SPS Magazin

Issue | 1sps-marketing.com

SUCCESSFUL B2B COMMUNICATION IS SOMETIMES A DIRTY BUSINESSGerhard Preslmayer SPS MARKETING | Managing Partner

Only scratching on the surface is not enough to get the most out of a brand. We therefore go full swing into the company of our customers - even if it can be sometimes dirty, dusty and stuffy. Unconditionally associated with this dedication is a clear value proposition: Companies

that work with SPS MARKETING, increase their level of communication and their competitiveness. Customers such as A TEC, EVGroup, Fraunhofer IAO, GREENone-TEC, KML Linear Motion Technology, LINZ AG, MAGNA, PLANSEE SE, Siemens VAI, Sandvik, TSTG rail technolo-

gy and voestalpine rely on this value proposition. Welcome to the B 2 business class. Welcome to SPS MARKETING.

The mission: First-class communication solutions for complex products and services

SPS MARKETINGThe driving force of B2B communication

The Commitment: We believe in knowledge, enthusiasm and a full service.

A brand is like a big love: It wants to be explored, sought after and cared for. The basis to this end is the know-

ledge of the brand itself, its desires, goals and needs - and thus the knowledge of its environment, nationally

as well as internationally. The greater the knowledge, the greater the enthusiasm with which we dedicate

ourselves to a brand: by the positioning of workshops, by the tour of the production or during the interviews

with the sales team. This enthusiasm leads to the creation of strategically outstanding and communication

solutions. We only consider this as outstanding, if it raises the brand image and effectively supports the

sales of products and services. Crucial here is the complete service for all marketing channels and activities.

Although our profound knowledge and comprehensive ability to master these channels is more than self-

evident, we hereby attach much more importance to the assessment of our customers. This commitment

makes SPS MARKETING the driving force for B2B communications.

sps-marketing.com

SPS MARKETINGThe driving force of B2B communication

Page | 3

The services:

• Communication and brand consultancy

• Integrated communications concepts

• Classical advertising

• Online communication

• Event and trade show marketing

• Internal communications and employer branding

Linz | StuttgartThe basis of outstanding B2B communication

Page | 4

Your contacts at SPS MARKETING

Gerhard Preslmayer Managing Partner

Norbert Schrangl Managing Partner

Claudia Gilhofer Creative Director and member of the Executive board

Christian GrimmCreative Director and member of the Executive board

Outstanding B2B communication evolves where it is needed: in two of the most important industrial and economic centers in Austria and Germany. In the steel city of Linz, SPS MARKETING is the synonym for Austria‘s leading B2B agency. Companies headquarte-red in Germany are also increasingly drawing on this vitality as a source of more energy and strength. It is thus only logical that SPS MARKETING is now at home as a quite young company in the automotive and me-chanical engineering metropolis of Stuttgart.

The locations: two of the most important economic centers in Austria and Germany

SPS MARKETING LinzJaxstrasse 2-4, 4020 Linz, AustriaE-Mail: [email protected].: +43 (0)732 | 60 50 38-0

SPS MARKETING StuttgartZettachring 6, 70567 Stuttgart, GermanyE-Mail: [email protected].: +49 (0)711 | 49097-471

sps-marketing.com

Linz | StuttgartThe basis of outstanding B2B communication

Your contacts at SPS MARKETING

Christian GrimmCreative Director and member of the Executive board

Classic brand building The image in the mind of the customersps-marketing.com

Every coil of wire, which is awaiting dispatch at voestalpine Austria Draht and voestalpine Draht Finsterwalde

was produced to satisfy our customers unique requirements. Individual Quality – is created by understanding

your expectations. Whether, temperature controlled annealing, precise profiles, special surface treatments,

specific chemical compositions, all within the closest tolerances to our customers specifications. In our computer

controlled high tech facilities we are able to craft specific materials, which are strong, wear resistant and

flexible, just the way you need it. Now that is wire with IQ.

voestalpine Austria Draht GmbHwww.voestalpine.com/austriadraht

voestalpine Draht Finsterwalde GmbHwww.voestalpine.com/finsterwalde

Individual Quality. Enhance the IQ of your wire solutions.

