Author: paul

Long-term successful marketing is based on knowing the customer’s characteristics, preferences, and needs. But how do you avoid mere speculation? The answer is: through customer analysis. A business strategy without the most accurate knowledge of current and intended target groups quickly becomes a guessing game. Entrepreneurial risk can never be avoided entirely, but strategic marketing is difficult without customer analysis. Focus, image and turnover Motives and paths that lead a prospective customer to your company and keep him as a customer can differ. If you try to satisfy all possible customer groups and interests similarly, you risk getting bogged down:…

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The success of a company also depends on its ability to communicate. A company does not only consist of halls, machines and products but is a cooperation of people to generate turnover. Only the exchange of information, values, wishes and hints between employees and customers makes a company workable. The more attention you pay to the different communication channels, the better you will be able to reach your customers and position yourself in the market. Never before have so many and so different channels been available to you as a B2B company as they are today. Email & Newsletter While…

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Digitalisation in the B2B sector is advancing unhindered. But some stages in sales cannot do without the “human” factor. The sales pitch is one such stage. Across industries, it can provide the central impulse that turns the prospect or customer into a buyer. All sales staff should therefore know exactly the essentials of a successful sales talk. The theoretical knowledge is then turned into practical success. You can put your sales talks on the road to success with the following ten tips. The basic principle of argumentation in a sales talk Even the Greek philosophers and Roman orators were concerned…

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Do you want to successfully present your product, service, or company as an exhibitor? Then a trade fair appearance is still very attractive. By deciding to participate in a trade fair, you have already created an important prerequisite for ensuring the best visibility for yourself. A well-planned and implemented appearance is therefore crucial for success. Don’t make the same mistake as your competitors by drowning in the masses. These top five tips for trade fair exhibitors show you how to make your stand an eye-catcher. 1: Use several marketing measures during the fair Even before the trade fair, you have…

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You’ve found your business idea and fine-tuned your business model – now it’s time to work on your business plan. We’ll tell you how to write a solid business plan and what is particularly important to your bank without too much effort. What is a business plan? Business plan definition: The business plan is a comprehensive and structured presentation of your business idea and describes how you want to turn it into reality. It provides a roadmap for your start-up and future business development. Use and benefits: What is the purpose of a business plan? Your business plan serves several…

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Neuromarketing is about looking into the customer’s brain, about understanding how buying decisions are made. The goal: is to create the most efficient advertising measures possible. The eternal battle between two brewery manufacturers for the customer’s favour is the birth of neuromarketing. In 2002, two brain researchers discovered that Coca-Cola and Pepsi each activate two different areas of the consumer’s brain. An article about this in the popular press quickly made waves. Unlike Pepsi, it was found that the Coca-Cola brand manages to activate both the hippocampus (responsible for memories) and the dorsolateral prefrontal cortex (responsible for emotions). While consumer…

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Explaining typography: what is it? Whether it’s a website, blog, brochure, poster or customer magazine – typography is of utmost importance for every text genre. But what is typography, actually? Typography is the use of type, arrangement, and design to structure text information in a way that promotes reading. Good typography is characterised by the fact that the use of font families and markings is chosen with care. The more clearly the typography supports the content, the more likely the message will be received. In other words, the good design enables the reader to perceive the content quickly and without…

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Anyone who runs a business needs key figures to measure success and make well-founded decisions. This article explains the break-even point and how to calculate this figure. 1. What is the break-even point? One of the key performance indicators of a business is the break-even point. A company must make a profit to continue existing and growing. The entrepreneurial profit (another word for it: the “surplus”) results from the difference between the turnover and the costs. If costs are higher than sales, the profit is negative. Then there is a loss. The break-even point is the point at which sales…

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Large-format printing is still indispensable, especially in the CAD environment. Hundreds of prints may be required for complex projects – whether they are drafts, project plans, or drawings for production. Reason enough to look at what needs to be considered when purchasing. Over 20 years ago, HP introduced inkjet technology for formats up to DIN A0, which would have required large-format printers. This replaced technologies such as electrostatic plotters. One was extremely expensive; the other, an electrostatic plotter became too slow: you could wait an hour or more for a drawing in DIN A0 format. What remained of the electrostatic…

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A brochure can be used in many different ways. Think, for example, of a brochure or a product catalogue. When you use printed material, one thing is sure: you will be using text. Using the right fonts is essential for looks and readability. Read on quickly and learn all about different fonts! A good first impression with a brochure You can only make a first impression once. So it is vital to make a good first impression right away. Because a brochure is a book with several pages, the cover is the most important thing. Make sure it looks attractive…

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