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In other words, an attempt is made to present oneself as more environmentally friendly than one actually is.",{"type":102},{"type":134,"content":135},"bullet_list",[136],{"type":137,"content":138},"list_item",[139],{"type":102,"content":140},[141],{"text":142,"type":106,"marks":143},"Sustainability VS greenwashing - not so easy to distinguish",[144],{"type":111},{"type":102,"content":146},[147,149,153,155,159,161,165,167,168,170,174,176,180,182,186,188,192,194,198],{"text":148,"type":106},"Environmental protection is not just about ",{"text":150,"type":106,"marks":151},"Climate change",[152],{"type":111},{"text":154,"type":106},"but also about the fight against ",{"text":156,"type":106,"marks":157},"Pollution of the planet",[158],{"type":111},{"text":160,"type":106},"and the ",{"text":162,"type":106,"marks":163},"Exploitation of natural resources",[164],{"type":111},{"text":166,"type":106},". 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It is made up of a wide variety of actions - including Erasmus+ higher education, in which students complete a course of study, internship, teaching or further training abroad.",{"type":102},{"type":102,"content":566},[567,569],{"text":568,"type":106},"To discover even more funding, ",{"text":570,"type":106,"marks":571},"go to the website of the province of Upper Austria!",[572],{"type":389,"attrs":573},{"href":574,"uuid":29,"anchor":29,"target":575,"linktype":393},"https:\u002F\u002Fwww.land-oberoesterreich.gv.at\u002Ffoerderungen.htm","_blank","Funding from the state of Upper Austria",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":579},[580],{"type":102,"content":581},[582],{"text":255,"marks":583},[],[585],{"_uid":586,"title":587,"ogImage":588,"ogTitle":587,"component":41,"description":589,"ogDescription":589},"96006b67-36fb-4c64-9b66-810857938914","We(r)binar: Subsidies from the province of Upper Austria",{"filename":29},"Interesting facts about the subsidies of the province of Upper Austria!","Förderungen",{"id":592,"alt":29,"name":29,"focus":29,"title":29,"filename":593,"copyright":29,"fieldtype":39,"is_external_url":34},7177572,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F7960x4478\u002F92ab6f6076\u002Fwb_werbinar_foerderungen.jpg",{"id":592,"alt":29,"name":29,"focus":29,"title":29,"filename":593,"copyright":29,"fieldtype":39,"is_external_url":34},"foerderungen-des-land-ooe","en\u002Farticles\u002Ffoerderungen-des-land-ooe",660,[],"4419d6e2-9d43-4f55-bc30-251cc0245c04","2023-04-06T13:32:34.965Z",[],"articles\u002Ffoerderungen-des-land-ooe",[604],{"path":602,"name":46,"lang":51,"published":46},{"name":606,"created_at":607,"published_at":608,"updated_at":609,"id":610,"uuid":611,"content":612,"slug":779,"full_slug":780,"sort_by_date":46,"position":781,"tag_list":782,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":783,"first_published_at":784,"release_id":46,"lang":51,"path":46,"alternates":785,"default_full_slug":786,"translated_slugs":787},"Warum Produktvideos funktionieren","2024-04-04T14:09:40.679Z","2024-11-11T14:39:09.553Z","2024-11-11T14:39:09.599Z",473005456,"a7d145ad-1a60-464f-9864-4d8549e28a95",{"_uid":613,"body":614,"text":615,"title":760,"ctaLink":761,"ctaText":762,"pageSeo":768,"category":774,"ctaLabel":264,"ctaTitle":265,"cardImage":775,"component":20,"coverImage":778,"ctaSubTitle":270},"6f186cf2-4907-4356-a48c-595e17cbe68a",[],{"type":99,"content":616},[617,627,628,632,633,634,640,650,663,673,687,697,707,708,709,718,728,732,742,746,756],{"type":102,"content":618},[619,621,622,624,625],{"text":620,"type":106},"Product presentations offer the target group a simple understanding of what the product does. The videos are a helpful tool to show in a simple way what a product can do.",{"type":113},{"text":623,"type":106},"Especially when, for example, products are sold purely online and there is no showroom available for customers to try them out.",{"type":113},{"text":626,"type":106},"One thing is clear online; consumers are demonstrably more engaged with video content. The likelihood that they will buy the products increases enormously as a result of these videos. They offer the potential buyer a well-rounded perspective on the product by allowing them to see it in action and from different angles.",{"type":102},{"type":102,"content":629},[630],{"text":631,"type":106},"In addition to the presentation, product videos are also ideal for increasing awareness of the product, as they are excellent for sharing on social media channels.",{"type":102},{"type":102},{"type":102,"content":635},[636],{"text":637,"type":106,"marks":638},"That's what matters:",[639],{"type":111},{"type":134,"content":641},[642],{"type":137,"content":643},[644],{"type":102,"content":645},[646],{"text":647,"type":106,"marks":648},"The mix",[649],{"type":111},{"type":102,"content":651},[652,654,658,660,661],{"text":653,"type":106},"The challenge is to find the right ",{"text":655,"type":106,"marks":656},"Mixture of entertainment, advertising and information",[657],{"type":111},{"text":659,"type":106}," information.",{"type":113},{"text":662,"type":106},"Dry information on functionality is the reason why nobody wants to read product descriptions. However, a certain amount of technical explanation is necessary for customers to understand what it is all about. This is the only way he or she can identify the personal added value for themselves. At the same time, the video should also convince them to buy. There is a fine line here too, as customers should not get the feeling that they are being presented with a purely promotional video.",{"type":134,"content":664},[665],{"type":137,"content":666},[667],{"type":102,"content":668},[669],{"text":670,"type":106,"marks":671},"The content",[672],{"type":111},{"type":102,"content":674},[675,677,681,682,684,685],{"text":676,"type":106},"Product videos should be short - true to the motto: ",{"text":678,"type":106,"marks":679},"The spice is in the brevity!",[680],{"type":111},{"type":113},{"text":683,"type":106},"They therefore offer little time and space to present information. It is therefore important to weigh up the relevance of this information. As always, content is key.",{"type":113},{"text":686,"type":106},"Target group-specific content and selected information that is of interest to them will lead to success.",{"type":134,"content":688},[689],{"type":137,"content":690},[691],{"type":102,"content":692},[693],{"text":694,"type":106,"marks":695},"Target group",[696],{"type":111},{"type":102,"content":698},[699,701,705],{"text":700,"type":106},"As already mentioned, the target group is once again an ",{"text":702,"type":106,"marks":703},"essential part",[704],{"type":111},{"text":706,"type":106}," of all decision-making processes. Only if the target group is known, if you know what makes these people tick, can you get the full effect from the product video.",{"type":102},{"type":102},{"type":102,"content":710},[711,715,716],{"text":712,"type":106,"marks":713},"What types of product videos are there?",[714],{"type":111},{"type":113},{"text":717,"type":106},"Once again, the type of product video to be created depends entirely on the target group. But what types are there?",{"type":134,"content":719},[720],{"type":137,"content":721},[722],{"type":102,"content":723},[724],{"text":725,"type":106,"marks":726},"Product demo video",[727],{"type":111},{"type":102,"content":729},[730],{"text":731,"type":106},"This is more of an awareness video. It is created without a call-to-action, without a push-to-buy. It is really only about showing the product on the market, but also describes the possible applications and the most important features.",{"type":134,"content":733},[734],{"type":137,"content":735},[736],{"type":102,"content":737},[738],{"text":739,"type":106,"marks":740},"Explanatory video",[741],{"type":111},{"type":102,"content":743},[744],{"text":745,"type":106},"Here the target group are aware of the brand, the company and the products on offer, but are still considering other options and alternatives. These videos can be used to show the functionality, unique selling points and benefits in more detail. While the main focus of product demo videos is on the function, explainer videos are more focused on the benefits. More in the direction of \"How will the product benefit me?