Integrated Quality. Increase the IQ of your wire solutions.

Every metre of quality wire from voestalpine Austria Draht and voestalpine Draht Finsterwalde has its

origin in a very special place…. In the imagination of our customers. We can help you realise your ideas,

our unique specialist understanding and knowledge is at your disposal throughout the whole integrated

process. Starting with the choice of raw materials and the individual base steel through to a completed

coil of wire. Right from the earliest stages of production we are able to adjust all the processes, precisely

fine tuning in every phase to create a perfectly crafted product to suit the customer requirements.

That is wire with IQ.



International Quality.Improve the IQ of your wire solutions.

The thousands of kilometres of high quality wire which are produced by voestalpine Austria

Draht and voestalpine Draht Finsterwalde could easily reach around the world, but we prefer

to reach our customers a little more directly. Supplied from production locations in Austria and

Germany, our extensive global network, combined with international development partnerships.

Supply you with the most advanced solutions whilst saving time and money. Providing our

customers the commitment they deserve. This is wire with IQ.



It all began on the basis of a great idea. With the development of the customised burner over 45 years ago, we gave technological advance a decisive push. And every day we focus on promoting the competitive edge of our customers – by continuously improving the combustion process: more effi cient, more simple, more safe. The outcome: Intelligent Combustion Solutions. www.atec-greco.com

ONLY THOSE WHO UNDERSTAND FIRE, can reinvent it.

MEMBER OF GROUP

Inte l l igent Combust ion Solut ions

THE KEY TO USING FIRE IS THAT it’s there when it’s needed.

Safety is paramount in the combustion process. As our partner, we at GRECO want you to be on the safe side. That’s why we invest so much in personal support and earning the trust of our customers: by advising you expertly and as a partnership, supporting you with individual services – and through constantly expanding our worldwide presence. Always there for you when you need them: Intelligent Combustion Solutions. www.atec-greco.com

MEMBER OF GROUP


ONLY THOSE WHO KNOW THE FULL FORCE OF FIRE, can use it effi ciently.

We wanted to know everything about fi re. So we researched the very varied possibilities for increasing energy effi ciency and signifi cantly reducing the costs. Our best ideas are available in a tailormade form as GRECO technology: for minimum energy consumption, for reduced emissions, for maximum productivity with alternative fuels. Benefi t from the power that changes: Intelligent Combustion Solutions. www.atec-greco.com

MEMBER OF GROUP


Every brand automatically triggers specific percep-tions in the minds of their target groups, both emo-tionally as well as in terms of content. The clearer and more powerful the brand image in terms of de-sign and message communication, the clearer and stronger is also the differentiation from the com-petition in the long run. Please find three series of advertisements that carry the signature of SPS MARKETING and can to this end be hereby clearly recognized: when done right, industry advertising is hardly, boring and monotonous, but rather powerful, surprisingly and consistently effective.

Clear signals create permanentcompetitive advantages

TSTG rail technology Duisburg, GermanyThe new image campaign of the TSTG rail technology entails in

a nutshell the prior art of brand positioning: more technology,

longer service life, more value.

GRECO Combustion SolutionsSão Paulo, BrazilGRECO is with an over 80 % market share, the number one pro-

vider of industrial burner solutions in Brazil. The global player is

now conducting a technology and marketing campaign that is

driven by a complete brand re-launch.

voestalpine Austria DrahtBruck a. d. Mur, AustriaThe image campaign of voestalpine Austria Draht is strategi-

cally designed to focus on the major strengths of the brand:

Integrated quality. International quality. Individual quality. This

is wire with IQ.

Page | 5

More quality,more value, more rail.Precision nuts like Frank appreciatethe best in technology. As do our rail customers.

