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Seamlessly in one app. This makes the whole process convenient and uncomplicated.",{"type":183},{"type":102,"content":653},[654],{"text":655,"type":106,"marks":656},"Advantages for companies:",[657],{"type":109},{"type":102,"content":659},[660],{"text":661,"type":106},"Positive influence on the purchase decision",{"type":102,"content":663},[664],{"text":665,"type":106},"Simple presentation and placement of products",{"type":102,"content":667},[668],{"text":669,"type":106},"The exact price is immediately visible",{"type":102},{"type":102,"content":672},[673],{"text":674,"type":106,"marks":675},"Requirements:",[676],{"type":109},{"type":102,"content":678},[679],{"text":680,"type":106},"An Instagram or Facebook business profile must be available,",{"type":102,"content":682},[683],{"text":684,"type":106},"There must be a link to a store on Facebook or a product catalog via Facebook,",{"type":102,"content":686},[687],{"text":688,"type":106},"Only physical products can be advertised.",{"type":102},{"type":102},{"type":102,"content":692},[693],{"text":694,"type":106,"marks":695},"Google Shopping",[696],{"type":109},{"type":102,"content":698},[699,701,702],{"text":700,"type":106},"When you search for a product on Google, a box with various products similar to the search often appears next to the actual search results.",{"type":183},{"text":703,"type":106},"Google Shopping is an advertising option offered by the Google AdWords system. Companies have the option of submitting data from their online stores to Google and posting it as an ad - and are then shown in the box next to the searched product.",{"type":102},{"type":102,"content":706},[707],{"text":655,"type":106,"marks":708},[709],{"type":109},{"type":102,"content":711},[712],{"text":713,"type":106},"Costs are only incurred when the ad is clicked on.",{"type":102,"content":715},[716],{"text":717,"type":106},"Increased findability",{"type":102},{"type":102,"content":720},[721],{"text":674,"type":106,"marks":722},[723],{"type":109},{"type":102,"content":725},[726],{"text":727,"type":106},"A Google account",{"type":102,"content":729},[730],{"text":731,"type":106},"Linking Google AdWords and the Google Merchant Center","Selling via social media and Google?",{"id":29,"url":197,"email":197,"linktype":198,"fieldtype":199,"cached_url":197},{"type":99,"content":735},[736],{"type":102,"content":737},[738],{"text":205,"marks":739},[],[741],{"_uid":742,"title":743,"ogImage":744,"ogTitle":743,"component":41,"description":745,"ogDescription":745},"888985be-8d9c-4163-958a-af2e4564b5c4","We(r)binar: Selling via social media and Google",{"filename":29},"What is it, how does it work, what requirements do I need to fulfil and what are the benefits? You can find out all of this in this blog post.",{"id":747,"alt":29,"name":29,"focus":29,"title":29,"filename":748,"copyright":29,"fieldtype":39,"is_external_url":34},7177731,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F5184x2916\u002F71d986ea42\u002Fwb_werbinar_shops-auf-some-u-google.jpg",{"id":747,"alt":29,"name":29,"focus":29,"title":29,"filename":748,"copyright":29,"fieldtype":39,"is_external_url":34},"verkaufen-ueber-social-media-und-google","en\u002Farticles\u002Fverkaufen-ueber-social-media-und-google",750,[],"0fc848dd-5fa7-446b-a042-abe76dfc220a","2023-04-06T14:19:04.107Z",[],"articles\u002Fverkaufen-ueber-social-media-und-google",[759],{"path":757,"name":46,"lang":51,"published":46},{"name":761,"created_at":762,"published_at":763,"updated_at":764,"id":765,"uuid":766,"content":767,"slug":980,"full_slug":981,"sort_by_date":46,"position":982,"tag_list":983,"is_startpage":34,"parent_id":225,"meta_data":46,"group_id":984,"first_published_at":985,"release_id":46,"lang":51,"path":46,"alternates":986,"default_full_slug":987,"translated_slugs":988},"Werbung auf