Bulletin 2/2010 - Siempelkamp NIS
Bulletin 2/2010 - Siempelkamp NIS
Bulletin 2/2010 - Siempelkamp NIS
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kamp as a partner for Chinese wood-based<br />
materials producers. All activities were<br />
preceded by targeted research. Customers<br />
and experts of the Chinese market were<br />
surveyed about their information habits,<br />
PR support in the Chinese technical press<br />
for example, concerning the specialized<br />
press. The communication concept then<br />
targeted a well-coherent chain of three<br />
links including an advertisement campaign,<br />
the presence at trade fairs and PR activities.<br />
SIEMPELKAMP | MACHINERY AND PLANTS<br />
According to our consutants marketing in<br />
China has to be “Re Nao” – which is literally<br />
translated into “hot and loud”. Dancing lions<br />
and dragons as well as small gifts for cus tomers<br />
and journalists are part of this concept.<br />
From the advertisement concept to<br />
the interview: the communication mix<br />
for China<br />
“As bold as possible,” was the recommendation<br />
for the advertisement of the 4‘ concept.<br />
Existing ads for the European market<br />
were modifi ed according to the Chinese<br />
taste and placed in relevant specialized<br />
media. This method was completely<br />
successful: “Customers, interested parties<br />
and industry representatives noticed our<br />
Chinese ads immediately. It proved to be<br />
especially effective that we referred to our<br />
previous successes in the Chinese market.<br />
Each ad has been stating how many 4‘<br />
plants have been ordered to date,” says<br />
Ralf Griesche, Marketing Director for<br />
<strong>Siempelkamp</strong>.<br />
Similar to ads, the focus at Chinese trade<br />
fairs has also been directed towards<br />
presenting the advantages and successes<br />
of the manufacturer and customers. This<br />
was the case at the International Ex hibition<br />
on Woodworking Machinery and Furniture<br />
Manufacturing Equipment (WMF) in Beijing<br />
in March <strong>2010</strong>. A <strong>Siempelkamp</strong> press<br />
provides customers with the security to<br />
have purchased the “Mercedes” of the 4‘<br />
presses. This concept had to be communicated<br />
in a perfect environment: A 250 m²<br />
booth focused on the special needs of the<br />
Chinese professional visitors. Well-suited<br />
video material was especially important.<br />
The local agency in China created a<br />
product presentation which was effectively<br />
communicated via six large screens. The<br />
eye catcher was a centrally positioned<br />
section of a ContiRoll ® press of which<br />
many visitors took a picture. This display<br />
was not just a pretty face but resulted in a
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