Quicker, heavier, safer. Optimum rail quality is necessary to ensure that today’s railway systems can keep up with our customers´ future demands. High performance requires high-quality workmanship. This is how you can gain the technical edge – by choosing the technologically best rails, fi nished with the utmost accuracy. We produce the longest rails in the world. MADE IN GERMANY. SINCE 1894. www.tstg.de

More flexibility,more value, more rail. Our rails arrive just-in-time, even if you haven´t ordered 9 months in advance.

At the right place at the right time. Efficient rail logistics make life pleasant and bring significant economic advantages. As a TSTG customer, you can enjoy the benefits of high-quality products as well as the advantages of excellent service. We deliver just in time to every construction site in Europe so that you can enjoy every benefit provided by ultra-long rails. We produce the longest rails in the world.MADE IN GERMANY. SINCE 1894. www.tstg.de

When it comes to urban traffic, rails are subject to enormous stress. Quality is, above all, a matterof endurance, and, as a TSTG customer, you will have that extra edge. We supply grooved rails inultra-hard and weldable steel grades. The result: those who choose TSTG rails choose high-rail performance,high-load capacities and compelling life-cycle costs. We produce the longest rails in the world.MADE IN GERMANY. SINCE 1894. www.tstg.de

More durability,more value, more rail.When Bettina has fi nished her dance training, her degree, and has many years of work behindher, our rails will still be on the right track.

The most colorful corporate presentations and the most original product brochures are worth nothing if they are not popularly used by the sales force or, in ex-treme cases not even understood. The success story of the fully active four-wheel drive DYNAMAX™ by Magna Powertrain, shows how to do it right. Unlike other all-wheel systems DYNAMAX™ has an intelligent control strategy and can thus early adjust to changing condi-tions. The all-wheel drive has been initially deployed in the new Kia Sportage. SPS MARKETING is hereby con-fronted with the task of developing a communication strategy that presents DYNAMAX™ as a sub-brand un-der the Kia Sportage, and that thus significantly contri-butes to the promotion.

The Communication Strategy: The quality and perfor-mance of the four-wheel drive system should on the one hand be conveyed together with the new Kia Spor-tage through a targeted ingredient branding with a pull strategy and on the other hand the corporate brand of the MAGNA Powertrain strengthened through global communication.

The creative main idea: DYNAMAX™ is the first all-wheel drive that thinks ahead for the driver. Suitable to this end is the product slogan „True AWD. Continuously thin-king forward „has been developed. In most communi-cation media the idea is also a visually lived experience: The powertrain detaches itself from the vehicle shell, and is as such one step ahead from the rest of the ve-hicle. In addition to an appropriate product folder as well as a mailing, an image film was also developed that communicates the advantages of DYNAMAX™ in con-junction with the new Kia Sportage. Text and graphics modules have also been developed that Kia uses in its various communication channels as well as in public re-lations work

The results: With a five-digit Euro marketing budget, a media response with a value amounting to well over € 500,000 has been achieved that has entailed report coverage in 17 international print media such as The Wall Street Journal and AutoBild. MAGNA Powertrain has at the same time increased its global market share in the AWD Segment from 8 to 14 %. And due to the ra-pidly increasing demand of well-known automobile ma-nufacturers, this unique success story is far from over ...

We will gladly upon request personally present you with a detailed case [email protected]

Engineered

in Austria

DYNAMAX™ by MAGNA PowertrainTrue AWD Continuously thinking forward

Sales SupportThe success story of DYNAMAX™

From 8 to 14 % market sharewith targeted ingredient branding

Intelligent voraus gedacht

Global market launch of theKia Sportage and DYNAMAXTM in Budapest and San Francisco

Dealer folder and product image video for the market launch of the Kia Sportage

sps-marketing.com

Target group • Kia dealers and Kia customers

• Opinion leaders in the technical sector• Technical journalists

Target group • Decision makers from OEMs worldwide• Opinion leaders in the technical sector

Kia + MAGNA Powertrain Marketing Cooperation

MAGNA Powertrain Sales

Pull strategyDYNAMAXTM by MAGNA Powertrain wird wahlweise gemeinsam mit Kia präsentiert.

