With new business models to address the crisis which was initially only a slight rumblings, turned out to be as an earthquake in may: en masse to shut down advertising budgets. So what to do in the crisis? Breathe deeply. And develop new ideas. In the best case, the crisis is even to opportunity: because of economic necessity creates sometimes completely new business models. Recently Sela Ward sought to clarify these questions. When major crises have required strong breaks, new creativity emerged.
“And I’m sure that it will be again,” says Stefanie Hanssen, head of gronewald advertising + pr with offices in Berlin and Essen. Stefanie Hanssen, whose Agentur serves customers like Dutch holiday giant Roompot and the Radisson group, working with their teams on new paths to the customer”: cooperation marketing is the key word of the hour. What it’s all about? Is interesting, however, that many companies would have to confront important issues in times of economic crisis: How can branding and selling better merge? Who suits us, we strengthen the brand with “our offer, what are the synergies through collective action?'” In Germany, the market for cooperation is ripe, the 40-year-old finds. Original solutions with new paths to the client are required. So they found strong partners from different industries, for example, for the Dutch tourism provider Roompot.
Now all partners will use the purchasing power of each year more than 20 million customers at significantly reduced media costs through joint promotional appearances. “We have a new tool developed in response to the crisis of new ideas and strategies and parallel’ created: the field of collaboration marketing”, explained Stefanie Hanssen. Finally, it go in times of crisis, therefore, to use money more consciously. In addition, we present our customers in large communities’. Our idea is to bring potent partners to each other.” The Agency has more than two million employees of strong partner companies, clubs and associations since spring of 2009 in their portfolio. Without means for customers big media budget to make many contacts. Perhaps the crisis in the advertising is also a traditional forms of advertising. New ideas are often from the reality, the daily ER(Leben) and not from advertising manual. Stefanie Hanssens customers are already excited, the potential in cooperation and the targeted use of communities: you will be surprised by the quality of our connections. Finally the advertising budget is no longer distributed in the watering can principle, but comes exactly there where he is efficient!” Stefanie Hanssen was born in 1968 in the Ruhr area, has studied business administration and worked for several years as editor. Since 1998 it is the proprietor of Agency of gronewald advertising + pr, which has their priorities in the hospitality industry segments and city marketing. Since 2004, lives and works in Berlin. gronewald advertising & pr Christiane Eichhorn Anhalter Strasse 7, 10963 Berlin 030 70094806
