Archive for month: June, 2022
Youtuber Hendrik Kleinwaechter on his success with bread baking videos
Youtuber Hendrik Kleinwächter has found a niche that excites around 100,000 followers on the popular video platform. The former student of the PFH Private University of Göttingen dedicates himself to Germany’s favorite baked good, bread, more precisely to bread baking, in his successful channel “The Bread Code”. In a recently held lecture at the PFH, he already gave an exciting insight into a subject that is undergoing major changes due to increasingly efficient production methods. In the following interview, Hans-Christian Riekhof, Professor of International Marketing at the PFH, was able to discuss further interesting aspects with the YouTuber.
Prof. Riekhof: You reported to us at the PFH last semester about The Bread Code, which is about sourdough and the “engineering” of bread. What made you start reporting on sourdough on YouTube, and how did it all start? After all, bread baking is not your core competence.
Hendrik Kleinwächter: In the last 150 years, the art of bread baking has not evolved. On the contrary, today’s bread has become much worse in quality. Since Louis Pasteur first isolated pure yeast, bread production has become increasingly efficient. Suddenly there were yeasts available that could perfectly ferment a dough. However, this has led to the quality of bread deteriorating more and more.
It is not possible to produce a good quality bread in two hours. The germination process of the grain converts components such as starch or proteins (e.g. gluten) into other smaller components that can be used by the seedling. This process is activated in the flour by adding water. Enzymes are responsible for this. These enzymes need time. If you bake with yeast, use as little yeast as possible.
Sourdough, in comparison to pure yeast, is a complex structure of different microorganisms. The yeasts and bacteria metabolize the entire flour. The bread at the end has little to do with the original flour. For example, long-matured cheese is usually lactose-free. The same principle applies to sourdough bread.
Youtuber Hendrik Kleinwächter: “I approach the topic like a software developer”
However, sourdough is problematic in the industry, as each sourdough has a different microbiome. The fermentation at your home can therefore be different from mine at home. That’s exactly what my YouTube channel does. I provide the audience with the basic knowledge for natural fermentation.
With this knowledge, you can then bake your own individual sourdough bread at home. I approach the whole topic myself like a software developer. I do continuous A/B tests when baking to identify better combinations. For example, I test different temperatures during natural fermentation. Depending on the temperature, whether at 25°C or 20°C, the taste of the bread can change. As far as possible, I then try to change only one variable and show the differences. This approach seems to inspire the viewers.
Prof. Riekhof: If you were to give the three most important tips to your fellow PFH students on how to build a fan community of over 100,000 followers on YouTube, what would you say?
Hendrik Kleinwächter: 1. Find a topic that excites. This enthusiasm attracts other people. 2. Identify good images and titles for the videos. This is very important for the YouTube algorithm. 3. Evaluate the data of the respective videos and learn what needs to be done better for the next videos.
Interaction is an important metric, says Youtuber Hendrik Kleinwächter
Prof. Riekhof: How much time do you spend on data analysis to analyze and improve the impact of your videos? What are the most important KPIs you use, and what analysis tools do you use?
Hendrik Kleinwächter: That’s almost 50 percent of the time. The algorithm looks at how many people click on the video after it has been suggested. This metric is improved by good titles and preview images of the videos. After that, it is important to keep the viewers entertained. The longer the videos are watched, the more advertising YouTube can make with it. Then I analyze, for example, what points are where particularly many viewers have watched for a long time, or why they dropped out at certain points.
Prof. Riekhof: What do you do to increase interaction with your followers?
Hendrik Kleinwächter: Interaction is also an important metric for YouTube. For this, it is important, for example, to have many comments under the videos. So it helps to call on viewers to comment. Open questions work very well. The questions can also be a bit provocative.
Youtuber Hendrik Kleinwächter: “I now always make a script for the videos”
Prof. Riekhof: What are your experiences in creating the videos, do you have something like a script or screenplay? Are accessories important, how long can individual topics and settings be?
Hendrik Kleinwächter: I now always make a script for the videos. This helps me to keep a clear focus. In addition, the videos then appear more structured. I wouldn’t buy any accessories, but would record everything with the smartphone from the start.