Push strategyDYNAMAXTM by MAGNA Powertrain is optionally presented together with Kia.

Push / pull strategy: the communication strategy

MAGNA Powertrain Kia Motors & MAGNA Powertrain

Expansion of global market share in the AWD segment from 8 % to 14 %

15%

10%

5%

01 2 3 4 5 6

Monat

Mar

ket

shar

e

Page | 6

Sales SupportThe success story of DYNAMAX™

Global market launch of theKia Sportage and DYNAMAXTM in Budapest and San Francisco

Trade Show MarketingThe staging at the Geneva Motor Show

In no other communication channel do opportunities and risks lie so close together as at trade fairs. Although on the one hand, the ideal platform to showcase inno-vations and highlights to a diversified audience, the di-rect comparison with all the competitors should on the other hand be perfectly prepared and staged, in order not to quickly fall behind. The bar is set even higher at top fairs such as the International Motor Show in Gene-va, where the major automotive manufacturers invari-

ably convene to stage prior art shows in terms of stand size, features and performances. The work of SPS MAR-KETING for the long-term customer MAGNA STEYR, shows how can cater for a glamorous highlight as a supplier. Under the motto ”less is more, the new show car MILA Aero Light and the associated comprehensive competencies of MAGNA STEYR were presented in the light construction sector,“ in the spring of 2011. Besides the complete standard architecture and design, SPS

MARKETING also catered for the development of the messages conveyed at the show.

We will gladly upon request offer you a per-sonal presentation of our processes, tools and expertise for successful trade show [email protected]

In order to create more attention, sometimes less is more.

Page | 7

Social MarketingA bulls-eye for the brand

Socially responsible marketing is increasingly becoming one of the most important business tools for brand management. Simple sponsorship however no longer generates the attention required in order to give the brand an additional boost, The LINZ AG GAS has there-fore decided to embark on a new path together with SPS MARKETING: ”The Masters of Tomorrow“.

As an energy provider with an enormous social respon-sibility LINZ AG GAS promotes the youth teams of FC

Pasching. Under the title ”The Masters of Tomorrow“, a comprehensive promotional package was designed and realized in a fresh design that to a large extent meets the taste of the youth - a bulls-eye. ”The Masters of Tomorrow“ goes far beyond perimeter advertising. The youth are motivated to actively participate in the project. The LINZ AG, the youth, parents, club officials and all interested parties are be involved in the project, over a dynamically-designed micro site. The motto is: Get out of the cozy room and into the club. Through the combination of actions, PR and online marketing, an

eye-catching and effective overall concept was realized that will have a long term contribution to the brand ac-count of the LINZ AG.

We will gladly upon request offer you a personal detailed case study [email protected]

With strong ideasbreaking new ground in brand management

Page | 8sps-marketing.com

Social MarketingA bulls-eye for the brand

FilmsThe brand in distinctive images

How films reallymove customers

Employer branding is becoming an increasingly important communication strategy in order to attract well-trained and motivated staff and to retain them in the company even in a heightened competitive environment. The career magazine career zone, commissioned by Siemens VAI is an excellent example of how to address graduates, young pro-

fessionals and senior professionals and how to arouse their interest for the company. With the consulting, design and implementation through SPS MARKETING, a vivid and au-thentic magazine with great pictures, employee interviews and exciting stories from a global company, has been crea-ted - as an important contribution to the long term attrac-

tiveness of Siemens VAI as an attractive Employer brand.We will gladly upon request offer you a personal presentati-on of our processes, tools and expertise to strengthen your employer brand.

[email protected]

How to attract and retain the best minds in the business

Career MagazineEnvironment with a perspective

Exciting product and image films are the perfect ope-ner for presentations, they are not only a strong eye-catcher at fairs but they also communicate complex technologies in a simple and efficient way. With this knowledge, SPS MARKETING has designed an image film about the Metallurgical Services sector for Sie-mens VAI that significantly distinguishes itself from conventional industrial films. With the claim „just relax“ („carefree steel production“), Siemens VAI presents it-self to top managers in the iron and steel industry as a reliable partner in the service sector. The film per-fectly exploits the prior art possibilities of audio-visual presentation and spreads the message embedded in an exciting story. The result: the brand is experienced directly with a sustainable anchorage.

