Archive

Monthly Archives: July 2013

valuetrendradar:

Da man nicht wissen kann, was man nicht weiß– Value Academy

Originally posted on valuetrendradar:

Value Check Offer mit Logo.008

© 2014 by Value Communication AG, Mainz/Germany

 

 ValueCheck Audits: Fast-track your communication success

 


Kommunikation ist (k)eine Kunst.

Es klingt fast profan, ist es letztlich aber doch nicht: Kommunikation setzt Dinge in Bewegung. Und werthaltige Kommunikation stellt den nachhaltigen profitablen Geschäftsverlauf sicher. In unserem Marketing-getriebenen Digital-Zeitalter sind neue Marketing-Kommunikationskonzepte, -maßnahmen und -wege gefragt, die Innovationen in den Fokus stellen. Doch leicht gerät die Suche nach Innovation zur  “Jagd nach dem Goldenen Kalb”. Zu viele “Buzz Words” und dubioses Experten-Kauderwelsch schaffen eher Verwirrung als Ordnung.

Abhilfe tut not.

 

Die zentrale Frage lautet:
Wie kann man die Kommunikationsfähigkeit eines Unternehmens bewerten? 

Die Analyse und Bewertung der Kommunikationsfähigkeit einer Unternehmung ist für ein erfolgreiches Marketing eine Grundvoraussetzung, um profitable Geschäfte und prosperierendes Wachstum zu ermöglichen. Bislang erfolgt dies in der Praxis aber nicht. Getestet und analysiert wird vielmehr, welche Kommunikationsmaßnahmen bei Image-/Markenaufbau und -pflege sowie bei verkaufs- und absatzfördernden Kampagnen welche Effekte…

View original 397 more words

Value Check Offer mit Logo.008

© 2014 by Value Communication AG, Mainz/Germany

 

 ValueCheck Audits: Fast-track your communication success

 


Kommunikation ist (k)eine Kunst.

Es klingt fast profan, ist es letztlich aber doch nicht: Kommunikation setzt Dinge in Bewegung. Und werthaltige Kommunikation stellt den nachhaltigen profitablen Geschäftsverlauf sicher. In unserem Marketing-getriebenen Digital-Zeitalter sind neue Marketing-Kommunikationskonzepte, -maßnahmen und -wege gefragt, die Innovationen in den Fokus stellen. Doch leicht gerät die Suche nach Innovation zur  “Jagd nach dem Goldenen Kalb”. Zu viele “Buzz Words” und dubioses Experten-Kauderwelsch schaffen eher Verwirrung als Ordnung.

Abhilfe tut not.

 

Die zentrale Frage lautet:
Wie kann man die Kommunikationsfähigkeit eines Unternehmens bewerten? 

Die Analyse und Bewertung der Kommunikationsfähigkeit einer Unternehmung ist für ein erfolgreiches Marketing eine Grundvoraussetzung, um profitable Geschäfte und prosperierendes Wachstum zu ermöglichen. Bislang erfolgt dies in der Praxis aber nicht. Getestet und analysiert wird vielmehr, welche Kommunikationsmaßnahmen bei Image-/Markenaufbau und -pflege sowie bei verkaufs- und absatzfördernden Kampagnen welche Effekte bringen. Für jeden Kommunikationskanal gibt es eigene, spezifisch ausgelegte Auswertungskriterien.

Wir wissen zudem durch aktuelle Forschungsergebnisse, dass Sonderwerbeformen, ›Special Effects‹ oder Crossmedia-Kampagnen in der sog. ›werblichen Kommunikation‹ stets mehr bringen, aber auch stets mehr kosten [vgl. u. a. Dr. Peter Haller, GfK: ›Building Best Brands‹, München 2009]. Die Frage nach der bestmöglichen Wirkung spezifischer Kommunikationsmaßnahmen beantwortet aber noch nicht die nach der Qualität der Kommunikationsfähigkeit eines Unternehmens. Hier sind ganz andere Faktoren und Einflussgrößen zu bewerten, die weit über das Spektrum der klassischen Werbewirkungsforschung oder von ›Media-Audits‹ hinausführen.

