Rod Start-up Study 2019: Well-known and popular are those who communicate well and independently

There are countless rankings of start-ups; the most innovative, the most disruptive, the most popular or the most revolutionary. But who are actually the best-known start-ups among consumers? And who are the most popular?

Rod Kommunikation investigated this question and conducted the first representative study on the topic in collaboration with Marketagent. The result: the three podium places are occupied by start-ups that serve the three basic human needs: Food, drink and love. This may be partly due to the fact that the three start-ups already reach a broad audience due to their products per se. However, the companies have also used different strategies to attract collective attention - and apparently with success. Or how do the CEOs and co-founders explain their top rankings in the Rod Start-up Study 2019?

Alan Frei, Amorana: "We didn't hide from the start and admitted that we sell sex toys. This allowed us to realize many unusual media stories in the beginning. Today, sponsored content and television advertising are an important measure for us, even if we have to meet a whole range of requirements due to our products."

Roman Hartmann, Farmy: "We are delighted that Farmy is perceived as the most likeable and sustainable Swiss start-up! A key factor in our success is that we evaluate the needs of our customers very precisely and align our products and appearances accordingly. In our communication, we place a strong focus on our producers."

Philip Bucher, Doppelleu/Chopfab: "As a brewer, we have consistently focused on specialty beers right from the start. Getting these out to people via communication is not so easy due to legal regulations. We have held thousands of tastings and word-of-mouth advertising was certainly important in achieving the recognition we enjoy today. This allows us to now also perform at major festivals."

An innovative product, simple sources of supply and good communication with the market therefore seem to be an important recipe for a company's success. This may come as little surprise, but it is a decisive factor for start-ups in particular. If we compare the awareness levels of the start-ups with the statements regarding the willingness of potential customers to use the product, one finding is particularly striking: the vast majority of the start-ups surveyed actually seem to have a product that would meet with great interest on the market - if people knew about it. There is great potential in this, which could be exploited with clever communication strategies.