The Product World - Markt und Mittelstand · 2016. 7. 28. · Marketing Approach of ... experienced...

© FRANKFURT BUSINESS MEDIA GmbH

The

Product World

and the

Cross-Media

Marketing Approach

of

“Markt und Mittelstand”

© FRANKFURT BUSINESS MEDIA GmbH 2

“Markt und Mittelstand,” the entrepreneurs’ magazine for Germany’s SMEs, is part of the prestigious F.A.Z.

publishing group and offers cross-media added value for small and medium-sized entrepreneurs. For 20 years,

“Markt und Mittelstand” has been supporting Germany’s managers in making the core functions of an SME more

professional as well as in recognising important developments at an early stage and preparing for them. Our

experienced editorial team can vouch for practical, realistic texts with high user value from SMEs for SMEs.

According to the current “LAE 2016” survey, which polls the readership of decision-makers in business and

administration in Germany, “Markt und Mittelstand” reaches 224,000 decision-makers with each issue –

predominantly business owners, managers and senior executives – and is thus the ideal advertising medium for

everyone who wishes to reach the top decision-makers in small and medium-sized businesses. This is a further

increase in reach of more than 11% and simultaneously the fourth increase in reach in a row.

The new record affinity figures confirm that with its solution-oriented texts, the editorial team provides the decision-

makers in SMEs with precisely the content which they are looking for and which they can implement directly in their

daily business operations. And with this consist user-value orientation, “Markt und Mittelstand” is obligatory reading

for all decision-makers in small and medium-sized business.

“Markt und Mittelstand” is essentially aimed at companies of a magnitude of between € 3 million and € 250 million

in annual turnover or from 50 employees upwards. “Markt und Mittelstand” is obligatory reading for every small and

medium-sized entrepreneur.

Here, too, “Markt und Mittelstand” scores in comparison to

all cross-sectoral publications in the “LAE 2016”:

Most cost effective title

Highest affinity among sole decision-makers

Highest affinity among SMEs

Circulation (IVW* II/2016)

Print run: 100,500

Distribution run: 98,596

Publication frequency: 10 issues p.a.

* According to IVW, the German Audit Bureau of Circulations

You will find further information, for example topic schedules, costs

and technical information at www.marktundmittelstand.de/mediadaten

“Markt und Mittelstand” – the growth magazine

Your access to Germany’s SMEs


Cross-media marketing approach

3

2. Importance

1. Awareness 3. Relationship

Print

E-media Research

Events

Target

group

Advertisements Conferences

Round tables

Panels Online advertising

Newsletter advertising

Advertorials

Research

Ad Specials

Microsite


Customised and sustained positioning

“Markt und Mittelstand” is the entrepreneur’s

magazine for German SMEs and offers cross-media

added value for small and medium-sized

entrepreneurs.

We know what’s on your target group’s mind

The editorial team is in constant contact with the

movers and shakers in entrepreneurial SMEs. Using

this expertise, the editorial team can address its

readership as well as the online users with

particularly appealing content and all relevant topics.

This competence creates trust and strong reader-

magazine loyalty.

Address your target group with no wastage

The “Markt und Mittelstand” database offers you

wastage-free access to up-to-the minute and

manually updated addresses of Germany’s SMEs

and their decision-makers.

We network you with Germany’s SMEs and are a

strong partner for you in addressing your customers.

Customised, cross-media and sustained positioning

Our offer:

Advertisements, advertorials, supplements

Events

Studies

E-media/”Markt und Mittelstand” web TV

Online portal www.marktundmittelstand.de

Editorial services

Corporate publishing

Reach decision-makers in German SMEs

sustainedly and cross-medially


The website:

marktundmittelstand.de

5

“marktundmittelstand.de” provides current daily news and analyses

of relevant developments in the key business areas for

entrepreneurs, managers and other decision-makers in small and

medium-sized business. All content and information are aimed

specifically at the needs of SMEs and help entrepreneurs to

become a little more successful every day. Using tools, an “Idea of

the Week,” valuable tips, background reports and interviews with

major players in the market, the magazine and online platform

complement each other perfectly.

At the prime focus of “Markt und Mittelstand” are the “growth

companies” – companies that are developing fast and thus have

particularly large information and investment requirements.

Target groups

Managers/CEOs

Business owners

Senior executives

Topics

Strategy and human resources

Financing

Production and technology

Customers and markets

Website revamp in August 2015

Since August 2015, the marktundmittelstand.de website has

appeared in a modern and responsive design 10:15 – the website

is optimally displayed on every device, irrespective of whether it is

a desktop screen or a smartphone.

In addition, the speed was markedly improved and thus an increase

in performance and faster access to the website were achieved.

The user experience was also improved and various features like

for example the comment function and social login via XING and

LinkedIn were fundamentally overhauled.