\"",{"type":134,"content":747},[748],{"type":137,"content":749},[750],{"type":102,"content":751},[752],{"text":753,"type":106,"marks":754},"Review and unboxing videos",[755],{"type":111},{"type":102,"content":757},[758],{"text":759,"type":106},"As customer reviews build up an enormous amount of trust, these review videos can be just the thing to convince potential buyers.","Why product videos work",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":763},[764],{"type":102,"content":765},[766],{"text":255,"marks":767},[],[769],{"_uid":770,"title":771,"ogImage":772,"ogTitle":771,"component":41,"description":773,"ogDescription":773},"4798a641-fe35-4fbf-8872-4a1d7b507007","We(r)binar: Product videos",{"filename":29},"Find out why product videos work so well here.","Film und Animation",{"id":776,"alt":29,"name":29,"focus":29,"title":29,"filename":777,"copyright":29,"fieldtype":39,"is_external_url":34},7177561,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F6869x3864\u002F3c66e76f62\u002Fproduct-photography-shoot-of-shoes-2021-09-03-11-17-11-utc.jpg",{"id":776,"alt":29,"name":29,"focus":29,"title":29,"filename":777,"copyright":29,"fieldtype":39,"is_external_url":34},"warum-produktvideos-funktionieren","en\u002Farticles\u002Fwarum-produktvideos-funktionieren",650,[],"c636d53b-cf57-41b1-ab5d-9dbda2dcc6e8","2023-04-06T13:30:35.320Z",[],"articles\u002Fwarum-produktvideos-funktionieren",[788],{"path":786,"name":46,"lang":51,"published":46},{"name":790,"created_at":791,"published_at":792,"updated_at":793,"id":794,"uuid":795,"content":796,"slug":888,"full_slug":889,"sort_by_date":46,"position":890,"tag_list":891,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":892,"first_published_at":893,"release_id":46,"lang":51,"path":46,"alternates":894,"default_full_slug":895,"translated_slugs":896},"Animationen in der Werbung","2024-04-04T14:09:39.483Z","2024-11-11T14:39:09.244Z","2024-11-11T14:39:09.292Z",473005449,"56b10c37-a070-41b5-a038-4f40c716adad",{"_uid":797,"body":798,"text":799,"title":870,"ctaLink":871,"ctaText":872,"pageSeo":878,"category":774,"ctaLabel":264,"ctaTitle":265,"cardImage":884,"component":20,"coverImage":887,"ctaSubTitle":270},"8114fea4-4137-4ea0-9ed4-03872bcfe6c1",[],{"type":99,"content":800},[801,810,811,817,830,831,837,847,848,854],{"type":102,"content":802},[803,807,808],{"text":804,"type":106,"marks":805},"Animation is movement.",[806],{"type":111},{"type":113},{"text":809,"type":106},"An animated promotional video is a great way to increase awareness of a product, service, brand or company. They are particularly suitable as explanatory videos. Used correctly, the videos are noticed more quickly because movement immediately catches the eye. Animated messages simply stand out from the many static ones.",{"type":102},{"type":102,"content":812},[813],{"text":814,"type":106,"marks":815},"Complex issues brought to the point.",[816],{"type":111},{"type":102,"content":818},[819,821,828],{"text":820,"type":106},"As a mixture of information and entertainment, these videos are suitable for landing pages, ",{"text":822,"type":106,"marks":823},"Social media",[824,827],{"type":389,"attrs":825},{"href":826,"uuid":29,"anchor":29,"custom":29,"target":392,"linktype":393},"\u002Fleistungen\u002Fsocial-media-marketing\u002F",{"type":111},{"text":829,"type":106},"events and for many other areas of application. Complex topics can be explained quickly and clearly using animated videos. This type of advertising is often played out via television or digital channels, especially via social media platforms such as YouTube, Facebook and Tiktok.",{"type":102},{"type":102,"content":832},[833],{"text":834,"type":106,"marks":835},"Growing areas of application for animations",[836],{"type":111},{"type":102,"content":838},[839,841,842,844,845],{"text":840,"type":106},"The internet is probably the ultimate platform for animations.",{"type":113},{"text":843,"type":106},"Be it your own website, landing pages, virtual presentations or for social media.",{"type":113},{"text":846,"type":106},"Technically, almost anything is possible with animations. Starting with an integrated standard video player in a website through to full-surface background animations or as a digital advertising space. Well designed, the animation guides the user through the website, increasing the length of stay - which in turn increases the Google ranking.",{"type":102},{"type":102,"content":849},[850],{"text":851,"type":106,"marks":852},"Your ideas come to life with Werbeberg.",[853],{"type":111},{"type":102,"content":855},[856,858,859,861,868],{"text":857,"type":106},"Animated videos are very entertaining and creative, and informative at the same time. Animated videos require professional designers and a lot of time. Motion graphics are used to create audiovisual moving images that can convey a variety of content.",{"type":113},{"text":860,"type":106},"Animated product explanations or logo animations - ",{"text":862,"type":106,"marks":863},"You've come to the right place",[864,867],{"type":389,"attrs":865},{"href":866,"uuid":29,"anchor":29,"custom":29,"target":392,"linktype":393},"\u002Fkontakt\u002F",{"type":111},{"text":869,"type":106},". Secure the attention of your customers with animations.","Animations in advertising",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":873},[874],{"type":102,"content":875},[876],{"text":255,"marks":877},[],[879],{"_uid":880,"title":881,"ogImage":882,"ogTitle":881,"component":41,"description":883,"ogDescription":883},"81a08657-8848-4036-a67f-1c1e6eba0ffb","We(r)binar: Animations in advertising",{"filename":29},"Where are animations used in advertising? Find out interesting facts in the blog post",{"id":885,"alt":29,"name":29,"focus":29,"title":29,"filename":886,"copyright":29,"fieldtype":39,"is_external_url":34},7177555,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F7360x4140\u002F4bea7b0315\u002Fwb_werbinar_animationen.jpg",{"id":885,"alt":29,"name":29,"focus":29,"title":29,"filename":886,"copyright":29,"fieldtype":39,"is_external_url":34},"animationen-in-der-werbung","en\u002Farticles\u002Fanimationen-in-der-werbung",640,[],"903f38cc-4342-4d80-a6fa-2f490e26ae8f","2023-04-06T13:29:16.213Z",[],"articles\u002Fanimationen-in-der-werbung",[897],{"path":895,"name":46,"lang":51,"published":46},{"name":899,"created_at":900,"published_at":901,"updated_at":902,"id":903,"uuid":904,"content":905,"slug":1062,"full_slug":1063,"sort_by_date":46,"position":1064,"tag_list":1065,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":1066,"first_published_at":1067,"release_id":46,"lang":51,"path":46,"alternates":1068,"default_full_slug":1069,"translated_slugs":1070},"Essenziell: Das Drehbuch.","2024-04-04T14:09:38.029Z","2024-11-11T14:39:08.863Z","2024-11-11T14:39:08.894Z",473005322,"3178cd14-8cf4-42e3-bac1-dec1d9cd459c",{"_uid":906,"body":907,"text":908,"title":1044,"ctaLink":1045,"ctaText":1046,"pageSeo":1052,"category":774,"ctaLabel":264,"ctaTitle":265,"cardImage":1058,"component":20,"coverImage":1061,"ctaSubTitle":270},"53af41f8-6abf-46f5-bd32-d1ca4df55560",[],{"type":99,"content":909},[910,919,920,926,936,943,944,954,975,976,986,990,991,1001,1014,1015,1025,1029,1030,1040],{"type":102,"content":911},[912,916,917],{"text":913,"type":106,"marks":914},"Why should you write a script?",[915],{"type":111},{"type":113},{"text":918,"type":106},"By thinking things through in advance, you are more likely to get the full potential out of a video or movie. Scripts ensure that everything that is planned is actually shown. It creates a common thread that you can follow. This creates a more enjoyable movie or video experience for viewers.",{"type":102},{"type":102,"content":921},[922],{"text":923,"type":106,"marks":924},"How is it written?",[925],{"type":111},{"type":134,"content":927},[928],{"type":137,"content":929},[930],{"type":102,"content":931},[932],{"text":933,"type":106,"marks":934},"Briefing",[935],{"type":111},{"type":102,"content":937},[938,940,941],{"text":939,"type":106},"This written document contains answers to questions such as: What is the topic? What is the aim of the video or film? Who is the audience? What insights do you want viewers to gain?",{"type":113},{"text":942,"type":106},"The briefing is an important part because it keeps you on track so that you don't lose your way.",{"type":102},{"type":134,"content":945},[946],{"type":137,"content":947},[948],{"type":102,"content":949},[950],{"text":951,"type":106,"marks":952},"Concept",[953],{"type":111},{"type":102,"content":955},[956,958,962,963,965,966,973],{"text":957,"type":106},"Simply put, the concept is the basis, the ",{"text":959,"type":106,"marks":960},"Skeleton of the script.",[961],{"type":111},{"type":113},{"text":964,"type":106},"There are many different approaches here. A traditional point of view structure works perfectly. The important thing is not to make it too complex. You should be able to skim through everything quickly and see whether the message has been logically structured or whether something important has been forgotten.",{"type":113},{"text":967,"type":106,"marks":968},"The concept",[969,972],{"type":389,"attrs":970},{"href":971,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fleistungen\u002Fkonzepte\u002F",{"type":111},{"text":974,"type":106}," is easier to revise than the script, so you should spare no effort in correcting errors here - it's best to have someone else from the team read over it and get feedback. This way you know straight away whether the structure was created logically and can make any necessary adjustments.",{"type":102},{"type":134,"content":977},[978],{"type":137,"content":979},[980],{"type":102,"content":981},[982],{"text":983,"type":106,"marks":984},"Dialogue",[985],{"type":111},{"type":102,"content":987},[988],{"text":989,"type":106},"The next step after the concept is to build a body from the skeleton and to form entire sentences from the key points. It is important to establish the tonality of the entire film or video here.",{"type":102},{"type":134,"content":992},[993],{"type":137,"content":994},[995],{"type":102,"content":996},[997],{"text":998,"type":106,"marks":999},"Bait & introduction",[1000],{"type":111},{"type":102,"content":1002},[1003,1005,1006,1008,1009,1011,1012],{"text":1004,"type":106},"The purpose is to immediately grab the viewer's attention and keep it. The viewer should already \"bite\" in the introduction and not let go of the fishing rod.",{"type":113},{"text":1007,"type":106},"What to consider with the bait:",{"type":113},{"text":1010,"type":106},"Viewers are specifically looking for something specific on the internet, unlike someone who is bored zapping through the channels hoping to find something interesting. Depending on where you place the video or film, you should therefore adapt the bait accordingly.",{"type":113},{"text":1013,"type":106},"The introduction contains both the bait and some detailed information so that the viewer immediately understands what it is all about.",{"type":102},{"type":134,"content":1016},[1017],{"type":137,"content":1018},[1019],{"type":102,"content":1020},[1021],{"text":1022,"type":106,"marks":1023},"Body",[1024],{"type":111},{"type":102,"content":1026},[1027],{"text":1028,"type":106},"After the introduction is done, it's time to give the audience what they came for. The sooner they get that, the more involved they will be. And that's the key to success. It provides order and keeps viewers from getting lost and conveys irresistibly crafted content.",{"type":102},{"type":134,"content":1031},[1032],{"type":137,"content":1033},[1034],{"type":102,"content":1035},[1036],{"text":1037,"type":106,"marks":1038},"The conclusion",[1039],{"type":111},{"type":102,"content":1041},[1042],{"text":1043,"type":106},"For videos, a call to action can follow the content. A farewell is also well received here.","Essential: The script.",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":1047},[1048],{"type":102,"content":1049},[1050],{"text":255,"marks":1051},[],[1053],{"_uid":1054,"title":1055,"ogImage":1056,"ogTitle":1055,"component":41,"description":1057,"ogDescription":1057},"504c2919-33d1-4bc5-95b5-68d4fd812186","We(r)binar: The script",{"filename":29},"A screenplay is essential for every film production. Find out more here in the blog post!",{"id":1059,"alt":29,"name":29,"focus":29,"title":29,"filename":1060,"copyright":29,"fieldtype":39,"is_external_url":34},7177543,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F7360x4140\u002F67cea54d87\u002Fwb_werbinar_drehbuch.jpg",{"id":1059,"alt":29,"name":29,"focus":29,"title":29,"filename":1060,"copyright":29,"fieldtype":39,"is_external_url":34},"essenziell-das-drehbuch","en\u002Farticles\u002Fessenziell-das-drehbuch",630,[],"69ae5840-9d4f-41de-8ea7-a94b1bd80148","2023-04-06T13:27:07.607Z",[],"articles\u002Fessenziell-das-drehbuch",[1071],{"path":1069,"name":46,"lang":51,"published":46},{"name":1073,"created_at":1074,"published_at":1075,"updated_at":1076,"id":1077,"uuid":1078,"content":1079,"slug":1208,"full_slug":1209,"sort_by_date":46,"position":1210,"tag_list":1211,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":1212,"first_published_at":1213,"release_id":46,"lang":51,"path":46,"alternates":1214,"default_full_slug":1215,"translated_slugs":1216},"Werbefilme","2024-04-04T14:09:36.676Z","2024-11-11T14:39:08.540Z","2024-11-11T14:39:08.581Z",473005295,"08cabee8-8ac5-44a6-8cd3-1f6a9a776a22",{"_uid":1080,"body":1081,"text":1082,"title":1190,"ctaLink":1191,"ctaText":1192,"pageSeo":1198,"category":774,"ctaLabel":264,"ctaTitle":265,"cardImage":1204,"component":20,"coverImage":1207,"ctaSubTitle":270},"910c69d8-7b0f-468a-8668-48cde8d44bee",[],{"type":99,"content":1083},[1084,1088,1089,1093,1103,1110,1120,1127,1140,1150,1154,1164,1180,1181,1185,1186],{"type":102,"content":1085},[1086],{"text":1087,"type":106},"Advertising