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Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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MARKETING

Keynote impulses around B2B marketing, content marketing, location-based marketing, branding, experience branding

e.g. Brand rejuvenation: how brand rejuvenating succeeds
e.g. Content marketing: still completely underestimated

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PRICING

Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.

e.g. Strategic pricing: the most effective lever for improving results

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RETAIL-BUSINESS

Lectures on topics such as retail trend research, change processes in retail and online trade, instore navigation with digital technologies

e.g. What will dramatically change retail in the coming years

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DIGITIZATION

Lectures on topics such as location-based marketing strategies, instore navigation, recommendation engines or digital customer cards

e.g. The digitization of our lives

    Your keynote speaker for current marketing topics

    Hans-Christian Riekhof, Professor for International Marketing

    Marketing

    Professor Dr. Riekhof, as a former Director of Marketing in the Otto Group and as a Business Unit Manager in Beiersdorf AG, has decades of practical experience in marketing. Since 1996, he has also been teaching International Marketing at PFH Göttingen. His empirical studies on B2B Marketing, Content Marketing and Location Based Marketing are available online.

    Pricing

    During his time as a business unit manager at Beiersdorf AG and as managing director of a subsidiary of the Otto Group, Professor Riekhof himself had strategic and operational price responsibility. For almost 15 years, he has been conducting empirical studies on pricing in companies. These experiences form the basis for his open and in-house Pricing Seminars. His free Pricing Newsletter can be subscribed here.

    Retail

    Professor Riekhof knows the retail business and online trade from his own experience as a former Director of Marketing in the Otto Group. He has been advising retail companies for many years, particularly on the topics of Strategic and operational pricing, marketing and branding, and assortment control. He is the editor of the now 3rd edition of the volume Retail Business in Germany (Gabler Wiesbaden).

    Digitalization

    As Director of Marketing in the Otto Group and as Managing Director of a subsidiary of the Otto Group, Professor Riekhof dealt with questions of online trade and online business models at an early stage. For several years now, he has been investigating the trends and distribution patterns of digitalization and gives lectures on this subject area. For several years he has been researching the topic of Location Based Marketing. In 2018, together with Stefan Brinkhoff in Hamburg, he founded the locandis GmbH, which implements location-based marketing strategies, Instore Navigation, Recommendation Engines and digital customer cards for retail companies.

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.

    Keynote Speaking – Overview of Topics

    Marketing: Marketing as a craft
    Pricing: Strategic Pricing: the most effective lever for improving results
    Digitalization: The Digitalization of our lives
    Marketing: What can be learned from Cult brands
    Marketing: Content Marketing: Still completely underestimated
    Marketing: More relevance of advertising through Location Based Marketing (LBM)
    Retail: Trend research in retail: what will dramatically change retail in the coming years
    Retail: Instore Navigation in retail: how it works and what effects can be expected
    Marketing: Brand rejuvenation: how brand rejuvenating succeeds
    Marketing: Experience Branding: making the brand an experience
    Marketing: Viral Marketing: when marketing campaigns spread on their own

    Marketing as a craft

    How to achieve better marketing results with good marketing tools

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    What makes good marketing? Do you need design talent and an artistic-creative streak? Or is it about analytical methods with which you can optimize target group selection and calculate marketing success with algorithms?

    From our point of view, it makes much more sense to understand marketing as a craft. A common understanding of marketing throughout the company is essential, as all areas of the company, even all employees, contribute to marketing.

    Marketing as a craft: this is how you get clear, transparent criteria,

    • when a marketing campaign is well implemented in terms of craftsmanship
    • when a brand positioning is understandable for customers
    • when product innovations meet the actual requirements of customers
    • which brand names are effective in the long term
    • with which proven instruments you can measure marketing success.

    This toolkit of marketing is the subject of the lecture.

    Professor Riekhof has decades of management experience in marketing as Director of Marketing in the Otto Group and as Head of Business Unit in Beiersdorf AG, and since 1996 he has been teaching International Marketing at PFH Göttingen.

    Strategic Pricing – the most effective lever for improving results

    Why pricing is still underestimated and what we can derive from our empirical pricing studies

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    The four marketing instruments price, promotion (advertising), place (distribution) and the product do not always get the appropriate attention in practice: many marketing managers are unfortunately only promotion or communication managers, the other three P’s are often criminally neglected.

    Above all, the price is often neglected in marketing. How professionally are long-term price strategies developed, how many strategic pricing workshops and pricing trainings are there, what budgets are available for pricing research? Compared to the other three profit levers reduction of fixed costs, reduction of variable costs and increase of sales volume, the price clearly has the greatest leverage effect.

    What companies can do:

    • to help pricing gain more attention and professionalization with pragmatic tools
    • to change the mindset of executives and sales staff so that they dare to enforce higher prices
    • and what effects can be achieved on the return on sales through professional pricing?