Website traffic (June 2016)

Page impressions: 53,235

Visits: 32,434

Unique visitors: 28,310


“Markt und Mittelstand”: The newsletter

6

Always on Thursdays – news that moves SMEs! The “Markt

und Mittelstand” (MuM) newsletter is one of the most important

weekly information sources for entrepreneurs. Through the

MuM newsletter, the around 1,000 subscribers receive the most

important news from the entrepreneurial world once a week in a

modern optic sent conveniently to their letterbox.

Delivery frequency: weekly, Thursdays

Delivery method: HTML and text

Subscribers: around 1,000

Open rate: >30%

Advertising options

Option 1: Header banner

Format: 728 px × 63 px (width × height)

Max. 40kb, not animated, JPEG or PNG

Per placement: € 150.00

Option 2: Medium rectangle

Format: 300 px × 250 px (width × height)

Max. 40kb, not animated, JPEG or PNG

Per placement : € 120.00

Option 3: Advertorial/Text advertisement

300 chars/max. 3 lines with 80 chars each

Logo/image :120 px × 80 px (width × height)

max. 40kb, not animated, JPEG or PNG

Per placement: € 150.00

Frequency discount

From 4 placements in the newsletter 3%




All discounts apply per advertiser and fiscal year.

All prices are subject to statutory VAT.

Option 2:

Medium rectangle

Option 1: Header banner

Adv.

image

Option 3: Advertorial/text

advertisement


Overview of offers:

Exclusive sponsor of the topic page on www.marktundmittelstand.de

Prominent logo positioning in the topic environment incl. “Topic page presented by …”

Option to include a short teaser text in the environment of “… presented by …”

Embedding into all topic-related articles that are published from the date of the sponsoring (identified as

advertising, see draft layout)

Incl. native advertising: Embedding of sponsor articles via a fixed news box on the topic page

Layout example:

Embedding onto the topic page Embedding into the article in the topic environment

Kosten: 2.000,- € pro Monat

Alle Preise verstehen sich zzgl. gesetzl. MwSt.

Topic page sponsoring on

marktundmittelstand.de

7


Implement a target group-specific communication/marketing campaign directly on the specialist portal

www.marktundmittelstand.de using a button + microsite. Your microsite will appear full-screen below the main

navigation and can be accessed via the button advertising space. You supply us with the texts and photos, and

they will be implemented on the microsite by our editorial team.

You also have the option of extending the positioning by expanding your advertising to include newsletter

presence (advertorial/banner) to direct additional, high-quality traffic to the microsite with no wastage.

Benefits of a microsite

+ Targeted communication

+ Generation of qualified leads

+ Positioning of own content/advertorials in direct proximity to the specialist medium

+ Interactive information/order instrument

+ Individual run durations

+ Performance monitoring included

Costs: € 5,000 per month

All prices are subject to statutory VAT.

The microsite on marktundmittelstand.de

8


Webinars: Invite people to exchange experiences at

their workplace: We will provide you with the virtual

room and support your webinars in terms of content

and concept.

Lively: Video transmission, speech

Interactive: Chat, participant surveys, discussion

groups, telephone and video conference

Simple: Even customers without a computer

headset/VoIP can participate

Full service: You will receive technical processing,

content and success monitoring from one source.

9

Innovative target group communication – at all

times, in every place

We can offer the format to suit your online

communication: Apart from banner and newsletter

advertising and themed microsites, we can also offer

you webinars or web TV: Establish your presence right

where SMEs get their information daily:

www.marktundmittelstand.de

Our special positioning options

Web TV: Become a cooperation partner on “Markt und

Mittelstand” web TV. We produce interviews, reports

and film reports for you. We will be happy to come to

you: Our TV team will film your events or make

documentaries on your company.

Web TV and webinars – our special digital

positioning options


No other marketing instrument allows you to reach

your target group as directly as with events.

Full service

Whether individual round table or event series – we

design, market and implement your customised

event format. Our specialist editorial team along with

the professional event team will support you through

the entire project and make your event a success.

Make our readers your participants

Using our database, you can target your desired

contacts without wastage.

Events:

Your direct access to the client


Concept design and content support

Elaboration of the content concept

Acquisition of external speakers

Content coordination and consultation by the

“Markt und Mittelstand” editorial team

Moderation by the “Markt und Mittelstand”

editorial team

Marketing and participant acquisition,

management and support

Inclusion in the “Markt und Mittelstand” event

calendar in print and online

Selection and preparation of the personalised

invitation list

Text concept and dispatch processing of date

announcements, invitations and reminders

Participant support and communication

(registration confirmations, directions, etc.)

Recording of returns, responses, cancellations

Regular reporting on the status of registrations to

the client

Organisational management in advance, during

implementation and post-processing

Appointment of a project manager from the ranks

of “Markt und Mittelstand”

Preparation of a production plan

Organisational management with respect to

location, catering and external service providers

Participant and speaker support, preparation of

presentation documents, participant list, name

badges, information notices, etc.