Social-Media","2024-04-04T14:09:47.907Z","2024-11-11T14:39:10.884Z","2024-11-11T14:39:10.919Z",473006044,"66a39291-20f8-4d00-8f5b-f5a432712d64",{"_uid":768,"body":769,"text":770,"title":962,"ctaLink":963,"ctaText":964,"pageSeo":970,"category":213,"ctaLabel":214,"ctaTitle":215,"cardImage":976,"component":20,"coverImage":979,"ctaSubTitle":220},"fec31b55-9f56-487a-ab84-e236f8f6c8e1",[],{"type":99,"content":771},[772,783,784,797,802,810,811,815,819,857,858,867,871,872,878,922,923,927,931,951,952],{"type":102,"content":773},[774,776,781],{"text":775,"type":106},"The ",{"text":777,"type":106,"marks":778},"Social media marketing",[779],{"type":190,"attrs":780},{"href":192,"uuid":29,"anchor":29,"target":193,"linktype":194},{"text":782,"type":106}," can be thought of as digital referral marketing. 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In German, the term can be translated as ",{"text":1014,"type":106,"marks":1015},"Greenwashing ",[1016],{"type":109},{"text":1018,"type":106},"similar to \"getting a clean slate\".",{"type":102,"content":1020},[1021,1023,1024,1026,1027],{"text":1022,"type":106},"This is a real problem, because companies put a green cloak on themselves and their products and services and thus mislead consumers.",{"type":183},{"text":1025,"type":106},"However, the disinformation that is spread does not necessarily mean untruths. The \"green\" claims are often true, but the company's core business is usually not environmentally friendly and thus aims to distract from its own other problems and problematic products or processes.",{"type":183},{"text":1028,"type":106},"The image is not underpinned by sustainable, \"green\" strategies and actions, but only communicated as such to the outside world. In other words, an attempt is made to present oneself as more environmentally friendly than one actually is.",{"type":102},{"type":111,"content":1031},[1032],{"type":114,"content":1033},[1034],{"type":102,"content":1035},[1036],{"text":1037,"type":106,"marks":1038},"Sustainability VS greenwashing - not so easy to distinguish",[1039],{"type":109},{"type":102,"content":1041},[1042,1044,1048,1050,1054,1056,1060,1062,1063,1065,1069,1071,1075,1077,1081,1083,1087,1089,1093],{"text":1043,"type":106},"Environmental protection is not just about ",{"text":1045,"type":106,"marks":1046},"Climate change",[1047],{"type":109},{"text":1049,"type":106},"but also about the fight against ",{"text":1051,"type":106,"marks":1052},"Pollution of the planet",[1053],{"type":109},{"text":1055,"type":106},"and the ",{"text":1057,"type":106,"marks":1058},"Exploitation of natural resources",[1059],{"type":109},{"text":1061,"type":106},". But how do you know which companies are greenwashing and which are actually acting sustainably?",{"type":183},{"text":1064,"type":106},"Greenwashing differs from sustainable action in that it is a marketing strategy ",{"text":1066,"type":106,"marks":1067},"Marketing strategy ",[1068],{"type":109},{"text":1070,"type":106},"strategy, whereas actual sustainability means that the company ",{"text":1072,"type":106,"marks":1073},"Act in an environmentally conscious manner",[1074],{"type":109},{"text":1076,"type":106},"be it in ",{"text":1078,"type":106,"marks":1079},"ecological production",[1080],{"type":109},{"text":1082,"type":106},"sustainable ",{"text":1084,"type":106,"marks":1085},"Energy issues ",[1086],{"type":109},{"text":1088,"type":106},"of a company or the general ",{"text":1090,"type":106,"marks":1091},"sustainable corporate policy",[1092],{"type":109},{"text":1094,"type":106},".",{"type":102},{"type":111,"content":1097},[1098],{"type":114,"content":1099},[1100],{"type":102,"content":1101},[1102],{"text":1103,"type":106,"marks":1104},"Recognizing greenwashing - what to look out for",[1105],{"type":109},{"type":102,"content":1107},[1108,1110,1111],{"text":1109,"type":106},"It is often difficult for consumers to recognize greenwashing.",{"type":183},{"text":1112,"type":106},"But there are a few things you can look out for or do consciously:",{"type":102},{"type":111,"content":1115},[1116,1122,1128,1134],{"type":114,"content":1117},[1118],{"type":102,"content":1119},[1120],{"text":1121,"type":106},"When