The PFH Göttingen invites you to the first Göttingen Alumni Day on 17. and 18.11.2017. Prof. Riekhof will give a lecture on trend research at 10.30 a.m. on 17.11. The day offers much more.

09.11.2017 │ Göttingen Alumni Day with Trend Research Lecture

/in /by

The Göttingen Alumni Day is being held for the first time on 17.11. and 18.11.2017 by the PFH Göttingen. At 10.30 a.m. on 17.11., Dr. Hans-Christian Riekhof, Professor of International Marketing at PFH, will give a lecture on trend research. He will discuss the technological developments we should expect.

The idea behind the Göttingen Alumni Day, as summarized by Prof. Dr. Frank Albe, President of PFH, is: “Networks are becoming increasingly important – and not just since the advent of digital channels like LinkedIn, Xing or Facebook. Let’s continue to develop our personal PFH network!”

Started in 1995, the PFH Göttingen now counts over 4000 alumni 22 years later. The first Göttingen Alumni Day is aimed at them, to which the PFH invites on 17 November 2017. The shared study time is a phase of life in which personal contacts are made, important experiences are gathered and responsibility for one’s own successes and failures must be taken.

Dr. Hans-Christian Riekhof, the first appointed professor of PFH, together with the PFH President Prof. Dr. Frank Albe, initiated this day. They were able to win seven alumni of the management courses from the graduation years 1999 to 2014 for the design of the program. They will report on the challenges of their current professional responsibility, but also provide insight into the course of their very different careers: founder – entrepreneur – manager.

Everything about the program, the speakers and registration can be found at the following links:
pdf-Flyer
www.pfh.de/veranstaltungen/goettinger-alumnitag

 

Event location:
PFH Göttingen
Weender Landstraße 3-7
37073 Göttingen

Date:
17. 11. 2017
(Start with get-together and breakfast at 9.30 a.m.)

18.11.2017
PFH breakfast: Insights into university development at 10.00 a.m.

 

 

Prepare now for the 2018 pricing round! The last pricing seminar of the year with Professor Riekhof in Hamburg will take place on 05. and 06. 10.2017. There are still a few places left. You can register here!

05./06.10.2017 │ Hamburg – Last Pricing Seminar of the Year

/0 Comments/in /by

Prepare now for the 2018 pricing round! The last pricing seminar of the year with Professor Riekhof in Hamburg will take place on 05. and 06. 10.2017. There are still a few places left. You can register here!

One of the biggest profit levers is still the price. However, using price as a strategic lever for more value creation requires a long-term concept. In this seminar, participants learn to formulate the building blocks of a long-term pricing strategy, to check the processes of pricing, not to leave price communication to chance and to introduce effective price controlling. Case studies and practical examples are used to examine how companies build high price competence instead of getting involved in every price fight.

You can read here how participants judge this very practice-oriented seminar.

The Marketing Club Göttingen invites you to the lecture by Prof. Riekhof at the Göttingen Hotel Freizeit In.

10.10.2017 │Göttingen – Lecture “Concepts for Higher Value Creation through Intelligent Pricing Strategies”

/in /by

In many companies, marketing is primarily about two aspects: On the one hand, brand and corporate communication, on the other hand, product management. Pricing is too often of secondary importance. However, the price is a very important factor for profit maximization – and also for customer satisfaction. It is important to determine the price for an offer that corresponds to the customer’s appreciation.

“Studies show that the potential to increase prices is greater, the more the value created for the customer is included in the price determination. Pricing is the most underestimated marketing tool in practice”, knows Prof. Dr. Hans-Christian Riekhof. Using price as a strategic factor for more value creation is used little by decision-makers in marketing and sales.

Prof. Dr. Hans-Christian Riekhof will speak about pragmatic ways to a successful pricing strategy on Tuesday, October 10, 2017 at 7:00 p.m. in Göttingen at the Hotel Freizeit In. The Marketing Club Göttingen as the organizer asks for registration by October 4, 2017 at the latest.

Date of Prof. Riekhof’s lecture:
Tuesday, October 10, 2017
7:00 p.m.
Get together from 6:30 p.m.

Location:
Hotel Freizeit In, Dransfelder Straße 3, 37079 Göttingen

Only a very small part of companies have so far developed a content marketing strategy. What are the success factors? Our empirical study is now available for download.

Content Marketing: The Brand as a Media Event

/in /by

Content Marketing: The Brand as a Media Event.

An empirical study by Prof. Dr. Hans-Christian Riekhof, PFH Göttingen 2017

Lecture on March 21, 2017, Marketing Club Hannover
Prof. Dr. Hans-Christian Riekhof, International Marketing, PFH Göttingen 2017

Content Marketing means inventing or discovering exciting stories for a brand or a company, staging and preparing them and ensuring their distribution, especially also in the media. What is behind the underlying idea of communicating without selling?

A very small part of companies have so far developed a content marketing strategy or use a corresponding concept paper. Content Marketing is not so new at its core. Are the potentials already exhausted? What goals are pursued with it? What expectations are associated with it? The present study report provides insight into the success factors.

