Germany - Marketing - History
04.02.2014
The marketing initiative “Digitalradio Deutschland” has been formed as a cooperation of ARD, Deutschlandradio, Digitalradio Deutschland GmbH and Media Broadcast, to foster the evolution of digital radio in Germany. Its major goal is to coordinate and link all marketing activities of its partners to achieve the maximum impact of these activities.
The initiative is focussing on both b2b and b2c marketing. B2B activities are e.g. the planning and accomplishment of b2b events, retailer in-house trainings and the representation on b2b trade-shows. B2C events are e.g. the handling, coordination and realisation of b2c campaigns such as on-air, online or off-air promotions, the maintenance and development of the central info portal www.digitalradio.de as well as the representation on b2c trade-shows such as IFA or IAA.
The underlying marketing strategy attempts to create consistent appearance and messaging to the whole market. A marketing tool-box has been developed and is completely free of charge for use by all partners.
Future Marketing Campaigns in 2014:
All campaigns are cooperations between ARD, Deutschlandradio, Media-Broadcast and the national commercial radio stations (DRD), and are operated by the ARD project office digital radio.
end of January
Campaign to introduce the improved coverage of the DAB+ networks in Eastern Germany (saxony, thuringia, saxony-anhalt), local ARD-Stations (MDR) with onAir promotion.
February 10th – 23rd
SWR3 (covering Rhineland-Palantine and Baden-Wurttemberg) with a big Major Promotion, including a raffle for more than 50 high class devices and a tablet (both from TechniSat) introducing the tablet with an App as the second screen to the digital radio. Slideshows, DL and the control of the Radio are via App. Lot's of info bits for digital radio in the programme are planned. The campaign will be supported by Citylight-Posters all over the two mentioned federal states.
March, 10th – 14th
Digital radio is partner at the cooperated ARD traffic-service booth at CeBIT 2014 in Hannover. It´s our 3rd year of this cooperation. Besides devices to touch and test, we do information shows thrice a day, raffle for devices and looking forward for to meet partners from industry, radio stations and organisations.
March, 17th – 23rd
Campaign in the Rhine-Main-Area (Frankfurt, Darmstadt, Mainz, Wiesbaden) as the second / returning flight in this area (after the november campaign). public and commerical broadcasters with onAir-Promotion
March to June
A large digital radio campaign in Germany's most populated federal state, northrine-westfalia (17.8 mio inhabitants). The campaign will focus on about six clusters of cities to cover the whole federal state step-by-step. The local ARD-Stations (WDR) will support this with different onAir promotions and device raffles. Campaigns focuses on video-clips on screens in train- and underground-stations and malls.
Examples of successful marketing and communications campaigns in 2013:
Winter cross media campaign from Initiative Digitalradio Deutschland - 'Geben Kühe mit Digitalradio mehr Milch?' Do cows give more milk with Digitalradio?
ARD IFA-Radio and IFA-Blog (September 6th – 11th)
There was a live digital radio transmission from the IFA fairground, the world’s largest consumer electronics trade show. ARD’s IFA-Radio was available across the venue and DLS and Categorised Slideshow services
offered by DAB+ digital radio. There was also heavy marketing in the local press in the run up to and after IFA.
Neue Berliner Luft (July 1st – 7th and July 15th-21st)
An off-air campaign consisting of city-light boards located along the major traffic routes in Berlin (4m contacts per week) took place. This was flanked by retailer training in retail shops in wider Berlin.
NDR digital radio week (May 27th – July 2nd)
An on-air campaign with editorial coverage, including a device lottery took place. The focus was on the new digital radio programme NDR Blue.
MDR digital radio week (April 8th – 14th, 2013)
An on-air campaign with editorial coverage, which ran alongside off-air billposting and a device lottery took place. The climax of the week was on April 11th: ‘digital radio day’ in all MDR media.