    Professor Riekhof, as Director of Marketing in the Otto Group and as Managing Director of an Otto subsidiary as well as Head of Business Unit in Beiersdorf AG, has been making price decisions for decades and also developing strategic pricing concepts. In his role as professor at PFH Göttingen, he has been conducting empirical studies on pricing for more than 15 years. In addition, he organizes open pricing seminars as well as in-house pricing trainings and workshops.

    The digitization of our lives

    Why we should be less afraid and which digital trends will determine our lives in the next 30 years

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Talk of a complete digitalization of the professional world as well as private life has only been around for a few years. And yet an economic and social upheaval is coming our way that is unparalleled in its effects.

    • Which digitalization trends have the greatest impact?
    • Which trends are so fundamental that they will accompany us for the next 30 years?
    • How can we better prepare for digitalization and gain a competitive advantage here?

    Professor Riekhof has decades of practical experience in e- and mobile commerce as Director of Marketing in the Otto Group and as Business Unit Manager in Beiersdorf AG. For several years he has been researching as a professor for International Marketing at the PFH Göttingen on the topics of digital customer card, location based marketing, indoor navigation and recommendation engines.

    Links:
    www.locandis.de
    Studies on Location Based Marketing

    Photo: www.kettler-kommunikation.de

    What can be learned from cult brands

    What success factors do cult brands rely on, and how can they be transferred to traditional brands?

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Many cult brands are the stuff of original and entertaining stories. But what is often overlooked: you can learn a lot from cult brands.

    • Cult brands usually have a very limited budget and follow a low budget approach
    • Cult brands involve their fans in the communication process and let the customers do a very large part of the communication work
    • Cult brands completely abandon traditional target group marketing
      Cult brands promise fun and lifestyle.

    How the principles of cult marketing can also be used for traditional brands is the topic of this lecture.

    Professor Riekhof has decades of management experience in marketing as Director of Marketing in the Otto Group and as Business Unit Manager in Beiersdorf AG, and since 1996 he has been teaching International Marketing at PFH Göttingen. Cult brands have been the subject of his lectures and seminars for almost 20 years.

    Content Marketing: still completely underestimated

    The empirical results of the PFH Content Marketing Study

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Consumers are increasingly unwilling to deal with advertising messages that are perceived as intrusive and often annoying. The noise of marketing messages means that a large part of the communication budgets evaporates without effect. On the other hand, there are brands that consumers like to deal with voluntarily. Customers invest time to test products, participate in events, report on experiences, give other customers tips.

    What do these companies do differently? They do not rely on classic, monodirectional advertising, but apply strategies of content marketing:

    • They tell stories about the brand
    • They prepare exciting backgrounds
    • They stage content in a professional way without wanting to sell
    • They create a content editorial team in the company.

    The enormous opportunities in content marketing are highlighted in this lecture.

    Professor Riekhof has decades of management experience in marketing as Director of Marketing in the Otto Group and as Business Unit Manager in Beiersdorf AG, and since 1996 he has been teaching International Marketing at PFH Göttingen. In his empirical study on the future opportunities of content marketing, which he conducted together with Theresa Jacobi, he also dealt with the state of practical implementation of content marketing in companies.

    More relevance of advertising through Location Based Marketing

    How LBM works and which LBM campaigns in retail are particularly promising

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Advertising needs more relevance for the customer in the face of information overload in order to be effective. Research shows that the relevance of advertising is much higher when it is delivered at the right place and in the right context.

    In the age of digital media, this can be achieved with the help of Location Based Marketing strategies: personalized messages can be sent at the scene, for example directly on the shelf to the customer’s smartphone. Our empirical experiences from numerous own LBM projects show that these campaigns are extremely successful: the relevance of the advertising messages is significantly higher when they are delivered at the right place. Digital cross selling directly in the store works very well.

    The lecture presents the technological options, the organizational implementation and the business case for LBM strategies – among other things based on the empirical results of own projects in this area.

    For several years, Professor Riekhof has been dealing with the topic of Location Based Marketing, both in the form of practical projects and empirical studies. In 2018, he founded the locandis GmbH in Hamburg together with Stefan Brinkhoff, which carries out LBM projects for retailers.

    Photo: www.locandis.de

    Trend research: what will dramatically change retail in the coming years

    Identify trends, understand trends, seek strategic answers and implement them

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    The change in the retail landscape is dramatic: big players are on the defensive, others have to give up and merge, or they have disappeared from the scene years ago, others are currently fighting more or less desperately for survival. On the other hand, there are successful concepts that have been able to show increasing market shares for years.

    • What trends are increasing the chances of survival for retailers
    • What trends meet the mood and needs of consumers
    • What trends will continue to exist in the coming years?

    Understanding the trends means having a framework for strategic orientation. And that’s what this lecture is about.