Request a demo reel of the film from SPS MARKETING. [email protected]


Internal CommunicationsQuality - the decisive added valuesps-marketing.com

Missionaryfrom 17 to 20 %

Convincedfrom 35 to 50 %

Skepticfrom 38 to 23 %

Rejectingfrom 10 to 7 %

Possible change of the mind set through a consistent internal communication

Communication roadmap

Com

mun

icat

ion

-C

once

pt

Coa

chin

g Ex

ecut

ives

Top-

dow

n m

edia

tion

Cam

paig

n R

ollo

ut

Att

enti

on

Implementation

Continuity

Integrate

Involve

Inform

The quality of staff and as such the quality of work is currently increasingly becoming a key competitive fac-tor within industrial companies. But whoever wants to score points on the outside must first think of the inter-nal effect. SPS MARKETING has developed an internal communication approach for the customer Siemens VAI Metals Technologies that focuses on regaining the awareness of ”quality“ as an extremely important factor for the overall Siemens brand among the approximate-ly 8,500 employees worldwide and should thus lead to sustainable quality improvement and assurance. The big challenge pertained to a global campaign rollout at all Siemens MT locations, whereby the implementati-on of the concept in voice and choice of subject had to be adaptable across borders, understandable and capable

of generating a very good degree of attention. Account had to thereby be taken of the fact that neither Internet nor e-mail is available to the employees in the manufac-turing plants.

The communication strategy of the quality initiative took place in several phases and was compacted based on a global themes

• Phase 1 – Teasing: Thematizing quality, collection of statements, involvement of managers

• Phase 2 – Launching: Awareness, staged actions and kick-off of „rollout internationally“

• Phase 3 – Mobilizing and Operating: Roll out of practice-oriented projects, the preparation for the ex-ternal communication

With the successful implementation at all locations, the first important milestones needed to achieve the desired mindset change have been set. The resulting added va-lue will bind not only customers but also employees closer to the Siemens VAI brand.


”We represent quality. And you are also a part of it.“

Internal CommunicationsQuality - the decisive added value

Metals Technologies

We met in the workshop. And it was love at first sight.Between me and my quality.

We take responsibility together.

Responsibility is in our genes. And quality is part of us. Because only if each and everyone of us make quality their business will a perfect result eventually be achieved. One hundred percent performance for zero defects – this is our mission. For the love of quality and the success of our company. See more details at http://intranet.siemens.com/mt-quality

We are quality. And you‘re part of it too.

Metals Technologies

Of course she causes stress every now and then.But that´s the reason why I love her.My quality.

Avoidance of mistakes helps us further.

Avoidance of mistakes and poor workmanship is in our genes. In this way we can assure quality at the highest level. It is a challenge for all of us. If it were so easy anyone could do. Zero defects – this is our mission. For the love of quality and for the success of our company. See more details at http://intranet.siemens.com/mt-quality


Metals Technologies

We got to know each other during a meeting.Now we are dating each other daily.Me and my quality.

Improvement is our goal.

Improvement is in our genes. Especially when it comes to quality. So we do everything we can to make the good better. This is the only way to get closer to our goal of daily improvement. Zero defects – this is our mission. For the love of quality and for the success of our company. See more details at http://intranet.siemens.com/mt-quality


England

France

USA

China

India Italy

Austria

Germany

Page | 11

SPS MARKETING weltweitIn the E3 International Agency Network

Dustin M. PonsDirector, Business Development and Marketing

Aloft Group www.aloftgroup.com

Mike GoldenManaging Director

Adsmith China www.adsmithchina.com

SPS MARKETING demonstrates international B2B-com-petence as a member of the E3 International Agency Network - an association of owner-managed B2B agen-cies across the globe. We thus have communication partners in Europe, Asia and the U.S. at our disposal,

who likewise also benefit from us. This guarantees the global players among our clients that they do not only hit the right notes in the most culturally diverse mar-kets but also have the right team of over 600 experts at their disposal.