films are longer, more elaborate and exciting commercials that are often shown in cinemas, but they are also often shown on television or the Internet. This can include image films, for example.",{"type":102},{"type":102,"content":1090},[1091],{"text":1092,"type":106},"The creation of an advertising film",{"type":134,"content":1094},[1095],{"type":137,"content":1096},[1097],{"type":102,"content":1098},[1099],{"text":1100,"type":106,"marks":1101},"First step: defining the goal",[1102],{"type":111},{"type":102,"content":1104},[1105,1107,1108],{"text":1106,"type":106},"Before you start, you should think about what you want to achieve with a promotional film and also who you want to reach - who is the target group?",{"type":113},{"text":1109,"type":106},"Questions to consider here: What do you want to show? Do you want to present a product or perhaps advertise the company? The design of the video changes depending on what and who the goal is. That's why a detailed briefing is carried out in advance, in which all these important things are clarified and recorded.",{"type":134,"content":1111},[1112],{"type":137,"content":1113},[1114],{"type":102,"content":1115},[1116],{"text":1117,"type":106,"marks":1118},"Concept & script",[1119],{"type":111},{"type":102,"content":1121},[1122,1124,1125],{"text":1123,"type":106},"The next step is to create a concept, a film outline.",{"type":113},{"text":1126,"type":106},"A concept is the first formulation of the realization of an idea or a goal. Without the concept, the idea remains an idea.",{"type":102,"content":1128},[1129,1131,1138],{"text":1130,"type":106},"A ",{"text":1132,"type":106,"marks":1133},"Screenplay ",[1134,1137],{"type":389,"attrs":1135},{"href":1136,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fblog\u002Fdrehbuch-blog\u002F",{"type":111},{"text":1139,"type":106},"is developed on the basis of the concept.",{"type":134,"content":1141},[1142],{"type":137,"content":1143},[1144],{"type":102,"content":1145},[1146],{"text":1147,"type":106,"marks":1148},"Organization",[1149],{"type":111},{"type":102,"content":1151},[1152],{"text":1153,"type":106},"There is a lot to organize before the shoot. The locations, film actors, etc. have to be found, possibly even through a casting. The right equipment must also be selected and a suitable crew hired.",{"type":134,"content":1155},[1156],{"type":137,"content":1157},[1158],{"type":102,"content":1159},[1160],{"text":1161,"type":106,"marks":1162},"Finally the time has come: the shoot",[1163],{"type":111},{"type":102,"content":1165},[1166,1168,1169,1171,1178],{"text":1167,"type":106},"The concept comes to life, the lights go on and the location is immersed in the desired atmosphere. Little by little, the promotional film is created. The director works on the artistic realization of the concept.",{"type":113},{"text":1170,"type":106},"After the shoot, the ",{"text":1172,"type":106,"marks":1173},"Post-production ",[1174,1177],{"type":389,"attrs":1175},{"href":1176,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fblog\u002Fpostproduktion\u002F",{"type":111},{"text":1179,"type":106},"everything is put together into a finished film. Music, sound design, color correction. All these steps give the commercial its finishing touches.",{"type":102},{"type":102,"content":1182},[1183],{"text":1184,"type":106},"Once all this is done, it is of course also important to communicate the advertising film to the target group. There are many ways to distribute it. YouTube ads, cinema screens, social media ads and many more. It should be well planned where the film is played in order to reach the target group.",{"type":102},{"type":102,"content":1187},[1188],{"text":1189,"type":106},"Your advertising film from Werbeberg guarantees you the attention of your target group, contact us without obligation and we will discuss your idea!","Advertising films",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":1193},[1194],{"type":102,"content":1195},[1196],{"text":255,"marks":1197},[],[1199],{"_uid":1200,"title":1201,"ogImage":1202,"ogTitle":1201,"component":41,"description":1203,"ogDescription":1203},"3a7faaa2-0d59-4cc6-9aec-c769d6026b01","We(r)binar: Advertising films",{"filename":29},"Have you ever wondered how advertising films are made? Then you've come to the right place!",{"id":1205,"alt":29,"name":29,"focus":29,"title":29,"filename":1206,"copyright":29,"fieldtype":39,"is_external_url":34},7177540,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F5184x2916\u002F5912f94845\u002Fwb_werbinar_werbefilme.jpg",{"id":1205,"alt":29,"name":29,"focus":29,"title":29,"filename":1206,"copyright":29,"fieldtype":39,"is_external_url":34},"werbefilme","en\u002Farticles\u002Fwerbefilme",620,[],"b2b30a3f-0250-4435-a27b-75c0adf92de1","2023-04-06T13:26:07.825Z",[],"articles\u002Fwerbefilme",[1217],{"path":1215,"name":46,"lang":51,"published":46},{"name":1219,"created_at":1220,"published_at":1221,"updated_at":1222,"id":1223,"uuid":1224,"content":1225,"slug":1291,"full_slug":1292,"sort_by_date":46,"position":1293,"tag_list":1294,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":1295,"first_published_at":1296,"release_id":46,"lang":51,"path":46,"alternates":1297,"default_full_slug":1298,"translated_slugs":1299},"Markenbotschaft","2024-04-04T14:09:35.450Z","2024-11-11T14:39:08.202Z","2024-11-11T14:39:08.230Z",473005241,"7e75f0ec-eefe-4a2d-932f-8e365767c50c",{"_uid":1226,"body":1227,"text":1228,"title":1273,"ctaLink":1274,"ctaText":1275,"pageSeo":1281,"category":263,"ctaLabel":264,"ctaTitle":265,"cardImage":1287,"component":20,"coverImage":1290,"ctaSubTitle":270},"9af8de82-7c71-46c3-af2d-52682d9e45bb",[],{"type":99,"content":1229},[1230,1234,1235,1257,1268,1269],{"type":102,"content":1231},[1232],{"text":1233,"type":106},"The brand message must also address how the value proposition is to be delivered and realized.",{"type":102},{"type":102,"content":1236},[1237,1239,1246,1248,1249,1251,1252,1254,1255],{"text":1238,"type":106},"The ",{"text":1240,"type":106,"marks":1241},"Tonality ",[1242,1245],{"type":389,"attrs":1243},{"href":1244,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fblog\u002Ftonality\u002F",{"type":111},{"text":1247,"type":106},"plays a major role.",{"type":113},{"text":1250,"type":106},"It is the way in which the brand message is communicated to the target group. The tonality brings the character of the company to life. This helps the audience understand the brand better and identify with it.",{"type":113},{"text":1253,"type":106},"In order to develop a tonality for a brand, it is important to know the target group first.",{"type":113},{"text":1256,"type":106},"Because only when the needs and motivations of a target group have been identified can the right people be addressed and actively involved with the brand message.",{"type":102,"content":1258},[1259,1260,1266],{"text":1238,"type":106},{"text":1261,"type":106,"marks":1262},"Target group ",[1263,1265],{"type":389,"attrs":1264},{"href":391,"uuid":29,"anchor":29,"target":392,"linktype":393},{"type":111},{"text":1267,"type":106},"must therefore be defined; it is best to divide it into different personas that represent the different types of people who