 

Werthaltigkeit mit System

Die Werthaltigkeit der Kommunikation muss durch systematische Erforschung, kontinuierliche qualitative Überwachung und die zentrale Steuerung der Geschäftskommunikation erfolgen. Innerhalb unserer Value-Communication-Methodik erfolgt dies durch ein ›Value Check Audit‹.

Hier wird zunächst per ›ValueCheck‹ ein Fragenkatalog abgearbeitet, der acht zentrale Themenbereiche umfasst, die jeweils mit Detail-Fragen unterfüttert werden und deren Beantwortung im ›Ja-Nein-Keine-Angaben‹-Rhythmus abgearbeitet werden. Die Ergebnisse werden im ›Value Score Index‹ dargestellt. Die Befragung wird vom Value-Auditor mit Unternehmensentscheidern innerhalb von 45 bis 90 Minuten durchgeführt. Die Auswertung ergibt schlüssige, konkrete Anhaltspunkte für die Verbesserungs- und Innovationsmöglichkeiten der Organisation und Strukturen, der Kommunikationsarchitektur, der Kommunikationsprozesse, der Kommunikationskanäle und -mittel. 

 

Value System Implementation

© 2014 by Value Communication AG, Mainz/Germany

 

Weiterer Schritt: Vom Audit zum Benchmark

In Value Profile-Workshops können die Ergebnisse vorgestellt, diskutiert und in Handlungsempfehlungen inklusive einer Roadmap umgesetzt werden. Auf dieser Basis ist eine ganzheitliche Bewertung der Kommunikationsfähigkeit möglich; regelmäßige Updates erlauben, Verbesserungen vorzunehmen.

Zweckdienlich ist es, die ValueCheck Audits auf Branchen und Wirtschaftsbereiche auszudehnen, um über Benchmark-Vergleiche die eigenen Fähigkeiten kritisch prüfen und optimieren zu können. Über ValueCheck und ValueProfile erfolgt die strategische Analyse, die im Ergebnis das Design einer neuen Kommunikationsarchitektur liefert. Die Performanz der Kommunikationsarchitektur hängt von der Güte des Value Scoutings ab, dass heisst dem Aufspüren geeigneter, relevanter Kommunikationsinnovationen, die kontinuierlich auf Basis von Wissensvermittlung mit Best-Practice-Auswertungen in der Value Academy darstellbar sind. Das Aufspüren, die Auswahl und die Implementierung von Kommunikationsinnovationen muss als iterativer Prozess verstanden werden, der durch die Value Audits auf seine Wertigkeit und Wirkung überprüft und permanent optimiert werden kann.

 

Bei Interesse steht Andreas Weber für Fragen und Anregungen zur Verfügung.

Kontakt:
a.weber(at)value-communication.com 

 

Hier bitte klicken für weitere Informationen (in englischer Sprache)!

 

 

Hinweis

Unser einzigartiges Value Academy-Programm bietet passende Wissenmodule, die in die Methodik der Value Audits inkl. Value Check einführen und ad hoc erste Ergebnisse liefern. 

 

Value Eco-System Value Check.002

A Letter from Gutenberg’s Home Country Germany

 „Everyone talks about the weather. We don’t.“ Nowadays we should transform this legendary advertising slogan of the German railway company Deutsche Bahn like this: “Nobody wants to talk about print. We do!” – Because even if established business models fail with print, print as a medium can only win.

The communication market lies in change. Service providers of the print industry, media houses and agencies have to reorientate themselves in the dialogue between companies and their customers. Interactive marketing becomes an ultimate discipline. Dialogue-orientated communication and data transfers are required. That means for all parties to become more flexible, to find efficient solutions and to arrange a permanent improvement of established communication processes. The print branch, which sales about 1’000 billion Euro worldwide, is most strongly affected. That’s because today and in the future printers — as consultants of advertisers — have to be able to sell actively a new service and to transport the customer value in the scenario of interactive marketing strategies.