Hit the right note - in all markets around the world

Aloft Group is proud to be a U.S.-based member of the international E3 Network of agencies. We are a brand strategy, innovation and communications firm focused on the healthcare and well-being sectors. From technology to consumer offerings, our clients’ products and services help people live healthier, happier lives. We help our clients drive growth with true and meaningful brand differentiation.

As we look ahead, the direction of the U.S. economy is more encouraging than it was in 2009 during the global downturn, but we are certainly not back to where we were in the pre-slump world of advertising and branding. We expect slower, steady growth over the short-to mid-term.

What we believe the downturn has forced brands to do is become smarter about their business strategy; and to us, business is brand. Aloft Group has seen a trend with brands that are looking to solidify positioning in the marketplace and truly define “who” they are and how they are different or better than the competition.

The relationships we have developed with our E3 partners have helped us to leverage this trend by bringing global insight to our existing and prospective client brand work. E3 is comprised of passionate

business/brand experts across a variety of branding and marketing communication channels. This extensive expertise allows us to share valuable knowledge and ultimately deliver superior business value to our clients.

Currently, Aloft Group delivers brand and product strategy consulting, digital, PR and social media services to our clients to help them better communicate their brand stories and engage their customers. Our E3 partners now also allow us to enhance these services with fresh perspectives, as well as deliver complimentary skill sets that were not previously part of our in-house capabilities.

Additionally, as many of our clients are global, E3 allows us to deliver localized messaging and execution to the numerous international markets in which our customers are doing business. And we can do this much more efficiently as a member of a network of smaller, more nimble agencies, compared to a larger global agency holding company. Quickly evolving global trends, particularly in the areas of social media and digital content, dictate the need for brands and their agency partners to act and move in real time to stay ahead.

Aloft Group looks forward to building strong relationships and brands with our E3 partners in the years to come.

The new trend with brands in the USA

For Adsmith China, working in the E3 group has been a pleasure both on a business as well as personal level. As the mainland China representative for E3, based here in Shanghai, we are often called upon to support other member agencies clients across a broad spectrum of work – including adaptation of websites, print collaterals, and brand names into Chinese.

For example, we have supported agency partner Recommended Finland with their client Botnia, a major paper pulp producer. During this time we have translated and edited Botnia’s corporate magazine into Chinese, including re-doing all of the layout and supervising the print process here locally. We also held a website seminar here in Shanghai in conjunction with Recommended Finland in order to better understand the Chinese customers of Botnia, and how we should adjust the website to better suit their needs. Recommended Finland, for the most part, works directly with the headquarters, while we work with the local operation of the customer to make sure that the client’s needs are fulfilled and surpassed.

This type of collaboration story is boundless: from sourcing a USB supplier, videotaping a Chinese shoe dealer to support a pitch in the UK, setting up a web server in Hong Kong to support a French company, or

just commenting on a brand name or idea in an email to an E3 partner, we treat all of our E3 partner requests with vigor and try our best to support each other’s clients and develop business in a positive, creative way.For our business it is a pleasure and concrete advantage to see so many of the ideas and creative work of our partners, especially in the US and Europe. The level of work is absolutely world-class and during our bi-annual meetings I love the opportunity to see what other agencies, such as SPS MARKETING, are doing.

Here in China there are no limit to the number of agencies, but many of them fall into two classes: very low end and cheap, with dubious quality, and then on the other end extremely expensive 4A agencies, who often receive China business from their clients as part of a global contract. We try to fit in the middle, where we can support top clients with excellent creative and communications services, but with a fair pricing structure combined with direct and involved client contact at the partner level.

Adsmith China has worked on campaigns for LG, Miss Universe, Knauf, Ytong, Gran Melia hotels, Monster cable, InterContinental hotels, Baskin Robbins, Frederique Constant swiss watches, DSM (biotech), Visit Manchester, Peru, and many more.

