Archive for month: March, 2016
Event in Lübeck: Location based Marketing and Pricing
The event takes place on Wednesday, April 6, 2016 at 6:30 pm (Get Together), lecture starts at 7 pm in the Holiday Inn Lübeck, Travemünder Allee 3, 23568 Lübeck
Direct link to online registration
PDF registration form for download
“Why the price in retail is still the most important profit lever – and what can be learned from successful price champions.”
Professor Riekhof has been dealing with the great opportunities that lie in the implementation of intelligent pricing strategies for more than 15 years. He has conducted numerous empirical research projects and advises companies such as the Stadtbäckerei Junge from Lübeck, toom Baumärkte, SportScheck, Globetrotter and others on the topic of “Pricing”. His advantage: As a manager at Beiersdorf and in the Otto Group, he had to find the right price for many years and therefore knows pricing inside out.
“How retail can maintain close contact with its customers – and what role the smartphone plays in this.”
Professor Riekhof is not only a researcher, he is also an entrepreneur. With a small team, he founded a company at the university that deals with Location Based Marketing.
LBM? Short and sweet: Customers do not want to be “flooded” with advertising, yet they want to be supplied with incentives, benefits, coupons and location-based information on their smartphone. Trend increasing.
The challenge for retail: It must find ways to contact customers where they are receptive. This is BEFORE their own store, i.e. on the street, IN their own store, AT their own shelf. Prompt and location-based. Professor Riekhof’s research proves: Direct, location-bound messages sent to the smartphone have an extremely high relevance. These messages are read!
Professor Riekhof presents an interesting project to Lübeck’s retail trade, with which the effect ofLocation Based Marketing on sales and customer frequency can be directly measured. However: This model can also be extended to other business sectors, for example to the hotel and restaurant industry and numerous service companies.
Please register your participation at www.luebeckmanagement online registration.
The event is free of charge for members of Lübeck Management.
Non-members are very welcome to attend for a fee of € 25 (including welcome drink and snack). Please transfer the amount after registration to the account
Lübeck Management e.V.
Sparkasse zu Lübeck
IBAN: DE91 2305 0101 0160 0811 70
BIC: NOLADE21SPL – Keyword: Riekhof-Lecture.
Or you can use this event and become a member of Lübeck Management e.V. You will receive free admission to this event for a maximum of 2 people and two contribution-free months in the first year of membership. Interested? Choose the appropriate button in the online registration.
Source: www.luebeckmanagement.de
Has the automotive industry lost its interpretive authority on the internet?
“One of the biggest challenges for the entire automotive industry is therefore to regain information and interpretive authority on the internet.”
– Küster, S., in an interview with Sturm, A., Regaining interpretive authority, in: HORIZONT (25.09.2014), p. 87.
Content Marketing: Increasing the Relevance of Content!
“But for the entire industry, the publishing frequency must increase, the focus must shift away from product launches and the linking with social media and external content must be significantly expanded. In addition, the relevance of the content will increase through stronger personalization.”
– Küster, S., in an interview with Sturm, A.
