B2B is different: Brand positioning, purchasing incentives, decision-making and target group behavior are often significantly different from that of the consumer market. An effective communication strategy needs to recognize and resolutely address these specifics.
UNITI expo – Global and cross-media
The successful marketing of the leading European sector trade fair UNITI expo required the development of a comprehensive communication strategy and everything that entails: com-a-tec prepared a global market analysis, precise target group definitions, a strategic advertising plan and the commensurate advertising messages. Ultimately, everyone had to be reached: Decision-makers in oil companies, suppliers in the fields of technology, payment and logistics, car wash and car care, shopping and convenience, as well as gas station operators – and all in over 50 countries worldwide.
Continental – Universal vs. specific targeting
The Vehicle Electronics division of the Continental Group develops solutions that are used for a diverse range of vehicles. The fact that universally applicable product flyers can be combined with a specific targeted approach is evident from the communication guidelines developed by com-a-tec. Accordingly, the guidelines combine target group folders with universal flyers and define target group icons and three-layer cover motifs with product benefits and images.