Ammarkt slips into all milieus

DM Künzler Bachmann launches a
Sinus-Milieus platform for direct marketing. Ammarkt does it with
The Sinus-Milieus are among the most important milieus in the world.
best-known consumer typologies. As a marketing, communication and
media planning tool, they are used in the various classic media
used for this purpose. In 2003, TV marketer Publisuisse also introduced the
introduced. She illustrated the TV consumption habits of the
clusters on the basis of their living styles.

Nothing existed for the DM channel in Switzerland until now
Comparable. St. Gallen-based Künzler Bachmann now wants to use this
sector to fill the gap. It has the exclusive marketing rights
for the Sinus-Milieus in direct marketing. Here too
The tool takes into account not only socio-demographic data, but also
psychographic characteristics of a target group. The aim is now to
more individualized and efficient addressing of recipients from the
be possible for different target groups, says Roland Meyer, Head of
Marketing & Sales at Künzler Bachmann.

For the promotion of the novelty, the commissioned agency Ammarkt has developed a
fast and effective advertising concept, in which the largest part of the
Benefits of the Sinus-Milieus - more efficiency in direct marketing - in the
should be at the center of the campaign. In order to address the topic of
target group definition in a fresh and humorous way, Ammarkt
under the motto "I am me", the ten milieus are each represented by a
Personalize model types. But not with a correspondingly large number
personalities, but by the Swiss quick-change artist
Goegi, who is responsible for the striking visualization of the individual milieus such as
seems to have been created.

To the starting signal - a kick-off event at which the tool is explained
is followed by the use of classic advertising media, PR,
Publicity reports, photo stories and a mailing.    

Luca Aloisi