shopping, make sure to buy products that are in season - this avoids long transportation routes and the fact that lying about sustainability is not encouraged.",{"type":114,"content":1123},[1124],{"type":102,"content":1125},[1126],{"text":1127,"type":106},"You should take a closer look at labels that are only available in certain supermarkets or only on certain products.",{"type":114,"content":1129},[1130],{"type":102,"content":1131},[1132],{"text":1133,"type":106},"Incomprehensible technical jargon or pompous language - it is better to question and possibly leave it alone.",{"type":114,"content":1135},[1136],{"type":102,"content":1137},[1138],{"text":1139,"type":106},"If the company has regularly attracted negative attention in the past and suddenly claims to be \"sustainable\", this is an indication that it is greenwashing.","What is greenwashing?",{"id":29,"url":197,"email":197,"linktype":198,"fieldtype":199,"cached_url":197},{"type":99,"content":1143},[1144],{"type":102,"content":1145},[1146],{"text":205,"marks":1147},[],[1149],{"_uid":1150,"title":1151,"ogImage":1152,"ogTitle":1151,"component":41,"description":1153,"ogDescription":1153},"53cf8d55-1a7c-4934-82aa-7327ebe826a2","We(r)binar: What is greenwashing?",{"filename":29}," Find out here what green colouring is all about!",{"id":1155,"alt":29,"name":29,"focus":29,"title":29,"filename":1156,"copyright":29,"fieldtype":39,"is_external_url":34},7177603,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F4225x2377\u002Fe593e9f07d\u002Fyoung-green-plants-in-plastic-bottle-ecology-envir-2021-10-04-18-37-19-utc_6262961265a10.jpg",{"id":1155,"alt":29,"name":29,"focus":29,"title":29,"filename":1156,"copyright":29,"fieldtype":39,"is_external_url":34},"was-ist-greenwashing","en\u002Farticles\u002Fwas-ist-greenwashing",680,[],"60d4600f-cc70-4d9d-8225-780b5372d6a5","2023-04-06T14:06:28.916Z",[],"articles\u002Fwas-ist-greenwashing",[1167],{"path":1165,"name":46,"lang":51,"published":46},{"name":1169,"created_at":1170,"published_at":1171,"updated_at":1172,"id":1173,"uuid":1174,"content":1175,"slug":1241,"full_slug":1242,"sort_by_date":46,"position":1243,"tag_list":1244,"is_startpage":34,"parent_id":225,"meta_data":46,"group_id":1245,"first_published_at":1246,"release_id":46,"lang":51,"path":46,"alternates":1247,"default_full_slug":1248,"translated_slugs":1249},"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":1176,"body":1177,"text":1178,"title":1223,"ctaLink":1224,"ctaText":1225,"pageSeo":1231,"category":213,"ctaLabel":214,"ctaTitle":215,"cardImage":1237,"component":20,"coverImage":1240,"ctaSubTitle":220},"9af8de82-7c71-46c3-af2d-52682d9e45bb",[],{"type":99,"content":1179},[1180,1184,1185,1206,1218,1219],{"type":102,"content":1181},[1182],{"text":1183,"type":106},"The brand message must also address how the value proposition is to be delivered and realized.",{"type":102},{"type":102,"content":1186},[1187,1188,1195,1197,1198,1200,1201,1203,1204],{"text":775,"type":106},{"text":1189,"type":106,"marks":1190},"Tonality ",[1191,1194],{"type":190,"attrs":1192},{"href":1193,"uuid":29,"anchor":29,"target":193,"linktype":194},"\u002Fblog\u002Ftonality\u002F",{"type":109},{"text":1196,"type":106},"plays a major role.",{"type":183},{"text":1199,"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":183},{"text":1202,"type":106},"In order to develop a tonality for a brand, it is important to know the target group first.",{"type":183},{"text":1205,"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":1207},[1208,1209,1216],{"text":775,"type":106},{"text":1210,"type":106,"marks":1211},"Target group ",[1212,1215],{"type":190,"attrs":1213},{"href":1214,"uuid":29,"anchor":29,"target":193,"linktype":194},"\u002Fblog\u002Fzielgruppe\u002F",{"type":109},{"text":1217,"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":1220},[1221],{"text":1222,"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":197,"email":197,"linktype":198,"fieldtype":199,"cached_url":197},{"type":99,"content":1226},[1227],{"type":102,"content":1228},[1229],{"text":205,"marks":1230},[],[1232],{"_uid":1233,"title":1234,"ogImage":1235,"ogTitle":1234,"component":41,"description":1236,"ogDescription":1236},"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":1238,"alt":29,"name":29,"focus":29,"title":29,"filename":1239,"copyright":29,"fieldtype":39,"is_external_url":34},7177524,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F5227x2940\u002Facc7543c34\u002Fwb_werbinar_markenbotschaft.jpg",{"id":1238,"alt":29,"name":29,"focus":29,"title":29,"filename":1239,"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",[1250],{"path":1248,"name":46,"lang":51,"published":46},{"name":1252,"created_at":1253,"published_at":1254,"updated_at":1255,"id":1256,"uuid":1257,"content":1258,"slug":1502,"full_slug":1503,"sort_by_date":46,"position":1504,"tag_list":1505,"is_startpage":34,"parent_id":225,"meta_data":46,"group_id":1506,"first_published_at":1507,"release_id":46,"lang":51,"path":46,"alternates":1508,"default_full_slug":1509,"translated_slugs":1510},"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":1259,"body":1260,"text":1261,"title":1484,"ctaLink":1485,"ctaText":1486,"pageSeo":1492,"category":213,"ctaLabel":214,"ctaTitle":215,"cardImage":1498,"component":20,"coverImage":1501,"ctaSubTitle":220},"a7186cd3-4c39-4c19-8bc0-2a3a97fb5218",[],{"type":99,"content":1262},[1263,1267,1277,1281,1291,1295,1305,1318,1328,1332,1333,1339,1345,1349,1355,1359,1360,1364,1374,1381,1391,1395,1405,1412,1413,1417,1427,1431,1441,1445,1455,1459,1460,1475,1479,1480,1481],{"type":102,"content":1264},[1265],{"text":1266,"type":106},"The tonality is made up of different aspects:",{"type":111,"content":1268},[1269],{"type":114,"content":1270},[1271],{"type":102,"content":1272},[1273],{"text":1274,"type":106,"marks":1275},"Wording",[1276],{"type":109},{"type":102,"content":1278},[1279],{"text":1280,"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":111,"content":1282},[1283],{"type":114,"content":1284},[1285],{"type":102,"content":1286},[1287],{"text":1288,"type":106,"marks":1289},"Approach",[1290],{"type":109},{"type":102,"content":1292},[1293],{"text":1294,"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":111,"content":1296},[1297],{"type":114,"content":1298},[1299],{"type":102,"content":1300},[1301],{"text":1302,"type":106,"marks":1303},"Colors, font, design",[1304],{"type":109},{"type":102,"content":1306},[1307,1309,1316],{"text":1308,"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":1310,"type":106,"marks":1311},"Copy strategy",[1312,1315],{"type":190,"attrs":1313},{"href":1314,"uuid":29,"anchor":29,"target":193,"linktype":194},"\u002Fleistungen\u002Fguidelines\u002F",{"type":109},{"text":1317,"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":111,"content":1319},[1320],{"type":114,"content":1321},[1322],{"type":102,"content":1323},[1324],{"text":1325,"type":106,"marks":1326},"Sounds and music",[1327],{"type":109},{"type":102,"content":1329},[1330],{"text":1331,"type":106},"Sound plays an equally important role in the tonality of events or advertising campaigns.",{"type":102},{"type":102,"content":1334},[1335],{"text":1336,"type":106,"marks":1337},"Important:",[1338],{"type":109},{"type":102,"content":1340},[1341],{"text":1342,"type":106,"marks":1343},"Trust generates sales.",[1344],{"type":109},{"type":102,"content":1346},[1347],{"text":1348,"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":1350},[1351],{"text":1352,"type":106,"marks":1353},"Know what you want.",[1354],{"type":109},{"type":102,"content":1356},[1357],{"text":1358,"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":1361},[1362],{"text":1363,"type":106},"How to develop the right tone of voice:",{"type":111,"content":1365},[1366],{"type":114,"content":1367},[1368],{"type":102,"content":1369},[1370],{"text":1371,"type":106,"marks":1372},"Introducing the business as a