Support personnel (on-site support, registration,

distribution of documentation, technical support)

Post-processing: E-mail to all participants, incl.

collation of all conference documentation in

electronic format

Preparation of project documentation for

subsequent internal use

The following costs are calculated separately in

consultation with the client and passed on without

any surcharges:

Fee/cost of external speakers

Travel and overnight stay costs of the moderator

as well as of the speaker/s

All costs of third-party service providers (incl.

location, catering, equipment, printers, postage,

letter shop handling costs, etc.)

Modular additional services (excerpt)

Supporting advertising measures in the “Markt und

Mittelstand” product family in print and online

Design of individual editorial products

(e.g. special prints, microsites, TV recordings)

Design of invitation cards, programme brochures,

etc.

Events:

Our service package


Long-term focus on topics

Confidential market analyses, panels or studies with

a media impact: Put your trust in the experienced

“Markt und Mittelstand” Research team.

We can offer the content expertise of our specialist

editorial team coupled with profound research

knowledge.

Quality and quantity

Whether for a representative survey or indepth

interviews – we have mastered the required

methodology. Through our intensive specialist media

work in and with our target groups, our response

rates are well above average.

Our specialist knowledge, with unique access to

German SMEs, coupled with our magazine’s reach

within the target group, makes “Markt und

Mittelstand” Research your ideal partner for the

concept design, implementation and marketing of

study projects that must reach the highest standards.

High-profile positioning as joint publisher of a

study

When a study is carried out, marketing offensives

and active PR support set in. The bandwidth ranges

from ad placement in the “Markt und Mittelstand”

product family through press releases and

conferences right up to targeted round tables with

representatives of your target group. Use this

opportunity for the internal and external

communication of your specialist expertise and to

gain new insight into your target markets.

Our range of services

Thesis, determining the questions, the procedure

and the content structure of the study in

consultation with the client

Appointment of a project manager from the

“Markt und Mittelstand” editorial team

Preparation of a production plan

Drafting the questionnaire and the questionnaire

distribution list in consultation with the client

Proactive implementation of the methodology

stipulated with the client (holding interviews,

sending out surveys, etc.) by the editor in charge

of the project

Preparation of content and graphics

Joint preface, inclusion of the client in the

content with a guest contribution or by placing an

advertisement (1/1 page), inclusion of the client’s

contact address

Layout and print of the individually discussed

print run

Inclusion in the “Markt und Mittelstand”

publication list, marketing offensives of the study

Active support in PR work (coordination of PR

distribution list, writing the press release)

The branding of the study will be geared to the joint

publisher’s individual positioning requirements. Both

a co-branding in the “Markt und Mittelstand” layout

(positioning of the client’s logo on the cover) as well

as a layout in the client’s corporate style are

possible.

Studies:

Our range of services

Positionierung gewünscht?


Talk to us!

We would be very happy to advise you on your individual positioning options.

Contact

Britta Melching

Product Manager “Markt und Mittelstand”

Fon: + 49 (0) 69 75 91-30 23

[email protected]

Publishers

FRANKFURT BUSINESS MEDIA GmbH –

Der F.A.Z.-Fachverlag

Bismarckstr. 24

61169 Friedberg, Germany

Fon: + 49 (0) 60 31 73 86-0

Fax: + 49 (0) 60 31 73 86-20

[email protected]

www.marktundmittelstand.de

13

Publishing offices

Nielsen I, V –VII

Dirk Struwe

Medienvermarktung

Poelchaukamp 8, 22301 Hamburg, Germany

Tel.: + 49 (0) 40 28 05 80 60

Fax: + 49 (0) 40 28 05 80 89

[email protected]

Nielsen II

Nicole Haubner

medienservice + beratung

Vereinsstr. 20, 41472 Neuss, Germany

Tel.: + 49 (0) 21 31 40 63 70

Fax: + 49 (0) 21 31 40 63 7-10

[email protected]

Nielsen III a/III b

Medienberatung Uwe Stolte

Gartenstr. 13, 65343 Eltville, Germany

Tel.: + 49 (0) 61 23 7 01 68 84

Fax: + 49 (0) 61 23 7 39 10

[email protected]

Nielsen IV

Peter Cagic

CagicMedien Marketing GmbH

Otterweg 40, 85598 Baldham, Germany

Tel.: + 49 (0) 81 06 30 68 22

Fax: + 49 (0) 81 06 30 68 23

[email protected]

The Product World - Markt und Mittelstand · 2016. 7. 28. · Marketing Approach of ... experienced...

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Transcript of The Product World - Markt und Mittelstand · 2016. 7. 28. · Marketing Approach of ... experienced...