    Professor Riekhof has decades of management experience in strategic marketing as Director of Marketing in the Otto Group and as Head of Business Unit in Beiersdorf AG, and he has known the retail business for many years. He was managing director for an Otto subsidiary in the fashion sector. Especially in the fashion sector, he had to deal intensively with questions of strategic trend research. Since 1996 he has been teaching International Marketing at PFH Göttingen. His book, now in its 3rd edition, Retail Business in Germany is published by Gabler.

    Instore Navigation in retail: how it works and what effects can be expected

    How digital customer cards facilitate product search and guide the customer directly to the product

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
    MAKE AN INQUIRY
    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.

    Digitalization is also capturing traditional retail – even if some store owners are still resisting. The digital customer card replaces the plastic card, and as an app, it is an excellent tool for personalized customer communication and retention. But above all, it enables exactly what we have long been used to online: the digital search for products also in the store. If I don’t know which shelf the yeast is on or where the spare parts for the bathroom fittings are in the hardware store, I type the product into my smartphone and let myself be navigated to the right shelf. We report on our empirical projects on in-store navigation:

    • it’s about pragmatic, but reliable technical implementation
    • it’s about the actual costs
    • it’s about acceptance by customers
    • it’s primarily about the impact on customer behavior, sales and contribution margin

    So much can already be revealed: previous participants were surprised at how quickly such an in-store navigation project pays for itself economically. Professor Riekhof, as Director of Marketing in the Otto Group and as Head of Business Unit at Beiersdorf AG, has decades of management experience in marketing, and since 1996 he has been teaching International Marketing at PFH Göttingen. For several years, Professor Riekhof has been dealing with the topic of Location Based Marketing, both in the form of practical projects and empirical studies. In 2018, he founded the locandis GmbH in Hamburg together with Stefan Brinkhoff, which carries out LBM projects and in-store navigation projects for retailers. Photo: www.locandis.de

    Brand rejuvenation: how brand rejuvenating succeeds

    Recognize the need for action, develop options, select and implement the right strategy

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Brands inevitably age along with their customer base. Therefore, it is a strategically extremely important task to constantly ensure that the brand remains interesting for younger target groups – even if the existing older clientele is so much more solvent, loyal, uncritical and therefore ultimately significantly more profitable.

    Opening up new target groups can be an expensive fun, and some fear to annoy the regular customers if one works on new market segments with too much risk-taking. Therefore, it is about discussing,

    • how to systematically make brand rejuvenation a topic in the company
    • which tools of brand rejuvenation there are to proceed professionally
    • from which success stories one can learn a lot
    • how to measure the success of brand rejuvenation

    This is the subject of our considerations.

    Professor Riekhof has been able to gain decades of management experience in marketing as Director Marketing in the Otto Group as well as head of business unit in Beiersdorf AG, and since 1996 he has been teaching International Marketing at PFH Göttingen.

    Experience Branding: Making the brand an experience

    How brands become tangible and situational depth of experience is achieved

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Traditional communication channels such as TV and print have been losing importance for years, even though the budgets in the traditional media are still considerable. Marketing experts have been looking for alternatives for many years to bring brands closer to customers and to create emotions around the brand: the brand itself should become an experience. Whether it’s the Red Bull Flight Days, the Golf GTI meeting at Wörthersee or the Autostadt in Wolfsburg (photo): very different formats serve to stage brands and make them tangible.

    Experience Branding is a very effective marketing tool, which:

    • can unfold enormous communication performance
    • can emotionalize the customer
    • can create high customer loyalty
    • can generate media attention
    • can create differentiation from the competition

    This lecture is about the prerequisites, the conceptual foundations as well as the principles of success in the implementation of Experience Branding.

    Professor Riekhof has decades of management experience in marketing as Director Marketing in the Otto Group and as division manager in Beiersdorf AG, and since 1996 he has been teaching International Marketing at PFH Göttingen.

    Viral Marketing: when marketing campaigns spread on their own

    How viral campaigns are created and how to give them even more thrust

    Lectures on topics such as strategic pricing, price architectures, discount strategies, price-sales functions and much more.
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    Some brand messages seem to spread all by themselves. Think of the Supergeil spot from Edeka with Friedrich Liechtenstein, the Pokemon-Go action and many other campaigns that found rapid distribution mainly with the help of social media. But it is not always possible to land such a viral mega hit – which is not always necessary.

    The principles of viral marketing can be applied in many industries. Most of the time, it is enough to anchor a viral, contagious message in your own core target group, which then seeks its own audience with its own dynamics.

    • What principles make up viral marketing?
    • How do you test messages for their suitability for viral campaigns?
    • How do you support the viral process with small budgets?
    • How do you find the group of people with a high “infection potential”?

    These questions and many others are answered in this lecture.

    Professor Riekhof has decades of management experience in marketing as Director of Marketing in the Otto Group and as Head of Business Unit in Beiersdorf AG, and has been teaching International Marketing at PFH Göttingen since 1996.