10.12.2013
The marketing initiative “Digitalradio Deutschland” has been formed as a cooperation of ARD, Deutschlandradio, Digitalradio Deutschland GmbH and Media Broadcast, to foster the evolution of digital radio in Germany. Its major goal is to coordinate and link all marketing activities of its partners to achieve the maximum impact of these activities.
The initiative is focussing on both b2b and b2c marketing. B2B activities are e.g. the planning and accomplishment of b2b events, retailer in-house trainings and the representation on b2b trade-shows. B2C events are e.g. the handling, coordination and realisation of b2c campaigns such as on-air, online or off-air promotions, the maintenance and development of the central info portal www.digitalradio.de as well as the representation on b2c trade-shows such as IFA or IAA.
The underlying marketing strategy attempts to create consistent appearance and messaging to the whole market. A marketing tool-box has been developed and is completely free of charge for use by all partners.
Examples of successful marketing and communications campaigns in 2013:
Winter cross media campaign from Initiative Digitalradio Deutschland - 'Geben Kühe mit Digitalradio mehr Milch?' Do cows give more milk with Digitalradio?
ARD IFA-Radio and IFA-Blog (September 6th – 11th)
There was a live digital radio transmission from the IFA fairground, the world’s largest consumer electronics trade show. ARD’s IFA-Radio was available across the venue and DLS and Categorised Slideshow services
offered by DAB+ digital radio. There was also heavy marketing in the local press in the run up to and after IFA.
Neue Berliner Luft (July 1st – 7th and July 15th-21st)
An off-air campaign consisting of city-light boards located along the major traffic routes in Berlin (4m contacts per week) took place. This was flanked by retailer training in retail shops in wider Berlin.
NDR digital radio week (May 27th – July 2nd)
An on-air campaign with editorial coverage, including a device lottery took place. The focus was on the new digital radio programme NDR Blue.
MDR digital radio week (April 8th – 14th, 2013)
An on-air campaign with editorial coverage, which ran alongside off-air billposting and a device lottery took place. The climax of the week was on April 11th: ‘digital radio day’ in all MDR media.
24.09.2013
The marketing initiative “Digitalradio Deutschland” has been formed as a cooperation of ARD, Deutschlandradio, Digitalradio Deutschland GmbH and Media Broadcast, to foster the evolution of digital radio in Germany. Its major goal is to coordinate and link all marketing activities of its partners to achieve the maximum impact of these activities.
The initiative is focussing on both b2b and b2c marketing. B2B activities are e.g. the planning and accomplishment of b2b events, retailer in-house trainings and the representation on b2b trade-shows. B2C events are e.g. the handling, coordination and realisation of b2c campaigns such as on-air, online or off-air promotions, the maintenance and development of the central info portal www.digitalradio.de as well as the representation on b2c trade-shows such as IFA or IAA.
The underlying marketing strategy attempts to create consistent appearance and messaging to the whole market. A marketing tool-box has been developed and is completely free of charge for use by all partners.
Examples of successful marketing and communications campaigns in 2013:
MDR digital radio week (April 8th – 14th, 2013)
An on-air campaign with editorial coverage, which ran alongside off-air billposting and a device lottery took place. The climax of the week was on April 11th: ‘digital radio day’ in all MDR media.
NDR digital radio week (May 27th – July 2nd)
An on-air campaign with editorial coverage, including a device lottery took place. The focus was on the new digital radio programme NDR Blue.
Neue Berliner Luft (July 1st – 7th and July 15th-21st)
An off-air campaign consisting of city-light boards located along the major traffic routes in Berlin (4m contacts per week) took place. This was flanked by retailer training in retail shops in wider Berlin.
ARD IFA-Radio and IFA-Blog (September 6th – 11th)
There was a live digital radio transmission from the IFA fairground, the world’s largest consumer electronics trade show. ARD’s IFA-Radio was available across the venue and DLS and Categorised Slideshow services
offered by DAB+ digital radio. There was also heavy marketing in the local press in the run up to and after IFA.