A medium-sized global market leader had developed a new product. Due to its economic importance, the company decided to establish a subsidiary that would be responsible for the production, marketing and distribution of the new product.
Brand and corporate communication from logo to website
The task of the communications expert was to develop suitable communication measures that would quickly contribute to the added value of the new group company and generate sales for the new product. This included the communicative positioning of the company and product, developing a name for the new company and product, developing a logo and slogan, creating a sales folder and customer newsletter as well as designing and writing a website.
Preparing the trade fair appearance - coordinating international trade press work
The interim manager chose the most important trade fair in the industry to kick off the external communication. Here, the new company presented itself to the public for the first time with a trade fair stand.
The new product was also presented at a press conference. The interim manager was responsible for the product presentation, addressing and inviting international press representatives and opinion multipliers as well as preparing the content of the press documents. He also moderated the event.
Following the trade fair, the interim manager took the lead in developing systematic trade press work in 18 European countries as well as in North America and Asia, which resulted in very broad, positive international media coverage.
Successful brand communication promotes awareness and sales
The brand communication and trade press work quickly bore fruit. The new company quickly found new partners in trade and industry and was able to successfully place the product innovation on the market. External communication made a significant contribution to increasing product and brand awareness as well as sales
