Understanding the German consumer is key to success, if you plan to expand into the German market. This includes knowing who you will be dealing with. What is their culture, and how does it influence consumer behaviour? You have to dissect your target audience in order to develop the right marketing strategy.
German consumers are said to be the most complicated in the world: It is difficult to gain their trust and they are easily disappointed.
RECOMMENDED READING: 1/2 German customers: How your worst enemy can become you best friend.
Germans have proven to score high on brand loyalty. Once they trust a brand, they are twice as likely to buy the same product again. Therefore, brand building is a very important factor to think about, in order to build strong relationships with your target audience. With one of our clients Moyee, we have explored this journey. Although the quest for the right product-market fit was more extensive, we want to share some key insights of their brand building, and how it matches the general suggestions of a good marketing strategy.
1. Germans value personal engagement:
Being present at trade fairs and events is a good tool to raise brand-awareness. You can consider sponsoring an event. This might be an expensive and intricate way to promote your brand, but it proves to be effective. According to a recent study, 72% of consumers positively view brands that provide quality event experiences. Just make sure the events suit your brand and to be creative in designing the events.
In October 2019 Moyee Coffee Germany was present at the Coffee Festival in Berlin, Germany, where the company could display the product to the audience and meet experts in the field. A few days prior to the event, Moyee Coffee organized an event for industry experts including a panel discussion.
2. Social Media:
Depending on your target group, social media can be a powerful tool to connect and stay close to your audience. Here, you can consistently update your progress and convey your unique personal story, which is what people value most: to get to know you! Try to explain as easily as possible who you are, what you stand for and also behave accordingly. This means that all channels you use and all messages you send should speak the same kind of language. With time, people will start to remember you this way.
Instagram Feed from @Moyeecoffeede: Moyee Coffee shares their ongoing progress with the audience
3. Promote word-of-mouth activities:
Your biggest marketing asset is your existing customer base. Next to reviews in online portals and product comparisons, word-of-mouth counts a lot. Consider influencing and encouraging organic word of mouth discussion about your brand. This could be through a controversial ad or through a call to action on social media.
Moyee publishes a campaign against Black Friday: “Pay 30% on top”
4. Give Orientation to Consumers:
52 percent of Germans expect every brand to assume social responsibility and should be involved in at least one social issue that is not directly related to their own business. Identify what makes your brand impactful and make it your USP: Tell customers how their purchase will make a difference in that specific issue. Industry-specific certificates give orientation, too, e.g. FSC (Check all ecolabels in Germany). Otherwise, find and promote objective reviews by experts as well as from the crowd on- and offline.
Moyee tries to change the way coffee is harvested, packaged and sold across the globe, taking into account the environment and human rights: World’s First FairChain Coffee
Finding your unique story and building your brand around some key elements that people easily remember you for can be very hard. But it is also the best way to stand out from the competition, therefore we would always suggest trying to narrow it down and keep it simple. Yet, most importantly: Get used to storytelling!
Moyee Coffee is the first brand in the world to apply the Fair Chain principle. This way they make sure that 50% of revenues from a cup of coffee stay in the country of origin.
You won’t be able to meet everyone’s wishes. That’s why an essential part of your marketing strategy should be dedicated to find out who your target consumer is, how you expect to reach them, and how you will advertise your product. Engaging time and money into this purpose will pay off, especially on the long-term.
Don’t know where to start? We are here to answer your questions!