Germany - Marketing - History
11.09.2013
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.
