“ONE OF US” launch marketing campaign for absolutely automated espresso machine WMF 950 S follows the zeitgeist of a altering espresso tradition.
Excessive-quality and particular person as a substitute of cheap and run of the mill – this modification in perspective is among the hallmarks of a brand new client and buyer era. In nearly each sector, we are able to see a rising appreciation of high quality and the will to tailor one’s personal dwelling atmosphere to particular person life and enterprise plans. Along with the present growth for extremely versatile working fashions of the “New Work“ period, this spirit of the instances can be displayed within the non-public area – for instance within the acutely aware planning of leisure time and holidays or within the want for a more healthy life-style. For premium producers like WMF Skilled Espresso Machines, the transformation manifests itself in modified requirement profiles. Greater than ever earlier than, time spent having fun with espresso is emotionalised as very private day trip, creating excessive expectations relating to high quality and selection. On the similar time, the variety of firms with low espresso necessities is rising, as small enterprises are actually additionally inserting a deal with refined provide ideas. Which means that regardless of a lowered variety of espresso servings and a low worth, the corresponding espresso machines want to supply skilled tools options – from intuitive operation to environment friendly cleansing and engaging design. The absolutely automated WMF 950 S was particularly designed with these necessities in thoughts and completely suits the mindset of the brand new buyer segments: individuality and adaptability together with premium high quality. Or, to place it in a nutshell: ONE OF US.
On this professional interview, Axel Fähnle, Head of International Model Advertising and marketing, Content material and Market Activation, GBU Skilled Espresso Machines at WMF GmbH, provides insights into the story behind the market launch.
Mr Fähnle, what’s the market relevance of the brand new WMF 950 S?
AF: It means that eventually, there’s a skilled providing for patrons with decrease espresso necessities of as much as 50 cups – a section which has been rising for years and which WMF Skilled Espresso Machines can now cater to. Our distinctive promoting proposition: our clients revenue from our expertise as leaders within the skilled section, whereas on the similar time having fun with glorious worth for cash, an vital issue for the “smaller” entry-level section.
What’s the relevance of the brand new buyer teams?
These days, wherever you go, folks count on good espresso. Within the gymnasium, in small workplaces or mid-sized firms. High quality expectations have risen enormously in all catering ideas. We’re seeing steadily rising demand right here. And the brand new client group expects good high quality, reliability and professionalism regardless of small budgets and decrease numbers of cups. In different phrases, they count on of us precisely what they count on of themselves. We’re satisfied that this rising marketplace for “good espresso” can be much more multi-faceted and vibrant than earlier than. Espresso is life-style that folks wish to take pleasure in in every single place – within the workplace, on the hairdresser’s, on the gymnasium or in new and extra versatile lodge and tourism ideas.
What are the developments within the new markets and why is that this engaging for WMF?
Usually, there’s a pattern in the direction of smaller, extra cell items and thus additionally in the direction of (a number of) smaller machines. This is applicable to our core markets within the lodge and catering business in addition to to new section. You solely have to take a look at the altering working world to see that the workplace is taking over a complete new and vital that means for our many colleagues working remotely. It’s turning into a gathering place the place we trade info and concepts, one thing which is not taken as a right, however turns into an expertise. And that’s the place espresso, as a feel-good issue, performs a decisive position. Excessive-quality catering can be turning into a logo of our higher concern for and appreciation of others, which is turning into growing related in a world of employees shortages. Providing a pleasing working environment can be a decisive aggressive consider future, and we help this intention in a focused method with our attractively priced new absolutely automated espresso machine WMF 950 S, even for smaller workplaces or firms the place workers work partly from house.
What’s the content material and the intention of the launch marketing campaign for the brand new WMF 950 S?
We’re transferring away from the traditional product view barely and inserting elevated deal with the precise wants and feelings of the goal group. The machine is “ONE OF US”, a part of the staff, for which it produces scrumptious specialities. It really works simply as professionally and effectively as all our colleagues and thus meets all necessities for knowledgeable machine on this section. Due to our profitable collaboration with a number of testimonials, we are able to report from numerous utility places and describe the necessities there. These embrace places in workplace environments and the service business, but additionally serviced residences and trendy lodge ideas. Every of those goal teams has totally different expectations of the tools, and this espresso machine meets all of them to the complete.
Why are you following a distinct market entry technique this time?
With the WMF 950 S, we’re addressing a brand new goal group, which is way extra ‘digitally’ minded and up to now, haven’t essentially been at house within the “skilled espresso sector”. These are individuals who spend extra time on-line and collect their info there, and they’re wanting much less for technical arguments and brochures and extra for a private bond and the satisfaction of their wants. And the subject of espresso specifically is commonly a fairly emotional situation right here. Within the workplace sector or in customer support, it isn’t a lot a matter of incomes cash with espresso specialities, however of boosting worker and buyer satisfaction. Nonetheless, the WMF 950 S consists of all vital options of knowledgeable machine, however is way much less complicated. This leads to a lovely worth and straightforward ordering through the web retailer.