In cooperation with StadtRad Hamburg, UNICconsult carried out a location-based marketing project in April and May 2016. The project involves situation-specific communication of local mobility offers. The findings that could be gained from this will be presented in Hamburg on Wednesday, June 29, 2016.
If you are interested, please contact: info@nullunicconsult.com
Prior to his lecture at the 6th Göttingen Marketing Day on November 11, 2016, Professor Riekhof conducted an interview with Mr. Christian Rauffus, the CEO of Rügenwalder Mühle.
Prof. Riekhof: In the FMCG sector, the brand is of crucial importance. Many of your competitors are international corporations and perhaps even global players with corresponding market power and corresponding marketing budgets. How can a rather medium-sized family business assert itself there?
Christian Rauffus: That’s quite simply answered: As well as possible!
We cannot use more resources than we have, and these are scarce enough. It helps if you pay attention to the quality of communication, and the fact that we are a family business certainly helps us, especially compared to the so-called “global players”.
Prof. Riekhof: You also take unusual paths in your marketing activities. I’m thinking of the YouTube video on the subject of “sausages without sausage water”, which has gained some popularity. How do such ideas come about, how are they implemented, who is the internal driver for these activities?
Christian Rauffus: Communication on the Internet is always a bit “stranger” than on TV. We work with our own well-staffed marketing department in-house. But we also have external consultants for various jobs on these topics. Good ideas don’t always come from the same corner.
Prof. Riekhof: Rügenwalder has recently also been relying on vegetarian products. Can the brand, which is very strongly associated with meat and animal products in its roots, cope with this? Does the consumer understand and accept this?
Christian Rauffus: You’re talking about brand stretching – first of all, I have to say, the consumer understands and accepts this surprisingly well. Anyone who can make good sausage from meat can also do this from plant-based raw materials. The processes for refining animal and plant protein are very similar. We have expertise in the processes, in the seasoning and in all technologies that are necessary to make sausage, whatever it is made of.
In my opinion, consumer acceptance currently comes primarily from the fact that vegetarian products are still classified as meat substitutes in the minds of consumers. Whether this remains the case remains to be seen. In a study, “Veggie” for the consumer is what is normally made of meat, not vegetables, fruit, bread or the like, which is never made of meat. When the consumer is looking for “Veggie”, he often and predominantly looks for meat substitutes.
Prof. Riekhof: How important are social media channels like Facebook and YouTube to you? Do you even meet your core target group here? Or do your customers rather read HörZu?
Christian Rauffus: I suspect you’re also asking a bit about the age of our customers. Without a doubt, our Veggie customers are more female and younger than our sausage customers – something has shifted there. We don’t have a core target group for food. We completely stay out of the “meat/not meat” argument and strictly avoid the sometimes ideological statements on the subject.
Social media compared to TV is also more or less suitable for different types of communication. There is still no substitute for a TV spot in the interplay of the various tools used for brand management.
Prof. Riekhof: How is the marketing budget distributed across the various channels and what will this distribution probably look like in 3 years?
Christian Rauffus:
70% TV
15% Online & Social Media
15% Print & Cinema.
Prof. Riekhof: Thank you very much for the interview.
Now mark the date and register at:
Registration for the 6th Göttingen Marketing Day
The event series “Göttingen Marketing Day” offers the PFH Private University of Göttingen a platform for information, encounters and exchange.
You can find the save-the-date flyer for the event here.
The initiator and organizer of the Göttingen Marketing Day is Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH Private University of Göttingen.
Here is an excerpt of the program that awaits you:
What the secret of success of the Hornbach campaigns is, which rarely miss their viral effect, will be revealed by the Agency Heimat. Rügenwalder owner Christian Rauffus explains how Rügenwalder operates integrated marketing with the sausage madness and other campaigns. Salesforce is an expert in cloud-based CRM solutions. Germany boss Markus Reischl explains the Salesforce marketing strategy, which generates a worldwide growth of $1.5 billion annually. From Caribbean feeling back to the roots – Thorsten Schwenecke provides insights into the radical repositioning of the successful brand Bacardi. These and other best practice examples from high-profile speakers will give you impulses for entrepreneurial marketing practice in the 21st century.
The following topics have been on the program so far:
Social Media Marketing | Brand Naming | B2B Branding | Global Product Management | Predictive Markets | Behavioral Targeting | Online Advertising | Customer Insights | Live Entertainment | Low Budget Marketing | Cross Channel Retailing | Viral Marketing | Shit Storms in the Social Web | International Retail Strategies | Repositioning strategies of successful brands I Marketing 3.0 – What makes brands credible
The complete program and further information on the Göttingen Marketing Day can be found at https://goettinger-marketingtag.pfh.de.
The GIS inauguration ceremony takes place on Thursday, 23.06.2016. Prof. Dr. Hans-Christian Riekhof gives a guest lecture on the topic “Why Marketing in B2B Business is often underestimated – and how LBHE Marketing (low budget high efficiency) works”. as part of the inauguration of the new premises of the Society for Information Systems (GIS) in Hanover at 18:00.