The Center for Industrial Marketing empowers Ringier’s employees to deliver outstanding customer performance
The media landscape is going through a phase of rapid transformation. New technologies are disrupting the traditional supply chain. New information no longer just gets collected, prepared, polished and eventually distributed. Instead, with the change in the media landscape, the focus is now more on strategic and conceptual work. It was with this concern that the largest Swiss media corporation Ringier AG approached us. The Center for Industrial Marketing was asked to teach Ringier’s marketing employees the required tools and techniques of conceptual work.
Ringier AG is Switzerland’s largest and among Europe’s leading media corporations. Counting about 8000 employees, Ringier provides millions of people every day with 120 newspapers and magazines, and more than 80 web and mobile platforms. With the rise of the digital age circumstances changed drastically. Information is available for consumption at any time, in any form and by any one. Hence, efficient marketing concepts start to increasingly be the focus. To successfully identify and optimize these new challenges, Ringier approached the Center for Industrial Marketing for support.
We planned and organized a one-and-a-half-day workshop for Ringier AG where we trained its employees in developing marketing concepts and challenged them with transfer work in this working field. The main goal of these workshops was was to become more efficiently when creating marketing concepts. In a first step, we raised the employees’ awareness to the changed requirements in the media landscape and also showed them the current and future processes of change. Using presentations and case studies, we collectively worked out all the steps of a concept and demonstrated it in a practicable manner.
Thanks to the transfer work every employee had the opportunity to apply the gained knowledge to a current task and hence to develop a concept of their own. Using these inputs, we developed an individual marketing casebook specifically for Ringier which provides valuable templates and operating procedures as reference for future working tasks. This casebook is now continually being used for conceptual marketing work at Ringier.
|The workshops and employee trainings were conducted in a very exciting, informative and practical manner. With the Ringier-Casebook, we now have a valuable instrument to tackle conceptual working tasks from this point on forward with various creative approaches and to implement them effectively.
Dr. Nicolas Pernet, Head Marketing Blick Group