You can learn more in the complete study, which you can download here .
Wie gehen bekannte Unternehmen mit dem Thema Preisanpassungen um? Welchen Aufwand betreiben sie bei Preiserhöhungen und Preissenkungen? Und wie gut haben Sie, liebe Leser/innen, Ihren Preisanpassungsprozess im Griff?

Pricing-Newsletter No. 8 (2017): Put Your Price Adjustment Process to the Test

/0 Comments/in , /by

Wie gehen bekannte Unternehmen mit dem Thema Preisanpassungen um? Welchen Aufwand betreiben sie bei Preiserhöhungen und Preissenkungen? Und wie gut haben Sie, liebe Leser/innen, Ihren Preisanpassungsprozess im Griff?

Jetzt kostenlosen Zugang erhalten zu allen unseren Pricing Studien, zu unseren Pricing News und zu unseren mehr als 70 Pricing-Newslettern, mit denen Sie zum Pricing Experten werden können.

The GFM News, the online industry magazine for Mobile, Location and Commerce, picks up Prof. Riekhof's study on location-based marketing campaigns.

GFM News: How much does the trade cost LBM campaigns?

/in /by

It is now clear to many retailers that location-based marketing enables customers to be addressed directly and with high relevance. A survey now wanted to find out how much the retailers are willing to spend on it.

Thanks to mobile devices, customers can be reached almost anywhere. At the same time, the current location of the user can be determined via the devices – which offers marketing new opportunities for communication. According to studies, location-based advertising has a higher relevance compared to messages that are not related to the consumer’s location. For retailers, this channel is therefore of great interest. Dr. Hans-Christian Riekhof, Professor of International Marketing at the PFH Private University of Göttingen, now asked the question of how much the retailers are willing to pay for it.

The short survey shows that there is a high willingness to pay in the trade for push notifications on the customer’s smartphone. The retail decision-makers are therefore willing to accept an average thousand-contact price (TKP) of over 300 euros. According to the study, 44 percent of those surveyed are generally willing to pay a price of 0.11 to 0.50 cents per message.

If the recipients are preselected according to location-related criteria, this willingness increases. Then 56 percent can imagine paying between 0.11 and 0.50 euros per contact.

A TKP of up to 1,600 euros

If the providers of the push messages can prove that receiving a message leads to a visit to a store, the willingness to pay increases further. Almost one in three respondents would now even pay between 0.51 and 3.00 euros for a contact. This increases the average TKP to up to 510 euros. If a purchase can even be proven, the TKP increases to an average of 1,300 euros. The retailers would spend even more money if the message is played out in front of a competitor’s store and then leads to a purchase in their own store. According to the survey, the TKP here is 1,600 euros.

In addition, the trade shows itself willing to spend a certain proportion of the same for the campaigns for demonstrable effects on sales. On average, the respondents would invest 4 percent of their sales in LBM campaigns – if this demonstrably increases sales.

Conclusion

The study therefore shows that retailers are aware of the potential of location-based marketing campaigns. They underline this with their clear willingness to pay for corresponding campaigns.

The online survey was conducted from 15.06.2017 to 30.06.2017 among managers, managing directors and retail experts. The study authors emphasize that although the survey is not representative, it can be assumed that the results provide meaningful indications of the retailers’ willingness to pay due to the “high-caliber group of participants”.

Further studies by Prof. Riekhof on the subject of location-based marketing can be found at:
www.unicconsult.com/kompetenzen/location-based-marketing/

The online trade magazine Locationinsider picks up the study by Prof. Dr. Riekhof.

Locationinsider: Willingness to Pay for Push Notifications on the Customer’s Smartphone

/in /by

If the customer is addressed with a push message from a retailer whose store is in the immediate vicinity, this is likely to significantly increase the chance of a store visit. Would retailers be willing to put money into such a location-based service? This is what Prof. Dr. Hans-Christian Riekhof from PFH in Göttingen wanted to know and started a short survey among trade managers. The results are not representative, but still informative. To anticipate the result. The trade would be ready. And at quite considerable costs. 88 percent of those surveyed would spend up to 50 cents for a digital advertising message that is sent to the target person before or in the store. A full 11 percent of trade managers would even invest more, up to a cost per thousand contacts (CPM) of 300 euros. This willingness to pay increases further if the service also allows the pre-selection of the target group, for example if the message is played out when the customer has left a certain store, or has spent a long time in front of a shop window. The CPM rises to dizzying heights if it could be proven that the customer entered the store after the message was delivered. The highest CPM of 1,300 euros would be paid by the managers if, for example, a coupon was delivered that was then also redeemed. Good prospects for all start-ups and companies working on LBS. More information at: http://locationinsider.de/zahlungsbereitschaft-fuer-push-nachrichten-auf-dem-kunden-smartphone/ Read the article as a pdf: Locationfinder on willingness to pay for push notifications on the customer’s smartphone