If you believe in the new basic knowledge of marketing, the relationship network between companies, consumers, advertisers and media houses will change in a dramatic way: companies and consumers act through the internet and digital technologies technically on the same level and without media break. The consequence: Dialogue-orientated, digital communication shortens the ways. Response can be assimilated “on the fly” to optimize campaigns or products and to respond individually to customer wishes. Advertising agencies will either be only suppliers of ideas or have to learn, to establish a relationship management not only punctual but mass-market. This is in the usual way of assignment and accomplishment of single campaigns hardly possible any more.

Digitalization and networking turn media production upside down

The digitalization of communication allows a networking of supply and demand. Partnerships and cooperation become indispensable. Print media get an ambitious importance through the digital technology in the marketing-mix – they transport dynamic, not only static contents. Digital print productions (and not only digital printing!) create synergies between the individualized print on paper and pinpoint offers of online-media. Consequence: transactions are prepared much more efficient. At the same time the classic print technologies achieve an appreciation: a better and more stable quality is possible through software control and digital measurement, as well as the drastic reduction of changeover time. And with it the edition dimensions, which are profitable to produce, drop more and more. An enormous advantage arises, if so-called on-demand-productions are used over print portals. Web and print are making a symbiosis concerning the controlling and fabrication of print.

Although the communication branch has realised the technical advantages of the new print technologies, but it cannot use it satisfactory. The reason: The technology developer and –solution provider as well as their customers, the printer, are till now hardly able to communicate the advantages of new production methods and the customer value in a comprehensible way.

On the same time the value of the printed information has to become – especially in the competition with electronic media – clearer, to avoid serious disadvantages. Although the print industry is – as technology-dependent innovation branch – adept in crises because of many structural changes, it has never been in front of such massive cuts like today:

  1. The advertising branch (which finances over 80 percent directly or indirectly the printing matter production) is fighting with dramatic retracements of advertising budgets, with media-spending print advertising looses especially in newspapers and magazines with a double-digit percentage.
  2. At the same time a massive shifting of communication budgets is imminent, because the capital should be invested in CRM-projects, e-mail-, mobile- and online-marketing for example instead of printing matters.
  3. The German Federal Association of Print and Media (BVDM) determines from quarter to quarter an atmosphere index which is becoming worse. It comes along that the print branch is with usual mass-print productions with an over capacity of  around 30 percent according to estimations.
  4. Since the year 2000 the forecast of the leading media company Time Warner, that the contingent of print media at the media use will break in about one third until 2015 (decline of 16 % in the year 1995 to 11 % in the year 2015), comes true.
  5. The investments in print machines stand on a historical low level.

The following question sounds: Does this dark atmosphere image agree with the existing possibilities, so the factual manageable?

The problem: constant greed for more

The drafted picture shows: The atmosphere is bad and improvement is hardly in sight. Both on the publishing side and on the side of the service providers from the print industry. But it has to be questioned: Is this up to the print medium per se or to inherited business models and strategies of market partners, which are based on a maximization of advertising receipts/expenditures on agency- and publishing- side?

A fact is the extremely high dependence of the print media on the advertising market. That’s because publishers make 60 to 80 percent of their sales volume out of advertising receipts and are consumed by the danger of monoculture. Also beside the publishing branch printing matters are predominantly financed directly or indirectly by advertising. But fact is also: today print media offer best quality, which was not achievable before. The developments of print technology reside on the highest standard – and profit by digital technology. She allows creating never known rationalization- and cost saving-potentials at the print media production.