person.",[1373],{"type":109},{"type":102,"content":1375},[1376,1378,1379],{"text":1377,"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":183},{"text":1380,"type":106},"Characteristics of how the company \"is\" can be, for example, cheeky, funny and self-confident.",{"type":111,"content":1382},[1383],{"type":114,"content":1384},[1385],{"type":102,"content":1386},[1387],{"text":1388,"type":106,"marks":1389},"A look at the company's values.",[1390],{"type":109},{"type":102,"content":1392},[1393],{"text":1394,"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":111,"content":1396},[1397],{"type":114,"content":1398},[1399],{"type":102,"content":1400},[1401],{"text":1402,"type":106,"marks":1403},"\"We are this, but not that\".",[1404],{"type":109},{"type":102,"content":1406},[1407,1409,1410],{"text":1408,"type":106},"Examples are used to evoke the personality of the company.",{"type":183},{"text":1411,"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":1414},[1415],{"text":1416,"type":106},"The \"style checklist\":",{"type":111,"content":1418},[1419],{"type":114,"content":1420},[1421],{"type":102,"content":1422},[1423],{"text":1424,"type":106,"marks":1425},"Perspectives",[1426],{"type":109},{"type":102,"content":1428},[1429],{"text":1430,"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":111,"content":1432},[1433],{"type":114,"content":1434},[1435],{"type":102,"content":1436},[1437],{"text":1438,"type":106,"marks":1439},"Technical jargon",[1440],{"type":109},{"type":102,"content":1442},[1443],{"text":1444,"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":111,"content":1446},[1447],{"type":114,"content":1448},[1449],{"type":102,"content":1450},[1451],{"text":1452,"type":106,"marks":1453},"Colloquial language",[1454],{"type":109},{"type":102,"content":1456},[1457],{"text":1458,"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":1461},[1462,1466,1467,1469,1470,1472,1473],{"text":1463,"type":106,"marks":1464},"Caution:",[1465],{"type":109},{"type":183},{"text":1468,"type":106},"The wrong tonality can put off the target group!",{"type":183},{"text":1471,"type":106},"Over-friendliness can make customers suspicious, especially if they are looking for serious products such as insurance.",{"type":183},{"text":1474,"type":106},"Too much factual language sounds inaccessible, while young people will go further with incorrect or outdated slogan expressions.",{"type":102,"content":1476},[1477],{"text":1478,"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":1482},[1483],{"type":183},"Tonality - the voice of a company",{"id":29,"url":197,"email":197,"linktype":198,"fieldtype":199,"cached_url":197},{"type":99,"content":1487},[1488],{"type":102,"content":1489},[1490],{"text":205,"marks":1491},[],[1493],{"_uid":1494,"title":1495,"ogImage":1496,"ogTitle":1495,"component":41,"description":1497,"ogDescription":1497},"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":1499,"alt":29,"name":29,"focus":29,"title":29,"filename":1500,"copyright":29,"fieldtype":39,"is_external_url":34},7177436,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F3772x2122\u002Fa092cb56ff\u002Fwb_werbinar_tonalitaet.jpg",{"id":1499,"alt":29,"name":29,"focus":29,"title":29,"filename":1500,"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",[1511],{"path":1509,"name":46,"lang":51,"published":46},{"name":1513,"created_at":1514,"published_at":1515,"updated_at":1516,"id":1517,"uuid":1518,"content":1519,"slug":1648,"full_slug":1649,"sort_by_date":46,"position":1650,"tag_list":1651,"is_startpage":34,"parent_id":225,"meta_data":46,"group_id":1652,"first_published_at":1653,"release_id":46,"lang":51,"path":46,"alternates":1654,"default_full_slug":1655,"translated_slugs":1656},"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":1520,"body":1521,"text":1522,"title":1630,"ctaLink":1631,"ctaText":1632,"pageSeo":1638,"category":213,"ctaLabel":214,"ctaTitle":215,"cardImage":1644,"component":20,"coverImage":1647,"ctaSubTitle":220},"411d2a1a-17bb-4c78-b01c-2e0a71f3a296",[],{"type":99,"content":1523},[1524,1531,1532,1536,1540,1553,1554,1558,1580,1581,1588,1596,1606,1616,1626],{"type":102,"content":1525},[1526,1528,1529],{"text":1527,"type":106},"Environmental