will buy in the future. The tonality can be adjusted slightly for each persona in order to appeal equally well to each persona without changing the brand message.",{"type":102},{"type":102,"content":1270},[1271],{"text":1272,"type":106},"The objective, strengths and their opportunities, weaknesses and their risks, the brand's mission statement, the consumer benefit, the reason why, the visual and color language - these are all core topics of a brand that form its basic framework.","Brand message",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":1276},[1277],{"type":102,"content":1278},[1279],{"text":255,"marks":1280},[],[1282],{"_uid":1283,"title":1284,"ogImage":1285,"ogTitle":1284,"component":41,"description":1286,"ogDescription":1286},"15bdd93f-e4ca-4814-9411-d9af6793a895","We(r)binar: The brand message",{"filename":29},"Find out more about the unique selling proposition of a brand!",{"id":1288,"alt":29,"name":29,"focus":29,"title":29,"filename":1289,"copyright":29,"fieldtype":39,"is_external_url":34},7177524,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F5227x2940\u002Facc7543c34\u002Fwb_werbinar_markenbotschaft.jpg",{"id":1288,"alt":29,"name":29,"focus":29,"title":29,"filename":1289,"copyright":29,"fieldtype":39,"is_external_url":34},"markenbotschaft","en\u002Farticles\u002Fmarkenbotschaft",610,[],"987cef50-b9ed-4c2d-b770-aa0be45ad952","2023-04-06T13:23:27.589Z",[],"articles\u002Fmarkenbotschaft",[1300],{"path":1298,"name":46,"lang":51,"published":46},{"name":1302,"created_at":1303,"published_at":1304,"updated_at":1305,"id":1306,"uuid":1307,"content":1308,"slug":1466,"full_slug":1467,"sort_by_date":46,"position":1468,"tag_list":1469,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":1470,"first_published_at":1471,"release_id":46,"lang":51,"path":46,"alternates":1472,"default_full_slug":1473,"translated_slugs":1474},"Ablauf  einer Filmproduktion","2024-04-04T14:09:34.022Z","2024-11-11T14:39:07.869Z","2024-11-11T14:39:07.918Z",473005139,"f7a3b519-98d1-49ac-8ab7-42dfe0445662",{"_uid":1309,"body":1310,"text":1311,"title":1448,"ctaLink":1449,"ctaText":1450,"pageSeo":1456,"category":774,"ctaLabel":264,"ctaTitle":265,"cardImage":1462,"component":20,"coverImage":1465,"ctaSubTitle":270},"66398cba-aa5a-467f-b2fb-50a09a68b302",[],{"type":99,"content":1312},[1313,1317,1327,1337,1338,1348,1358,1359,1369,1373,1374,1384,1388,1389,1399,1406,1407,1417,1434,1435],{"type":102,"content":1314},[1315],{"text":1316,"type":106},"The phases of a typical film production",{"type":134,"content":1318},[1319],{"type":137,"content":1320},[1321],{"type":102,"content":1322},[1323],{"text":1324,"type":106,"marks":1325},"The consultation \u002F briefing",[1326],{"type":111},{"type":102,"content":1328},[1329,1331,1332,1334,1335],{"text":1330,"type":106},"This first point is essential and is the basic building block for a good film production. What does the client want to say with his or her film, what should be achieved? Another important question: How should the film reach its target group?",{"type":113},{"text":1333,"type":106},"The end result is a strategic plan for an advertising spot, an image film, etc.",{"type":113},{"text":1336,"type":106},"A concept is then created on the basis of this first step.",{"type":102},{"type":134,"content":1339},[1340],{"type":137,"content":1341},[1342],{"type":102,"content":1343},[1344],{"text":1345,"type":106,"marks":1346},"Concept and storyboard",[1347],{"type":111},{"type":102,"content":1349},[1350,1352,1353,1355,1356],{"text":1351,"type":106},"In this step, the storyboard is developed from the concept. Using images and text, the customer is given an initial idea of the finished film.",{"type":113},{"text":1354,"type":106},"The storyboard makes coordination on the day of filming much easier. It also helps to simplify coordination between the customer and production company when planning a 3D animated film, for example.",{"type":113},{"text":1357,"type":106},"The full scope of a film can be identified at an early stage using the storyboard.",{"type":102},{"type":134,"content":1360},[1361],{"type":137,"content":1362},[1363],{"type":102,"content":1364},[1365],{"text":1366,"type":106,"marks":1367},"The shooting schedule",[1368],{"type":111},{"type":102,"content":1370},[1371],{"text":1372,"type":106},"In order to create a common thread, the next step is to create a shooting schedule. It serves as a kind of checklist for the video shoot and records which scenes are to be filmed when and where. After all, the scenes are not filmed in the order in which you see the finished film. That's why this plan is an essential part of film production.",{"type":102},{"type":134,"content":1375},[1376],{"type":137,"content":1377},[1378],{"type":102,"content":1379},[1380],{"text":1381,"type":106,"marks":1382},"From theory to practice",[1383],{"type":111},{"type":102,"content":1385},[1386],{"text":1387,"type":106},"As soon as the previous points have been completed and the \"GO\" has been received from the client, the production team begins work on the visual part. Prop lists are created and the required props are borrowed or purchased. The casting of actors is also carried out here.",{"type":102},{"type":134,"content":1390},[1391],{"type":137,"content":1392},[1393],{"type":102,"content":1394},[1395],{"text":1396,"type":106,"marks":1397},"The shoot",[1398],{"type":111},{"type":102,"content":1400},[1401,1403,1404],{"text":1402,"type":106},"Camera, sound and lighting - three particularly important factors that are responsible for the quality of the film.",{"type":113},{"text":1405,"type":106},"The scenes are usually reviewed with the actors and the film crew before the actual shoot. Only when all crew members - director, camera, lighting, sound and actors - are satisfied is the scene recorded.",{"type":102},{"type":134,"content":1408},[1409],{"type":137,"content":1410},[1411],{"type":102,"content":1412},[1413],{"text":1414,"type":106,"marks":1415},"Post-production",[1416],{"type":111},{"type":102,"content":1418},[1419,1421,1426,1428,1429,1431,1432],{"text":1420,"type":106},"The most important elements that no video production should be without are film editing and sound editing. These are carried out in ",{"text":1172,"type":106,"marks":1422},[1423,1425],{"type":389,"attrs":1424},{"href":1176,"uuid":29,"anchor":29,"target":392,"linktype":393},{"type":111},{"text":1427,"type":106},"dealt with in post-production.",{"type":113},{"text":1430,"type":106},"In the rough cut, the individual clips are roughly lined up after viewing the material.",{"type":113},{"text":1433,"type":106},"After the rough cut, everything is neatly edited together. In between, the work is always approved by the producers to ensure that the end product meets the expectations of everyone involved. Digital post-production is also part of the post-production process.",{"type":102},{"type":102,"content":1436},[1437,1439,1446],{"text":1438,"type":106},"At Werbeberg we create your film, whether it's an ",{"text":1440,"type":106,"marks":1441},"Advertising, image film",[1442,1445],{"type":389,"attrs":1443},{"href":1444,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fleistungen\u002Fimagefilm-werbespots\u002F",{"type":111},{"text":1447,"type":106}," or a short clip for your social media channel - you've come to the right place! ","The film production