A secondary effect, which was until now considered only in an inadequate way on the communication market, shows highest burden: the imbalance of receipts and expenditures. On the opposite of the – over the years (at least until the crash in the years 2001/2002) double-digit risen – advertising costs of the industry stands a weaker common market growth in the single-digit area. This imbalance is one of the major reasons that advertisers deal more cautious with communication expenditures and especially media-spending. The high advertising expenditures can hardly be justified in front of the controlling, which is now shown very clearly in the financial crisis 2008/2009. Furthermore the media and agency partners owe the answer, which value advertising can have in and with print media respectively which factual effectiveness is given with the achievement of communication targets for the customer. It is not enough any more to show the pure coverage in certain target groups/segments. And to be honest: the breezy long-winded reasons of the “print is effective”-campaign of the German Association of Magazine Publishers (VDZ) are not able to cause that emotional and rational. That’s because the campaign is based on a fundamental error in reasoning, because print media in their effect are reduced on pictures, which can be assigned by every other media channel as well. Result: It is not observable that print is effective, but only that branding is effective. And that we know either way.

Important: To position print media in the right way

The crises of business models in the print branch belie the versatile possibilities, which are accomplished by print media and print technologies in the networking of communication elements:

  • The innovative companies of web economy (before all others Ebay, Amazon & Co) as well as brand producers of all shade use print media not only as an image medium but especially for active brand- and product communication (which is documented by the GWA Production Award in an excellent way for years).
  • print is motor of a quickly developing corporate publishing-category, which grows constantly for over 10 years.
  • print is an important platform of the finance- and economy- communication especially through the so called transpromo (bills, account statements or special information, which contain customer specific data and are accumulated with advertising information).
  • print escapes the fleetingness of the world of data and creates credibility through surface feel and immutability.
  • print technology takes the lead-function. Marketing activities can be boosted in their effectiveness in a significant way on the basis of digitalization in connection with the internet
  • print media guarantee in the brand dialogue through the supply of printed information  that consumers can experience brands penetrative and sustainable.

That’s why print media don’t have to hide concerning their functionality and benefit. But they are dependent in their importance on the relevance of contents and new quality parameters, which are not only defined by beautiful print pictures any more. But condition for the print is a reasonable lobby- and communication work, which is matched to the facts and which has to be effective in the broad public as well as among communication professionals.

The basic principle of valuable graphic communication is the return to the values, characteristics and qualities of creative discourses within a community. The maxim is: communication is made by people for people that come together on the basis of their communicative abilities and go into exchange with each other.

If a community grows or splits, the communication must be supported through media, whereas personal media effects — supported form of lecturers, storyteller etc. — have the highest importance.

Media profits from the art of rhetoric in order to present thoughts/content through language, tone, facial expression and gestures to an audience (auditorium), to offer discussion and to convince with arguments, speech and objection. [Cf. Wilfried Stroh: “Die Macht der Rede”. Berlin 2009]. Decisive are the factors empathy, the interaction with the audience, the creative-dialectic impetus, as well as the readiness for discourse that requires the ability of criticism. Technical (devices, electronic) media as we know them from the era of the Industrial Age partially cover what personal media is able to offer: book and magazine printing, telegraph, radio and television enable the distribution of content on the basis of push mechanisms to draw attention, spread news or messages, or to entertain. Media offers received a stronger presence through this method. The options offered by technical media primarily target the achievement of a media echo.

This has the effect: Communication is mainly mistaken for response, as the philosopher Peter Sloterdijk determines. It is increasingly less about the mediation of content but more about its display. Because it seems to be no longer important what you say, but that you say something at all, the content turns into platitudes more and more, usually without saying anything relevant about the sender. The striving for response creates a rush that prevents anything sophisticated. Instead, we practise constant, meaningless contacting. The expansion of contacting through digital media had the effect that the contacts could no longer be filled with quality oriented content.

The conclusion:

Graphic Communications may not be reduced to staccato-like presented messages lacking context and any form of empathy, if value of the graphic communication is needed in a knowledge society.

Value EcoSystem Com with a system

Wenn der Druckereimarkt profitabel wachsen soll, braucht es ein neues Value Eco-System, wie die Grafik zeigt.

