INCREASING BRAND VISIBILITY THROUGH IN-DEPTH CROSS-CHANNEL CONTENT
The electronics mail order market in Germany and other European countries is highly competitive. Internet giant Amazon, which offers many suppliers from the Far East a platform on the German market, is aggressively pushing into the market and posing a particular challenge for the entire industry. Reichelt electronic, a leading distributor of electronics and computer technology products, needed to increase brand awareness among both consumer and B2B audiences. The company engaged us to help sharpen its profile and position it as a prominent opinion leader on the distribution market.
A high-frequency orchestrated content strategy formed the basis of our communications, while comprehensive consulting in all PR matters is an essential part. We put reichelt’s online magazine at the heart of activities, producing videos, "how-to" texts, guides, news and longer special features on technical topics. These appealed to the maker community and positioned the brand as a helpful partner in electronics projects. Regular analysis of the performance of individual topics in comparison with the specific focus topics informed ongoing content optimisation, ensuring a steady growth in visitor numbers.
To reach the B2B sector, an increasingly important target for reichelt, we conducted surveys, developed byline articles and scheduled media interviews with executives that focused on how reichelt is developing into a prominent opinion leader on the distribution market. The programme was rounded off by engaging influencers in the electronics sector, co-creating content that demonstrated the company’s expertise and provided insight into the broad product portfolio.
Our team in Munich also acted as a hub for communication in five other countries, coordinating the localisation of all content and handling measurement in the respective markets to ensure that objectives were achieved.
To date, we’ve created over 140 texts for the online magazine and increased organic traffic by 292 percent. We also achieved 294 pieces of coverage in electronic and specific vertical media, resulting in a significant increase in the visibility of reichelt in both B2B and B2C environments.