process",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":1451},[1452],{"type":102,"content":1453},[1454],{"text":255,"marks":1455},[],[1457],{"_uid":1458,"title":1459,"ogImage":1460,"ogTitle":1459,"component":41,"description":1461,"ogDescription":1461},"c26246fa-59b3-4817-8451-e4a9471e7af6","We(r)binar: The film production process",{"filename":29},"Have you ever wondered what actually happens behind the scenes?",{"id":1463,"alt":29,"name":29,"focus":29,"title":29,"filename":1464,"copyright":29,"fieldtype":39,"is_external_url":34},7177468,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F4500x2531\u002F8ab6bbd2b4\u002Fwb_werbinar_ablauf-filmdreh.jpg",{"id":1463,"alt":29,"name":29,"focus":29,"title":29,"filename":1464,"copyright":29,"fieldtype":39,"is_external_url":34},"ablauf-einer-filmproduktion","en\u002Farticles\u002Fablauf-einer-filmproduktion",600,[],"a49c44ac-b560-4897-ade8-f0792a023256","2023-04-06T13:20:30.325Z",[],"articles\u002Fablauf-einer-filmproduktion",[1475],{"path":1473,"name":46,"lang":51,"published":46},{"name":1477,"created_at":1478,"published_at":1479,"updated_at":1480,"id":1481,"uuid":1482,"content":1483,"slug":1727,"full_slug":1728,"sort_by_date":46,"position":1729,"tag_list":1730,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":1731,"first_published_at":1732,"release_id":46,"lang":51,"path":46,"alternates":1733,"default_full_slug":1734,"translated_slugs":1735},"Tonalität - Die Stimme eines Unternehmens","2024-04-04T14:09:32.693Z","2024-11-11T14:39:07.532Z","2024-11-11T14:39:07.569Z",473005118,"3f85ab71-91b8-4e6c-93a2-8442acd3a857",{"_uid":1484,"body":1485,"text":1486,"title":1709,"ctaLink":1710,"ctaText":1711,"pageSeo":1717,"category":263,"ctaLabel":264,"ctaTitle":265,"cardImage":1723,"component":20,"coverImage":1726,"ctaSubTitle":270},"a7186cd3-4c39-4c19-8bc0-2a3a97fb5218",[],{"type":99,"content":1487},[1488,1492,1502,1506,1516,1520,1530,1543,1553,1557,1558,1564,1570,1574,1580,1584,1585,1589,1599,1606,1616,1620,1630,1637,1638,1642,1652,1656,1666,1670,1680,1684,1685,1700,1704,1705,1706],{"type":102,"content":1489},[1490],{"text":1491,"type":106},"The tonality is made up of different aspects:",{"type":134,"content":1493},[1494],{"type":137,"content":1495},[1496],{"type":102,"content":1497},[1498],{"text":1499,"type":106,"marks":1500},"Wording",[1501],{"type":111},{"type":102,"content":1503},[1504],{"text":1505,"type":106},"The wording defines terms that are contained in texts or spoken advertising messages. These are tailored to the corporate identity and the target group. How do people from the target group speak, what words do they feel addressed with?",{"type":134,"content":1507},[1508],{"type":137,"content":1509},[1510],{"type":102,"content":1511},[1512],{"text":1513,"type":106,"marks":1514},"Approach",[1515],{"type":111},{"type":102,"content":1517},[1518],{"text":1519,"type":106},"This defines whether the recipients are addressed as \"s\" or \"du\". It also depends on how the company presents itself and what kind of relationship you want to build with your customers. Some tend to keep their distance, while others - depending on the target group and company - enter into a more personal relationship.",{"type":134,"content":1521},[1522],{"type":137,"content":1523},[1524],{"type":102,"content":1525},[1526],{"text":1527,"type":106,"marks":1528},"Colors, font, design",[1529],{"type":111},{"type":102,"content":1531},[1532,1534,1541],{"text":1533,"type":106},"Colors and design decisions also have a strong influence on the tonality and can optimally underline it. In the course of the ",{"text":1535,"type":106,"marks":1536},"Copy strategy",[1537,1540],{"type":389,"attrs":1538},{"href":1539,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fleistungen\u002Fguidelines\u002F",{"type":111},{"text":1542,"type":106}," colors, fonts and imagery are selected and consistently applied like a common thread. In this way, an attempt is made to convey a certain mood.",{"type":134,"content":1544},[1545],{"type":137,"content":1546},[1547],{"type":102,"content":1548},[1549],{"text":1550,"type":106,"marks":1551},"Sounds and music",[1552],{"type":111},{"type":102,"content":1554},[1555],{"text":1556,"type":106},"Sound plays an equally important role in the tonality of events or advertising campaigns.",{"type":102},{"type":102,"content":1559},[1560],{"text":1561,"type":106,"marks":1562},"Important:",[1563],{"type":111},{"type":102,"content":1565},[1566],{"text":1567,"type":106,"marks":1568},"Trust generates sales.",[1569],{"type":111},{"type":102,"content":1571},[1572],{"text":1573,"type":106},"Every customer contact is about building trust. A consistent tone of voice gives customers the impression that they know the company.",{"type":102,"content":1575},[1576],{"text":1577,"type":106,"marks":1578},"Know what you want.",[1579],{"type":111},{"type":102,"content":1581},[1582],{"text":1583,"type":106},"\"What would my company say now?\" - in deadlocked situations, brand tonality can be a good starting point. With this question, you can overcome even the biggest challenges.",{"type":102},{"type":102,"content":1586},[1587],{"text":1588,"type":106},"How to develop the right tone of voice:",{"type":134,"content":1590},[1591],{"type":137,"content":1592},[1593],{"type":102,"content":1594},[1595],{"text":1596,"type":106,"marks":1597},"Introducing the business as a person.",[1598],{"type":111},{"type":102,"content":1600},[1601,1603,1604],{"text":1602,"type":106},"Even if the company consists of more than just one person, it still needs its own personality. - \"What would my company be like as a person?\"",{"type":113},{"text":1605,"type":106},"Characteristics of how the company \"is\" can be, for example, cheeky, funny and self-confident.",{"type":134,"content":1607},[1608],{"type":137,"content":1609},[1610],{"type":102,"content":1611},[1612],{"text":1613,"type":106,"marks":1614},"A look at the company's values.",[1615],{"type":111},{"type":102,"content":1617},[1618],{"text":1619,"type":106},"What does the company stand for? Whether it is a fighter for justice, a family business or a reliable service at fair prices - they all have different characteristics. And this determines the tone of voice.",{"type":134,"content":1621},[1622],{"type":137,"content":1623},[1624],{"type":102,"content":1625},[1626],{"text":1627,"type":106,"marks":1628},"\"We are this, but not that\".",[1629],{"type":111},{"type":102,"content":1631},[1632,1634,1635],{"text":1633,"type":106},"Examples are used to evoke the personality of the company.",{"type":113},{"text":1636,"type":106},"For example: \"I'm relaxed, but not lazy.\" - A calm person who is always ready to support their customers.",{"type":102},{"type":102,"content":1639},[1640],{"text":1641,"type":106},"The \"style checklist\":",{"type":134,"content":1643},[1644],{"type":137,"content":1645},[1646],{"type":102,"content":1647},[1648],{"text":1649,"type":106,"marks":1650},"Perspectives",[1651],{"type":111},{"type":102,"content":1653},[1654],{"text":1655,"type":106},"does the company \"talk\" about itself in the first person or in the third? Example: A fitness coach who talks about himself as a company: \"I am Max and I help my clients achieve their goals.