IP takes a peek at PubliGroupe
Marketer Strategy change at Goldbach: IP Multimedia (Switzerland) enters the local TV business. And it now also wants to work the local market for radio, AdScreen and online.
Marketer Change of strategy at Goldbach: IP Multimedia (Switzerland) enters the local TV business. Up to now, IP Multimedia (Switzerland) has focused on the national or regional language market. Accordingly, in addition to its TV advertising windows and Energy Zurich, it primarily marketed radio pools and entire ad screen networks, and in the online sector it also mainly served national customers.now it is changing this strategy as of April 1: in future, IP also wants to work the local market for all its electronic media. "We now also want to exploit this potential," says IP CEO Michi Frank.
Although he cannot yet put a figure on how big this is, he has looked over PubliGroupe's shoulders long enough and seen how well the Yellow Pages (LTV) business is working there. What's more, this market appears to be crisis-resistant, as the corresponding PubliDirect P division has also grown steadily in recent years. "We are now transferring what PubliGroupe does with LTV to the electronic media. We are diversifying into the local market," says Frank.
This means two things for IP: firstly, it is now entering an area that it has previously left to others - the marketing of local TV. Three agency agreements have already been signed with the stations TeleZüri, TeleBasel and TeleBärn, and negotiations are still ongoing with others. "We are concentrating on the big cities and are deliberately not pursuing a national strategy," emphasizes Frank.
In addition, IP must now enter the local markets and have a local presence there. In addition to the existing agencies in Küsnacht ZH, Biel and Lausanne, it is opening two more branches in Basel (April 1) and Berne (May 1). Seven new employees will be recruited. "We want to be close to the new local customers, but at the same time we are also closer to the national customers in the centers," says Frank.
Each of the now five branches functions as an independent cross-media center: the teams are able and tasked with selling all electronic media and networks in IP's portfolio. "One face to the customer" is Frank's motto. If things go well, IP is already considering opening further branches in eastern and central Switzerland as well as in the Swiss sunshine region. "We already have an ad screen employee in Ticino anyway," says the IP Multimedia CEO.
This year, however, the IP outposts should first get to know the new markets for the company, build up contacts and acquire the relevant expertise. In particular, the first task is to increase acceptance of TV as a medium among SMEs and to break down the image of TV as an expensive advertising medium by explaining the "true costs".
Consequently, IP does not expect a return on investment from local markets in the TV medium this year. The situation is different in the online and ad screen area: "We already want to earn money with what we generate with local customers," says Frank. He estimates that sales of one million francs each should be possible.
"We believe that we can bring movement to these markets," summarizes Frank. And Klaus Kappeler, CEO of IP parent company Goldbach Media, adds optimistically: With its entry into the marketing of local TVs, IP is not merely aiming to redistribute budgets and market shares. "We are developing the TV market and bringing real growth," he says.
Two new unitsThe IP strategy change is also reflected in the organization: In addition to the existing units TV (advertising windows), Energy Zurich, Radio and Ad-Screen, IP Multimedia now forms the Regional TV and Local Sales divisions, which employ around 10 people. The management
Regional TV will be taken over by Philip Hofmann, while Peter Isler will be responsible for local sales. And local sales teams are being set up in Küsnacht (Zurich, Eastern and Central Switzerland), Basel (Northwestern Switzerland), Bern (Berne), Biel (Central Switzerland) and Lausanne (Western Switzerland). The contact persons in the new branch offices
are Tamara Schmid (Key Account Manager TV) in Basel and Margarita Cupin (Account Manager Ad-Screen) in Berne. (mk)
"We have the local market under control "Walter Liechti, Sales Manager at TeleBasel, and Marcel Geissbühler, his colleague at TeleBärn, confirm that they have signed a new contract with IP Multimedia. Both emphasize that it is a "completely normal commissioning contract" at standard market conditions.
However, Geissbühler does not expect any major changes: "We already had a contract with IP in the past, but it never resulted in any orders," he says. "But if they can change that, we would of course welcome it."
Liechti expects a few additional national campaigns at best. However, he does not expect IP to be able to open up the local market: "We have become very strong in the local business and, together with the already accredited intermediaries, doubled regional advertising sales last year." At best, competition among local intermediaries will intensify somewhat.