© 2013 Andreas Weber, Value Communication AG, Mainz. Infografik: Lidia Lukianova, SF Bay Area
Märkte und Kunden gemeinsam gewinnen!

In seiner vorangegangenen Exklusiv-Kolumnen beschäftigte sich Andreas Weber mit den durch Social Media hervorgerufenen Veränderungen. Nunmehr rückt die Situation im Druckereimarkt in den Fokus. Der Autor gilt international als renommierter Analyst für Unternehmenskommunikation und Innovationsexperte. Er arbeitet seit über drei Jahrzehnten in der Gutenberg-Stadt Mainz.

Seit Jahrhunderten stellt sich die Druckereibranche als eine der innovativsten und investitionsfreudigsten Wirtschaftszweige überhaupt dar. Das Prinzip, immer in Puncto Technikinnovation die Nase vor zu haben, war äußerst profitabel. Trotz nach wie vor hohem Innovationstempo und vielen (neuen) exzellenten Technik-Lieferanten hat die Druckereibranche aber an Boden verloren. Die Zahl der Druckereibetrieb geht drastisch zurück. Unklar ist, wie profitables Wachstum erzielt werden kann, um nicht nur per Preisnachlass zu retten, was mühsam aufgebaut wurde.

Die logisch wirkende Idee, um aus dem Dilemma dieser Branchenmisere herauszukommen: Im Druckereimarkt bietet sich das größte Potenzial für Digitaldruck. Doch lange haderten die Drucker mit dem Digitaldruck, weil die Qualität nicht stimmte. Der anfänglichen Skepsis im Druckereisektor folgten Angst und Ablehnung, geschürt durch die Marktmacht der neuen Player. Was wiederum neue Dienstleistungstypen und Quereinsteiger auf den Plan rief. 

Die meinten, mit rein digitalen Drucktechniken, die besser ins Internet-Zeitalter passen, den etablierten Druckereien den Garaus zu machen. Zudem finden sich immer mehr Digitaldrucksysteme bei (ehemaligen) Kunden der Druckereien; respektive Managed Print Services bilden eine neue Brücke zwischen Angebot und Nachfrage für Druckprodukte.

Umdenken empfiehlt sich

Die Drucktechnikentwicklung muss nüchtern und vor allem sehr differenziert betrachtet werden. Digitaldruck in all seinen Facetten war unbestritten das Top-Thema der letzten 20 Jahre und vor allem der Leitmesse drupa 2012. Aber nach wie vor werden über 80 Prozent aller weltweiten Druckprodukte in klassischen Drucktechniken hergestellt (allen voran im Offsetdruck). Der Offsetdruck hat sich durch die Digitaltechniken dynamisch weiterentwickelt, inklusive der Prozessoptimierung und Produktivität für Druckereibetriebe.

Evident ist: Druckereien leiden primär keinesfalls unter Finanzierungsproblemen; auf der drupa 2012 sind hohe Investitionen sowohl in Digitaldruck- als auch (wieder) in Offsetdrucktechniken geflossen. Hersteller wie auch Dienstleister versuchen vielmehr, probate Wege zu finden, um ihre Strategie zu überdenken und der Marktsituation anzupassen. Neue Perspektiven und Visionen fehlen aber und werden dringend benötigt.

Mein Tipp:

Druckereien profitieren von umfassenden Lösungspartnern, die nicht nur digitale Drucktechnik anbieten und installieren, sondern Mehrwert durch Kompetenz, Weitsicht, Kontinuität, Wissenstransfer und Services liefern. Druckereien müssen sich fragen, welche Hersteller das leisten können und welche nicht. Und daran ihre Strategie und Investitionsentscheidungen ausrichten. Dies gelingt optimal, wenn ein neues ›Eco System‹ etabliert wird, das Techniklieferant und Druckerei zu Partnern werden lässt, die gemeinsam für Märkte und Kunden Lösungen entwickeln, die Marken und Werbungtreibenden helfen, den individuell besten Kommunikationsmix zu finden und zu nutzen.