\"",{"type":134,"content":1657},[1658],{"type":137,"content":1659},[1660],{"type":102,"content":1661},[1662],{"text":1663,"type":106,"marks":1664},"Technical jargon",[1665],{"type":111},{"type":102,"content":1667},[1668],{"text":1669,"type":106},"If technical terms are used too often and too much, they can usually only have a confusing effect if a customer has not already dealt with the topic. It therefore depends entirely on the target group whether and which technical terms are used.",{"type":134,"content":1671},[1672],{"type":137,"content":1673},[1674],{"type":102,"content":1675},[1676],{"text":1677,"type":106,"marks":1678},"Colloquial language",[1679],{"type":111},{"type":102,"content":1681},[1682],{"text":1683,"type":106},"Colloquial language is a quick way to pick up young people, but it can also quickly backfire. You should only use it if you are 100% familiar with it. Otherwise you will quickly put off this target group.",{"type":102},{"type":102,"content":1686},[1687,1691,1692,1694,1695,1697,1698],{"text":1688,"type":106,"marks":1689},"Caution:",[1690],{"type":111},{"type":113},{"text":1693,"type":106},"The wrong tonality can put off the target group!",{"type":113},{"text":1696,"type":106},"Over-friendliness can make customers suspicious, especially if they are looking for serious products such as insurance.",{"type":113},{"text":1699,"type":106},"Too much factual language sounds inaccessible, while young people will go further with incorrect or outdated slogan expressions.",{"type":102,"content":1701},[1702],{"text":1703,"type":106},"We are eager to give your business the individual tone of voice you need! Feel free to contact us for a no-obligation consultation - we look forward to hearing from you!",{"type":102},{"type":102},{"type":102,"content":1707},[1708],{"type":113},"Tonality - the voice of a company",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":1712},[1713],{"type":102,"content":1714},[1715],{"text":255,"marks":1716},[],[1718],{"_uid":1719,"title":1720,"ogImage":1721,"ogTitle":1720,"component":41,"description":1722,"ogDescription":1722},"c854dd46-9339-4274-aece-9760a1b5c575","We(r)binar: The tonality",{"filename":29},"How you communicate as a company, how you talk to your customers - the voice of your company. Find out interesting facts here!",{"id":1724,"alt":29,"name":29,"focus":29,"title":29,"filename":1725,"copyright":29,"fieldtype":39,"is_external_url":34},7177436,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F3772x2122\u002Fa092cb56ff\u002Fwb_werbinar_tonalitaet.jpg",{"id":1724,"alt":29,"name":29,"focus":29,"title":29,"filename":1725,"copyright":29,"fieldtype":39,"is_external_url":34},"tonalitaet-die-stimme-eines-unternehmens","en\u002Farticles\u002Ftonalitaet-die-stimme-eines-unternehmens",590,[],"501cb382-4d24-49ec-b228-1acb509bdcf4","2023-04-06T13:19:19.823Z",[],"articles\u002Ftonalitaet-die-stimme-eines-unternehmens",[1736],{"path":1734,"name":46,"lang":51,"published":46},{"name":1738,"created_at":1739,"published_at":1740,"updated_at":1741,"id":1742,"uuid":1743,"content":1744,"slug":1873,"full_slug":1874,"sort_by_date":46,"position":1875,"tag_list":1876,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":1877,"first_published_at":1878,"release_id":46,"lang":51,"path":46,"alternates":1879,"default_full_slug":1880,"translated_slugs":1881},"Marketing mit Schwerpunkt auf Nachhaltigkeit","2024-04-04T14:09:31.463Z","2024-11-11T14:39:07.201Z","2024-11-11T14:39:07.232Z",473005096,"0da8d60b-1f3f-4128-87ac-8f5f44d9e469",{"_uid":1745,"body":1746,"text":1747,"title":1855,"ctaLink":1856,"ctaText":1857,"pageSeo":1863,"category":263,"ctaLabel":264,"ctaTitle":265,"cardImage":1869,"component":20,"coverImage":1872,"ctaSubTitle":270},"411d2a1a-17bb-4c78-b01c-2e0a71f3a296",[],{"type":99,"content":1748},[1749,1756,1757,1761,1765,1778,1779,1783,1805,1806,1813,1821,1831,1841,1851],{"type":102,"content":1750},[1751,1753,1754],{"text":1752,"type":106},"Environmental protection and sustainability are playing an increasingly important role in today's society.",{"type":113},{"text":1755,"type":106},"Whether it is environmentally friendly packaging, environmentally friendly energy for the company, the production of environmentally friendly articles or fundraising campaigns - marketing that addresses these areas can actively contribute to environmental protection. Products become particularly attractive to people who pay attention to these issues. The target group is growing and products that are manufactured and marketed in an environmentally friendly way are becoming increasingly relevant.",{"type":102},{"type":102,"content":1758},[1759],{"text":1760,"type":106},"However, green marketing can also entail risks.",{"type":102,"content":1762},[1763],{"text":1764,"type":106},"This is especially true if you only give your company a green veneer without really doing anything for the environment. In extreme cases, this can result in an absolute shitstorm.",{"type":102,"content":1766},[1767,1769,1776],{"text":1768,"type":106},"This is exactly what greenwashing describes. Companies try to create an environmentally friendly image without really standing behind it. The sustainable image often does not correspond to the facts, or only to a very limited extent, and it is often difficult to tell the difference. The consequence in the case of greenwashing is the opposite of the desired marketing effect. More about greenwashing and how to recognize and avoid it is explained ",{"text":1770,"type":106,"marks":1771},"here",[1772,1775],{"type":389,"attrs":1773},{"href":1774,"uuid":29,"anchor":29,"target":392,"linktype":393},"\u002Fblog\u002Fgreenwashing\u002F",{"type":111},{"text":1777,"type":106}," described here.",{"type":102},{"type":102,"content":1780},[1781],{"text":1782,"type":106},"Even seemingly small ecological changes can have a big impact.",{"type":102,"content":1784},[1785,1787,1791,1793,1797,1799,1803],{"text":1786,"type":106},"For example, small donations of revenue to ",{"text":1788,"type":106,"marks":1789},"Environmental organizations ",[1790],{"type":111},{"text":1792,"type":106},"organizations. Another example can be the switch to a ",{"text":1794,"type":106,"marks":1795},"paperless office",[1796],{"type":111},{"text":1798,"type":106},"or to recycled paper. ",{"text":1800,"type":106,"marks":1801},"Optimizing supply chains",[1802],{"type":111},{"text":1804,"type":106}," and shorter transportation routes can contribute to lower CO2 emissions.",{"type":102},{"type":102,"content":1807},[1808,1810,1811],{"text":1809,"type":106},"In the company",{"type":113},{"text":1812,"type":106},"Transforming day-to-day operations towards improved sustainability can be implemented in various areas of the company and ultimately result in a holistic green corporate strategy.",{"type":102,"content":1814},[1815,1819],{"text":1816,"type":106,"marks":1817},"Production processes ",[1818],{"type":111},{"text":1820,"type":106},"can be designed to be environmentally friendly",{"type":102,"content":1822},[1823,1825,1829],{"text":1824,"type":106},"The use of ",{"text":1826,"type":106,"marks":1827},"sustainable materials",[1828],{"type":111},{"text":1830,"type":106}," for a wide range of products",{"type":102,"content":1832},[1833,1835,1839],{"text":1834,"type":106},"Conversion to ",{"text":1836,"type":106,"marks":1837},"sustainable power sources",[1838],{"type":111},{"text":1840,"type":106}," for example through solar roofs",{"type":102,"content":1842},[1843,1845,1849],{"text":1844,"type":106},"Change