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September 16, 2007

Live marketing key to German magazine launch

RICH, Germany’s first status magazine, presented itself at five VIP launch events in selected cities during June.

The innovative luxury and lifestyle magazine actually chooses its readers instead of being chosen by them at the newsstand. Consequently, it’s not available for sale, but is distributed exclusively via direct mailing to the home addresses of affluent executives and companies.

The principle of this strategy and the content – an exclusive mix of topics from luxury, lifestyle, fashion, art and culture – was introduced to a select group of guests from media agencies using the five events, which were organised by the Vok Dams Group.

The choice of the venues as well as how the event was staged were crucial in communicating the uniqueness of the new magazine to the guests.  

The venues that Vok Dams chose were as exclusive and lifestyle-oriented as the magazine itself, and included the restaurant Holbein’s im Städel (Frankfurt) opened the event series, followed by Schloss Schöckingen (Stuttgart) and Schloss Nymphenburg (Munich). The events continued in the north at the Elblounge (Hamburg) and in the middle of Germany at Monkey’s West (Dusseldorf).

“The focal point of these events was a top-class programme that centred on information and entertainment,” explained Vok Dam’s Meike Hubert. “The guests received comprehensive information about RICH’s unique circulation strategy and market positioning.”

Part of this information package included Brand:Trust, the consultancy for brand strategies, and Professor Dr Helmut Thoma gaving talks at all the events on the new trend towards luxury and the innovations for the advertising market.

 ”After an impressive presentation and the distribution of the pilot issue of the magazine at each venue, the networking part of the event began,” added Hubert.

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