stellt dann aber schnell fest, dass es sich lediglich um eine Zalando-Werbeemail handelt. Spätestens wenn man das zweite Mal darauf reingefallen ist beginnt man sich zu ärgern.

Diese Werbeemail hat – wenn überhaupt – nur bedingt etwas mit seiner letzten Bestellung zu tun. Es werden andere Produkte angeboten, die Kunden auf Basis Ihrer letzten Bestellung gefallen könnten. Die Empfehlungen basieren auf einer Analyse der Einkaufshistorie des Kunden und den Einkäufen anderer, die die gleichen oder ähnliche Produkte gekauft haben. Diese sogenannten „Recommendation Engines“ sind grundsätzlich sehr sinnvolle Marketinginstrumente zur Umsatzsteigerung und werden – sofern richtig eingesetzt – sogar von Kunden geschätzt. Bekannt wurden sie durch Amazon oder Apple ITunes. Die Qualität der Empfehlungen hängt allerdings sehr stark davon ab, wie viel man bereits über den Kunden weiß. Auf Basis einer einzigen Unterhosenbestellung lassen sich nur schwer valide Empfehlungen für den Kauf von Schuhen oder Pullovern geben. Deshalb sollte man das auch besser so lange lassen, bis man genügend Informationen gesammelt hat.

Zalando befindet sich auf einem sehr aggressiven Expansionskurs. Diese Aggressivität spiegelt sich (leider) auch im Marketing wider. Schon mit Blick auf die Profitabilität sollte Zalando langsam umdenken. Es gilt die gewonnenen Kunden zu halten und nicht mit derartigen Aktionen zu verprellen. Sonst war das „Ihre letzte Bestellung“.

Autor: Christoph Grass


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