of company cars in the direction of ",{"text":1846,"type":106,"marks":1847},"Electromobility ",[1848],{"type":111},{"text":1850,"type":106},"can round off the overall picture.",{"type":102,"content":1852},[1853],{"text":1854,"type":106},"The more comprehensive these changes are, the more interesting the company and its products become for the ecologically conscious target group.","Marketing with a focus on sustainability",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":1858},[1859],{"type":102,"content":1860},[1861],{"text":255,"marks":1862},[],[1864],{"_uid":1865,"title":1866,"ogImage":1867,"ogTitle":1866,"component":41,"description":1868,"ogDescription":1868},"6f4d3021-f37f-429d-9472-17bd49e32677","We(r)binar: Focus on sustainability in marketing",{"filename":29},"Environmental protection, waste avoidance and sustainability - topics that hardly any company can avoid. Find out more in this blog post!",{"id":1870,"alt":29,"name":29,"focus":29,"title":29,"filename":1871,"copyright":29,"fieldtype":39,"is_external_url":34},7177426,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F6720x3780\u002F2c80601770\u002Fwb_werbinar_greenmarketing.jpg",{"id":1870,"alt":29,"name":29,"focus":29,"title":29,"filename":1871,"copyright":29,"fieldtype":39,"is_external_url":34},"marketing-mit-schwerpunkt-auf-nachhaltigkeit","en\u002Farticles\u002Fmarketing-mit-schwerpunkt-auf-nachhaltigkeit",580,[],"001ef902-7dfc-4844-9402-053f9de02f0f","2023-04-06T13:11:17.820Z",[],"articles\u002Fmarketing-mit-schwerpunkt-auf-nachhaltigkeit",[1882],{"path":1880,"name":46,"lang":51,"published":46},{"name":1884,"created_at":1885,"published_at":1886,"updated_at":1887,"id":1888,"uuid":1889,"content":1890,"slug":2028,"full_slug":2029,"sort_by_date":46,"position":2030,"tag_list":2031,"is_startpage":34,"parent_id":275,"meta_data":46,"group_id":2032,"first_published_at":2033,"release_id":46,"lang":51,"path":46,"alternates":2034,"default_full_slug":2035,"translated_slugs":2036},"Die Copystrategy - Reason Why, USP & Consumer Benefit","2024-04-04T14:09:30.007Z","2024-11-11T14:39:06.864Z","2024-11-11T14:39:06.905Z",473005068,"20d1665e-a5a5-4e56-bea5-8789432830ce",{"_uid":1891,"body":1892,"text":1893,"title":2010,"ctaLink":2011,"ctaText":2012,"pageSeo":2018,"category":263,"ctaLabel":264,"ctaTitle":265,"cardImage":2024,"component":20,"coverImage":2027,"ctaSubTitle":270},"b0eaf71d-66eb-4c14-be7a-ca1c92b7def6",[],{"type":99,"content":1894},[1895,1920,1921,1927,1947,1948,1955,1956,1957,1975,1976,1977,1983,1995,2002,2006],{"type":102,"content":1896},[1897,1899,1903,1905,1906,1908,1912,1914,1918],{"text":1898,"type":106},"What the ",{"text":1900,"type":106,"marks":1901},"Reason ",[1902],{"type":111},{"text":1904,"type":106},"for buying an advertised product is called the \"Reason Why\".",{"type":113},{"text":1907,"type":106},"This is understood to be the justification for an advertising statement or the ",{"text":1909,"type":106,"marks":1910},"Proof ",[1911],{"type":111},{"text":1913,"type":106},"for a made ",{"text":1915,"type":106,"marks":1916},"Value proposition",[1917],{"type":111},{"text":1919,"type":106},". It brings the reason for buying to the fore.",{"type":102},{"type":102,"content":1922},[1923],{"text":1924,"type":106,"marks":1925},"How a \"Reason Why\" becomes credible",[1926],{"type":111},{"type":134,"content":1928},[1929,1935,1941],{"type":137,"content":1930},[1931],{"type":102,"content":1932},[1933],{"text":1934,"type":106},"Product features, such as \"Only natural ingredients\" or \"No plastic\"",{"type":137,"content":1936},[1937],{"type":102,"content":1938},[1939],{"text":1940,"type":106},"Test reports",{"type":137,"content":1942},[1943],{"type":102,"content":1944},[1945],{"text":1946,"type":106},"Customer reviews \u002F testimonials",{"type":102},{"type":102,"content":1949},[1950,1952,1953],{"text":1951,"type":106},"Many companies that sell products or services now have an online store. However, products are scattered across the Internet like sand on the sea and it is becoming increasingly difficult to find customers among all the competition.",{"type":113},{"text":1954,"type":106},"In order to stand out, you need a good \"Reason Why\". Because it is the justification for the advertising message and becomes increasingly important the greater the desire for a product.",{"type":102},{"type":102},{"type":102,"content":1958},[1959,1963,1964,1966,1967,1969,1973],{"text":1960,"type":106,"marks":1961},"What is the difference to the USP?",[1962],{"type":111},{"type":113},{"text":1965,"type":106},"the \"Unique Selling Proposition\" is very similar to the \"Reason Why\".",{"type":113},{"text":1968,"type":106},"But the difference is that the USP is the ",{"text":1970,"type":106,"marks":1971},"Characteristic",[1972],{"type":111},{"text":1974,"type":106},"that makes a product stand out from the rest of the crowd. The \"Reason Why\" evokes emotions and conveys a feeling that you absolutely need the product.",{"type":102},{"type":102},{"type":102,"content":1978},[1979],{"text":1980,"type":106,"marks":1981},"The consumer benefit",[1982],{"type":111},{"type":102,"content":1984},[1985,1987,1991,1992,1994],{"text":1986,"type":106},"Or also: ",{"text":1988,"type":106,"marks":1989},"Consumer benefit.",[1990],{"type":111},{"type":113},{"text":1993,"type":106},"Similar to the \"Reason Why\", it describes the consumer benefit.",{"type":113},{"type":102,"content":1996},[1997,1999,2000],{"text":1998,"type":106},"How do you know which points promise a particular benefit for consumers? From the target group analysis.",{"type":113},{"text":2001,"type":106},"More precisely, from the psychographic characteristics of this analysis.",{"type":102,"content":2003},[2004],{"text":2005,"type":106},"What does the customer want? What motivates him or her? What is important to him or her?",{"type":102,"content":2007},[2008],{"text":2009,"type":106},"Emphasizing this specific customer benefit becomes necessary when the normal benefits of a product are comparable to those of many other competing products.","The copy strategy - Reason Why, USP & Consumer Benefit",{"id":29,"url":247,"email":247,"linktype":248,"fieldtype":249,"cached_url":247},{"type":99,"content":2013},[2014],{"type":102,"content":2015},[2016],{"text":255,"marks":2017},[],[2019],{"_uid":2020,"title":2021,"ogImage":2022,"ogTitle":2021,"component":41,"description":2023,"ogDescription":2023},"059f2364-8b5e-41b9-8ea2-dd2494113f6e","We(r)binar: The Copystrategy",{"filename":29},"Find out interesting facts about Reason-why, USP & Consumer Benefit in this blog post!",{"id":2025,"alt":29,"name":29,"focus":29,"title":29,"filename":2026,"copyright":29,"fieldtype":39,"is_external_url":34},7177408,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F9abd128837\u002Fwb_werbinar_reasonwhy.jpg",{"id":2025,"alt":29,"name":29,"focus":29,"title":29,"filename":2026,"copyright":29,"fieldtype":39,"is_external_url":34},"die-copystrategy-reason-why-usp-consumer-benefit","en\u002Farticles\u002Fdie-copystrategy-reason-why-usp-consumer-benefit",570,[],"cad4d3de-4880-4dc5-ac88-4560ba94dea0","2023-04-06T13:10:11.082Z",[],"articles\u002Fdie-copystrategy-reason-why-usp-consumer-benefit",[2037],{"path":2035,"name":46,"lang":51,"published":46},176,[263,6,2040,2041,2042,2043,2044,2045],"Services","Techday","Förderung","Design","Web","Neuigkeiten"]