Kontakt: Andreas Weber

Twitter @zeitenwende007

Innovation by modern technology is important.

But: Success needs a new Eco System approach

For centuries, the printing industry has been one of the most innovative and investment-intensive industries ever. The principle, to be always in front with technological innovation has been extremely profitable. The great upheaval began more than a generation ago, as implemented in the late 1980s through desktop publishing (DTP), the motto: “Everybody his own Gutenberg!“. Exclusive expertise of the printing industry almost overnight became accessible to everyone using publishing software. Despite the still strong pace of innovation and many (new) excellent technology suppliers, the printing industry has lost ground.

The main reasons / effects:

  1. Furiously accelerated structural change was brought about by the personal computing and PostScript era which had an unexpected and violent impact. The printing industry (like many technology suppliers too), completely underestimated the associated changes. DTP brought the harbinger of the Internet, Web 2.0 and social media developments that spawned an explosion of new business ideas. First of all, Apple and Adobe, and later Google, Facebook, Twitter, Amazon, Ebay and hundreds of others. Tops and flops go hand in hand.
  2. The printing industry influenced many factors, but did not respond adequately, which put its meaning into doubt. Mainly due to the upheaval in the media that rocked the publishing world and put their sustainable business models into question. To create media products, including newspapers, magazines or books for publishers, but with only a portion of the printing business. Neither small nor insignificant, but in the sum is not of vital importance for printers that can use their investments (in machinery) for commercial printing, packaging, mailers, labels, posters and with much more merit. Especially as the lucrative production of the traditional publishing products mentioned is reserved for the few, because of strong competition with low margin.
  3. The changes in the media brought changes in media habits with them. A chain reaction was set in motion: the digitization of communication and transaction capabilities brought many players on the scene that had their roots in the field of photography, computing, communications and office copying techniques. These occurred early and mid-1990s with the promise to complement conventional printing technologies, not just to replace the old world.
    The slogan on the assumption was: “Offset printing is out of date!“. In the printing market, offers the greatest potential for digital printing, so that the industry comes out of trouble again. But the printers quarrelled with the digital printing technology, because the quality was not right. The initial scepticism in the printing sector, followed by fear, and resentment fuelled by the market power of the player. Which in turn created new types of services and newcomers on the scene. The thought of making purely digital printing techniques, which fit better into the Internet age, to the established printers to finish off. In addition, an increasing number of digital printing systems are increasingly used by customers of print shops.

Result

The printing technology development must, therefore, be considered sober and above all very differentiated — especially after drupa 2012. Although digital printing was the undisputed number one topic at drupa 2012. But still be more than 85 percent of the global printing products are manufactured using traditional printing techniques (especially in offset printing). Offset printing by digital techniques has also developed dynamically, including process optimization and productivity for print shops.

The Print Service Industry is not only suffering from the economic situation. Correspondingly high investments at drupa 2012 are both in digital printing as well (again) has flowed into offset printing techniques. Manufacturers and service providers are trying to find ways to rethink their strategy and adapt to the market situation. The focus is on hybrid production offerings to synchronize in a much better way with the current market demands.

Recommendation

Modern, future oriented printers establish benefits from comprehensive technology solutions partners who offer and install not just printing technology, but provide added value through expertise, foresight, continuity, and services. Both partners have to build up and share a common new Eco System to enable growth. That means: Today and tomorrow both parties have to become best-in-class-partners to hit the needs of brand owners and print buyers. Because those customers have to get access to a better business communication approach. At least it’s not about printing, it’s about finding and handling the best communication mix.

Source:
Value Trend Radar, Issue 1, July 2012

Publisher and copyright 2012:
Andreas Weber, Mainz/Germany
Twitter: @zeitenwende007

Illustration: Lidia Lukianova, SF Bay Area

Get in touch for more insights about the new Eco System for hybrid production offerings

Follow

Get every new post delivered to your Inbox.

Join 1,243 other followers