Prof. Riekhof: Do you test the videos for their effect before they are published? You may remember my lecture where I presented the example of the comprehensive tests of the individual episodes of Sesame Street.
Hendrik Kleinwächter: That’s a very good point. No unfortunately not. If there was such a service, many people would pay a lot of money for it. Would there be someone at PFH who would like to implement this?
Prof. Riekhof: Can you make money with YouTube activities? What categories of influencers can generally be distinguished, and which category would you count yourself in?
Hendrik Kleinwächter: You can expect about 7 euros per 1000 video views as income. This also depends on the industry. Computer games, for example, may have 0.5 – 1 euro per 1000 views. My channel is focused on a specific niche. This allows you to place products very well, such as flour or other kitchen accessories. However, such channels also have disadvantages. At some point, a viewer may lose interest in bread baking. Generic cooking channels continuously attract more viewers.
Prof. Riekhof: Which companies are potential advertising partners for you? The topic of “bread baking” is a very exciting topic in terms of content, but for large international (branded goods) corporations it is rather a marginal topic, isn’t it?
Hendrik Kleinwächter: Yes, that’s right. The suitable advertising partners are rather specific for the baking industry. However, you can of course show very specific advertising in the niche.
Prof. Riekhof: Thank you very much for the interview and continued success!
Link:
YouTube channel “The Bread Code”
https://www.youtube.com/c/TheBreadCode
Hardware Store Manager Reports on locandis’ Digital Signage Solution
The online portal for the hardware store industry writes that with the app-based digital customer card from locandis, customers of the Hagebaumarkt Stammelbach in Hildesheim can receive not only offers but also further product information, details on the availability of goods and prices. This allows them to plan their shopping from home. Since the beginning of May this year, real-time communication with its customers has been made possible thanks to the digital signage solution and a digital customer card from locandis.
Digital Signage Monitors can display individually tailored campaigns
This new development enables communication with customers on the sales floor during the shopping process. On the digital signage monitors, customers are presented with product information, pictorial advertising material, information on events or short videos. If a customer with a digital customer card from Hagebaumarkt is in front of the screen, a campaign can be displayed for this customer that matches his interests, previous searches in the product search or previous purchases.
Digital Signage Solution: Campaigns can be conveniently prepared via the web frontend from locandis
The online magazine also addresses the question of how the campaigns are actually prepared in terms of content. According to the manufacturer, Hagebaumarkt employees can independently create the campaigns with a few clicks via the web frontend from Locandis and display them in real time on the desired screens. Regardless of how many screens have been mounted on the sales floor.
Links
Full article
https://www.baumarktmanager.de/digital-signage-loesung-fuer-hagebaumarkt-stammelbach-10062022
More about the company locandis
www.locandis.de
Invidis features locandis’ Digital Signage Solution
Locandis implemented a multichannel solution for a Hagebaumarkt, which realizes the use of displays with a digital customer card. The magazine Invidis has now reported on this.
Since the beginning of May 2022, the Hagebaumarkt Stammelbach in Hildesheim has been communicating in real time with its customers using the digital signage solution and a digital customer card from locandis, the magazine writes. Product information, pictorial advertising material, information about events or short videos are presented on the digital signage screens.
The digital signage solution from locandis, which was developed in combination with a digital customer card as an app for the Hagebaumarkt Hildesheim, enables communication with customers on the sales floor during the shopping process. “Latent customer needs are awakened and conscious needs are intensified”, Hans-Christian Riekhof, one of the locandis managing directors, is quoted.
Link
Full article in Invidis
https://invidis.de/2022/06/kundenkommunikation-intelligentes-digital-signage-im-baumarkt/
More about the company locandis:
www.locandis.de
WIGGI-App: locandis wins the German Brand Award
With the WIGGI App, the company locandis won the German Brand Award in the category “Excellence in Brand Strategy and Creation // Brand Communication – Digital Solution and Apps” on June 9, 2022. The WIGGI-App, successfully implemented for Android and iOS with the C J Wigger KG for the hagebaumarkt Neumünster 1, enables a direct digital dialogue with every customer in the hagebaumarkt. This offers many exciting opportunities to interact directly with customers via an app and gain valuable insights into customer behavior.