Geissbühler also believes that IP has little chance in the local market. "Most regional broadcasters have their local market well under control, I see IP's strengths more in the national market," he says. (mk)
Expansion: In addition to Küsnacht, Biel and Lausanne, IP Multimedia is also entering the local business with branches in Basel and Berne.
Markus Knöpfli
Although he cannot yet put a figure on how big this is, he has looked over PubliGroupe's shoulders long enough and seen how well the Yellow Pages (LTV) business is working there. What's more, this market appears to be crisis-resistant, as the corresponding PubliDirect P division has also grown steadily in recent years. "We are now transferring what PubliGroupe does with LTV to the electronic media. We are diversifying into the local market," says Frank.
This means two things for IP: firstly, it is now entering an area that it has previously left to others - the marketing of local TV. Three agency agreements have already been signed with the stations TeleZüri, TeleBasel and TeleBärn, and negotiations are still ongoing with others. "We are concentrating on the big cities and are deliberately not pursuing a national strategy," emphasizes Frank.
In addition, IP must now enter the local markets and have a local presence there. In addition to the existing agencies in Küsnacht ZH, Biel and Lausanne, it is opening two more branches in Basel (April 1) and Berne (May 1). Seven new employees will be recruited. "We want to be close to the new local customers, but at the same time we are also closer to the national customers in the centers," says Frank.
Each of the now five branches functions as an independent cross-media center: the teams are able and tasked with selling all electronic media and networks in IP's portfolio. "One face to the customer" is Frank's motto. If things go well, IP is already considering opening further branches in eastern and central Switzerland as well as in the Swiss sunshine region. "We already have an ad screen employee in Ticino anyway," says the IP Multimedia CEO.
This year, however, the IP outposts should first get to know the new markets for the company, build up contacts and acquire the relevant expertise. In particular, the first task is to increase acceptance of TV as a medium among SMEs and to break down the image of TV as an expensive advertising medium by explaining the "true costs".
Consequently, IP does not expect a return on investment from local markets in the TV medium this year. The situation is different in the online and ad screen area: "We already want to earn money with what we generate with local customers," says Frank. He estimates that sales of one million francs each should be possible.
"We believe that we can bring movement to these markets," summarizes Frank. And Klaus Kappeler, CEO of IP parent company Goldbach Media, adds optimistically: With its entry into the marketing of local TVs, IP is not merely aiming to redistribute budgets and market shares. "We are developing the TV market and bringing real growth," he says.
Two new unitsThe IP strategy change is also reflected in the organization: In addition to the existing units TV (advertising windows), Energy Zurich, Radio and Ad-Screen, IP Multimedia now forms the Regional TV and Local Sales divisions, which employ around 10 people. The management
Regional TV will be taken over by Philip Hofmann, while Peter Isler will be responsible for local sales. And local sales teams are being set up in Küsnacht (Zurich, Eastern and Central Switzerland), Basel (Northwestern Switzerland), Bern (Berne), Biel (Central Switzerland) and Lausanne (Western Switzerland). The contact persons in the new branch offices
are Tamara Schmid (Key Account Manager TV) in Basel and Margarita Cupin (Account Manager Ad-Screen) in Berne. (mk)
"We have the local market under control "Walter Liechti, Sales Manager at TeleBasel, and Marcel Geissbühler, his colleague at TeleBärn, confirm that they have signed a new contract with IP Multimedia. Both emphasize that it is a "completely normal commissioning contract" at standard market conditions.
However, Geissbühler does not expect any major changes: "We already had a contract with IP in the past, but it never resulted in any orders," he says. "But if they can change that, we would of course welcome it."
Liechti expects a few additional national campaigns at best. However, he does not expect IP to be able to open up the local market: "We have become very strong in the local business and, together with the already accredited intermediaries, doubled regional advertising sales last year." At best, competition among local intermediaries will intensify somewhat.
Geissbühler also believes that IP has little chance in the local market. "Most regional broadcasters have their local market well under control, I see IP's strengths more in the national market," he says. (mk)
Expansion: In addition to Küsnacht, Biel and Lausanne, IP Multimedia is also entering the local business with branches in Basel and Berne.
Markus Knöpfli