protection and sustainability are playing an increasingly important role in today's society.",{"type":183},{"text":1530,"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":1533},[1534],{"text":1535,"type":106},"However, green marketing can also entail risks.",{"type":102,"content":1537},[1538],{"text":1539,"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":1541},[1542,1544,1551],{"text":1543,"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":1545,"type":106,"marks":1546},"here",[1547,1550],{"type":190,"attrs":1548},{"href":1549,"uuid":29,"anchor":29,"target":193,"linktype":194},"\u002Fblog\u002Fgreenwashing\u002F",{"type":109},{"text":1552,"type":106}," described here.",{"type":102},{"type":102,"content":1555},[1556],{"text":1557,"type":106},"Even seemingly small ecological changes can have a big impact.",{"type":102,"content":1559},[1560,1562,1566,1568,1572,1574,1578],{"text":1561,"type":106},"For example, small donations of revenue to ",{"text":1563,"type":106,"marks":1564},"Environmental organizations ",[1565],{"type":109},{"text":1567,"type":106},"organizations. Another example can be the switch to a ",{"text":1569,"type":106,"marks":1570},"paperless office",[1571],{"type":109},{"text":1573,"type":106},"or to recycled paper. ",{"text":1575,"type":106,"marks":1576},"Optimizing supply chains",[1577],{"type":109},{"text":1579,"type":106}," and shorter transportation routes can contribute to lower CO2 emissions.",{"type":102},{"type":102,"content":1582},[1583,1585,1586],{"text":1584,"type":106},"In the company",{"type":183},{"text":1587,"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":1589},[1590,1594],{"text":1591,"type":106,"marks":1592},"Production processes ",[1593],{"type":109},{"text":1595,"type":106},"can be designed to be environmentally friendly",{"type":102,"content":1597},[1598,1600,1604],{"text":1599,"type":106},"The use of ",{"text":1601,"type":106,"marks":1602},"sustainable materials",[1603],{"type":109},{"text":1605,"type":106}," for a wide range of products",{"type":102,"content":1607},[1608,1610,1614],{"text":1609,"type":106},"Conversion to ",{"text":1611,"type":106,"marks":1612},"sustainable power sources",[1613],{"type":109},{"text":1615,"type":106}," for example through solar roofs",{"type":102,"content":1617},[1618,1620,1624],{"text":1619,"type":106},"Change of company cars in the direction of ",{"text":1621,"type":106,"marks":1622},"Electromobility ",[1623],{"type":109},{"text":1625,"type":106},"can round off the overall picture.",{"type":102,"content":1627},[1628],{"text":1629,"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":197,"email":197,"linktype":198,"fieldtype":199,"cached_url":197},{"type":99,"content":1633},[1634],{"type":102,"content":1635},[1636],{"text":205,"marks":1637},[],[1639],{"_uid":1640,"title":1641,"ogImage":1642,"ogTitle":1641,"component":41,"description":1643,"ogDescription":1643},"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":1645,"alt":29,"name":29,"focus":29,"title":29,"filename":1646,"copyright":29,"fieldtype":39,"is_external_url":34},7177426,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F6720x3780\u002F2c80601770\u002Fwb_werbinar_greenmarketing.jpg",{"id":1645,"alt":29,"name":29,"focus":29,"title":29,"filename":1646,"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",[1657],{"path":1655,"name":46,"lang":51,"published":46},{"name":1659,"created_at":1660,"published_at":1661,"updated_at":1662,"id":1663,"uuid":1664,"content":1665,"slug":1803,"full_slug":1804,"sort_by_date":46,"position":1805,"tag_list":1806,"is_startpage":34,"parent_id":225,"meta_data":46,"group_id":1807,"first_published_at":1808,"release_id":46,"lang":51,"path":46,"alternates":1809,"default_full_slug":1810,"translated_slugs":1811},"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":1666,"body":1667,"text":1668,"title":1785,"ctaLink":1786,"ctaText":1787,"pageSeo":1793,"category":213,"ctaLabel":214,"ctaTitle":215,"cardImage":1799,"component":20,"coverImage":1802,"ctaSubTitle":220},"b0eaf71d-66eb-4c14-be7a-ca1c92b7def6",[],{"type":99,"content":1669},[1670,1695,1696,1702,1722,1723,1730,1731,1732,1750,1751,1752,1758,1770,1777,1781],{"type":102,"content":1671},[1672,1674,1678,1680,1681,1683,1687,1689,1693],{"text":1673,"type":106},"What