The WIGGI App: Location-based Marketing and digital customer card for the hagebaumarkt
In the current tension between online trade and stationary trade, it is becoming increasingly important to digitalize the shopping experience. In order to meet customer expectations and strengthen the attractiveness of stationary trade in the long term, the physical shopping experience must be digitally accompanied. The independent jury of the German Brand Award has now awarded the excellent brand leadership of the company specialized in solutions around Locationbased Marketing and Digital Customer Cards.
Link:
Complete press information
https://www.locandis.de/locandis-gewinnt-den-german-brand-award/
Locandis develops intelligent Digital Signage solution for Hagebaumarkt Hildesheim
Product information at the right moment in the right place: The Hagebaumarkt Stammelbach in Hildesheim has been communicating in real time with its customers since the beginning of May 2022 using the Digital Signage solution and a digital customer card from locandis. On the Digital Signage monitors, customers are presented with product information, pictorial advertising material, information about events or short videos.
“Internet trading has set new standards in terms of customer centricity. Anyone who shops on the well-known platforms quickly finds what they are looking for and also receives individualized offers. This is the benchmark for brick-and-mortar retail, especially when the range is large”, explains locandis Managing Director Prof. Dr. Hans-Christian Riekhof. The Digital Signage solution from locandis, which was developed in combination with a digital customer card as an app for the Hagebaumarkt Hildesheim, enables communication with customers on the sales floor during the shopping process.
“The use of such technology in combination with the digital customer card can close the evaluation gap to online trading”, explains Dr. Stefan Brinkhoff, CTO and Managing Director of locandis. “Based on the data obtained, the deployment of staff and the implementation of events and promotions in the market can be planned more precisely. All GDPR requirements are met when collecting the data.”
Complete press release
https://www.locandis.de/locandis-entwickelt-intelligente-digital-signage-loesung-fuer-hagebaumarkt-hildesheim/
Rising production costs force SMEs to optimize their pricing
The ongoing exorbitant rise in purchasing prices for energy and raw materials hits German SMEs hard. Companies should quickly get their pricing in order in the face of rapidly rising or fluctuating production costs – but how? This question is addressed by the Creditreform magazine in a current article. The business magazine for SMEs (Handelsblatt publishing group) publishes assessments by experts, including Hans-Christian Riekhof as a specialist for strategic pricing issues. One of his key statements: “Companies often approach pricing naively.”
Massive price increases threatening the existence of many companies
The situation is serious, the magazine quotes Stefan Ortolf from DZ Bank. Russia’s war against Ukraine is affecting a large number of medium-sized companies. With regard to the current situation, about 72 percent of the companies surveyed for a current Creditreform study consider the massive price increases to be the biggest challenge for SMEs this year. The situation does not tolerate any delay – companies must act quickly.
Pricing expert Riekhof: Some companies treat the topic of pricing completely naively – this is now taking its toll
Many managers have never seen such price increases. Today’s entrepreneurs often lack experience. As Hans-Christian Riekhof, Professor of International Marketing at PFH Private University of Göttingen and sought-after pricing expert, finds in his empirical studies, some companies approach the topic of pricing very professionally, but some also completely naively. “The latter is now taking its toll. Because those who have not defined a process to put their prices to the test once or several times a year and possibly adjust them, now lack speed, says Riekhof. ”
In addition, the wrong people often decide on price increases in many companies. There should be consensus across the department boundaries of product development, marketing, product management, sales, service, controlling about where to go in terms of price strategy, explains the pricing specialist”, who imparts strategic pricing knowledge and practical action options to managers in regularly held pricing seminars.
Link:
Full article in Creditreform magazine:
https://creditreform-magazin.de/finanzen/preise-erhoehen-pricing/
https://creditreform-magazin.de/finanzen/preise-erhoehen-pricing/
Screenshot: Creditreform magazine