Excellent communication services from China to Europe

www.e3network.com Page | 12

SPS MARKETING weltweitIn the E3 International Agency Network

Online CommunicationWith a few clicks to more success

In the fastest medium in the world, a more efficient and convenient access to all products and services, is the ultimate mark of quality for a corporate website. How to contemporary meet these requirements, is best portrayed by the example of the Drei-Banken Versi-cherungs-AG. SPS MARKETING has supported the re- nowned company by the complete re-launch of its web-site and thereby developed a contemporary structure with an attractive look & feel. All content texts were the-reby re-edited for online suitability and a uniform style of speech developed. A familiar language now conveys even more proximity, competence and confidence and gives the customer the feeling. ”We understand their needs,“ The new brand presence also entails the new claim ”triple sure“ that is perfectly tailored to the brand and the customer value proposition (Competent, Indivi-dual, Regional).

www.dbvag.at

Functionality and strongcontent is an effective combination

An attractive online presence as a differentiator is to-day enormously important, since the presentations of a lot of brands are highly interchangeable. A high aes-thetic is a perquisite especially in the catering sector, as the eye is known to feast as well. SPS MARKETING

has realized an online presence at a very high level for the premium catering group, MAHL 12. The minimal design and perfectly set imagery have a noticeable ef-fect - the brand is portrayed as young, dynamic, close and trusting. Arouse interest and build loyalty through

a unique, highly creative presentation, unusual for a ca-tering company – this is exactly how successful brand work functions online.

www.mahl12.at

A strong presence based on high aesthetic


Integrated Communicationswith combined strengths

An integrated communication strategy is essential, in order for different communication measures to pre-cisely meet set objectives. Successful companies such as voestalpine Krems use the penetrating power of bundled communication and thereby place their trust in the expertise of SPS MARKETING. A brand positio-ning was designed together with the management and communication management of voestalpine Krems within the framework of a positioning workshop and a unique integrated communication concept developed based on this design. This has enabled the technology leader voestalpine Krems to attain the desired market presence that will be sustainable over the long term.

The management has properly responded to market developments and made a strategic update in 2011. The leading position in cold-rolled steel pipes and pro-files is hereby expressed as a strong value proposition in: ”Hi-Engineered Tubes & Sections.“ The messages

are consistent and uniformly communicated in a de- fined manner in all channels: from traditional adverti-sing over PR and trade shows, to below-the-line activi-ties. This also applies to internal communication and all employer branding activities. The innovation leader is on account of a special motivation campaign now also perceptible for the employees in manufacturing. Being part of this unique team is in itself a source of motiva-tion.

In spite of the high efficiency, many companies do not exploit the capabilities offered by integrated communi-cation in the B2B sector. The benefits however speak for themselves: Through a one-time positioning and definition of key messages, processes are simplified. When applied to all communication channels, costs are thereby reduced and the multiplier effect used for the brand message.

A strategic overall-concept in all channelspromotes the penetrating power of communication

sps-marketing.com


Company Brochure Brand message, with a strong

penetrating power

Fair Tube 2010Appearance in the new styling

Integrated Communicationswith combined strengths

Page | 15

voestalpine Krems key visual on the brand re-launch

Image film voestalpine Krems specially developed for the use on trade shows

Knowledge, enthusiasm and complete service are the basis of outstanding B2B communications. To learn all about your brand, we venture to go deep inside: in your pro-duction, your clean rooms and laboratories, or on your test track and in your wind tunnel. Complex issues as such become simple. A value proposition as such becomes relevant for the target group. B2B communication as such becomes surprising and capable of generating a very good degree of attention. All this makes us what we are for our customers: The driving force of B2B communications.

SUCCESSFUL B2B-COMMUNICATIONHAS ITS OWN DRESS CODE

SPS MARKETING GmbH | B 2 Businessclass | Linz, Stuttgart | [email protected] | www.sps-marketing.com | www.e3network.com

Christian Grimm Creative Director | Member of the executive board

SPS Magazin

Documents

Transcript of SPS Magazin