the ",{"text":1675,"type":106,"marks":1676},"Reason ",[1677],{"type":109},{"text":1679,"type":106},"for buying an advertised product is called the \"Reason Why\".",{"type":183},{"text":1682,"type":106},"This is understood to be the justification for an advertising statement or the ",{"text":1684,"type":106,"marks":1685},"Proof ",[1686],{"type":109},{"text":1688,"type":106},"for a made ",{"text":1690,"type":106,"marks":1691},"Value proposition",[1692],{"type":109},{"text":1694,"type":106},". It brings the reason for buying to the fore.",{"type":102},{"type":102,"content":1697},[1698],{"text":1699,"type":106,"marks":1700},"How a \"Reason Why\" becomes credible",[1701],{"type":109},{"type":111,"content":1703},[1704,1710,1716],{"type":114,"content":1705},[1706],{"type":102,"content":1707},[1708],{"text":1709,"type":106},"Product features, such as \"Only natural ingredients\" or \"No plastic\"",{"type":114,"content":1711},[1712],{"type":102,"content":1713},[1714],{"text":1715,"type":106},"Test reports",{"type":114,"content":1717},[1718],{"type":102,"content":1719},[1720],{"text":1721,"type":106},"Customer reviews \u002F testimonials",{"type":102},{"type":102,"content":1724},[1725,1727,1728],{"text":1726,"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":183},{"text":1729,"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":1733},[1734,1738,1739,1741,1742,1744,1748],{"text":1735,"type":106,"marks":1736},"What is the difference to the USP?",[1737],{"type":109},{"type":183},{"text":1740,"type":106},"the \"Unique Selling Proposition\" is very similar to the \"Reason Why\".",{"type":183},{"text":1743,"type":106},"But the difference is that the USP is the ",{"text":1745,"type":106,"marks":1746},"Characteristic",[1747],{"type":109},{"text":1749,"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":1753},[1754],{"text":1755,"type":106,"marks":1756},"The consumer benefit",[1757],{"type":109},{"type":102,"content":1759},[1760,1762,1766,1767,1769],{"text":1761,"type":106},"Or also: ",{"text":1763,"type":106,"marks":1764},"Consumer benefit.",[1765],{"type":109},{"type":183},{"text":1768,"type":106},"Similar to the \"Reason Why\", it describes the consumer benefit.",{"type":183},{"type":102,"content":1771},[1772,1774,1775],{"text":1773,"type":106},"How do you know which points promise a particular benefit for consumers? From the target group analysis.",{"type":183},{"text":1776,"type":106},"More precisely, from the psychographic characteristics of this analysis.",{"type":102,"content":1778},[1779],{"text":1780,"type":106},"What does the customer want? What motivates him or her? What is important to him or her?",{"type":102,"content":1782},[1783],{"text":1784,"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":197,"email":197,"linktype":198,"fieldtype":199,"cached_url":197},{"type":99,"content":1788},[1789],{"type":102,"content":1790},[1791],{"text":205,"marks":1792},[],[1794],{"_uid":1795,"title":1796,"ogImage":1797,"ogTitle":1796,"component":41,"description":1798,"ogDescription":1798},"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":1800,"alt":29,"name":29,"focus":29,"title":29,"filename":1801,"copyright":29,"fieldtype":39,"is_external_url":34},7177408,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F9abd128837\u002Fwb_werbinar_reasonwhy.jpg",{"id":1800,"alt":29,"name":29,"focus":29,"title":29,"filename":1801,"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",[1812],{"path":1810,"name":46,"lang":51,"published":46},59,[213,6,1815,1816,1817,1818,1819,1820],"Services","Techday","Förderung","Design","Web","Neuigkeiten"]